Premium soft drink brand Fever-Tree has launched a Lemon, Lime & Bitters for the Australian market. The release brings the classic pub staple into the brand’s range, combining Sicilian lemons, Mexican limes and ANGOSTURA aromatic bitters in a non-alcoholic format. It’s a category that already holds weight locally. Lemon, Lime & Bitters is widely recognised as Australia’s “national drink” and remains one of the most ordered soft drinks in pubs, though retail shelves have largely been dominated by more mainstream versions. Grown-up soft drink With this release, Fever-Tree is moving beyond mixers and further into the non-alcoholic space, responding to growing demand for alcohol-free options that still deliver on flavour. The product is rolling out nationally through Coles Group, Woolworths Group and Dan Murphy’s, alongside independent and specialty retailers, giving it broad reach across grocery and liquor. Caroline Wood, Head of Marketing at Fever-Tree Australia, says, “Fever-Tree has built its global reputation by premiumising the mixer category, launching the world’s first premium tonic water in 2005 and redefining expectations around quality and ingredient provenance. With the launch of Lemon Lime & Bitters, we are applying the same philosophy to Australia’s most iconic grown-up soft drink. “Lemon, Lime & Bitters was the original sophisticated non-alcoholic drink, long before the category even had a name. As moderation becomes mainstream, we see a huge opportunity to elevate and reclaim it. “Outside of the bar, no one has really excelled at how to deliver that crisp, balanced bitters finish consistently, and that’s exactly what Fever-Tree is built to do,” Wood says. The opportunity is particularly strong among younger consumers, with research showing more than four in ten Lemon, Lime & Bitters drinkers aged 18–34 have the drink at least once a month. While it’s a staple on menus, take-home options remain relatively limited, leaving room for a more premium retail offer. A balance of citrus and bitters The drink itself leans on naturally sourced ingredients, with no artificial flavourings or sweeteners, and sits at 19 calories per 100ml. It’s built around a balance of citrus and bitters, with a finish that aims to mirror what you’d expect from a well-made version at the bar. Since launching in Australia in 2018, Fever-Tree has built out its presence across both venues and retail, supported by global recognition, including 11 consecutive years as a top trending mixer brand in the Drinks International Annual Brands Report. “The introduction of Lemon Lime & Bitters strengthens our position as a premium adult soft drink brand rather than solely a mixer company. It complements our existing tonic, ginger beer, soda and cocktail mixer portfolio, while unlocking incremental growth in the premium non-alcoholic segment,” Wood adds. The addition of Lemon, Lime & Bitters expands the brand’s range beyond tonic, ginger beer, soda and cocktail mixers, positioning it more clearly within the adult soft drink category. Rather than creating something new, the focus here is on refining an existing favourite, bringing a more consistent and ingredient-driven approach to a drink that’s already widely recognised. Fever-Tree Lemon, Lime & Bitters is available now nationwide. Source: In Good Company Find more food retail updates on Crumb Wire.