Fevertree Could Disappear16 Jul 2022 05:37
I don’t consider a company that makes a new type of lemonade as a good investment. Fevertree was always a gimmick, one which bears some resemblances to cryptocurrencies.
The only premium thing about it is the price.
With superior brands such as Swheppes selling for less why would anyone pay more for an inferior product.
Fevertree’s gambit relied on intensive market campaigning, which is costly, to convince gullible shoppers that their brand of lemonade was worth double or treble that of its rivals.
Fevertree could all be forgotten about in a couple of years. The brand isn’t strong enough to weather a downturn. I’m tipping it to go the same way as Colt 45. In an era of hyper inflation cost-conscious consumers have woken up to the fact that paying treble the market rate for lemonade isn’t such a good idea.