Fever-tree at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Fever-Tree is a British brand specializing in premium drink mixers, founded in 2003.
It’s already on the shelf here, with 15 SKUs across 4 categories. The growth is depth and breadth: 4 categories to widen and 3 new doors to enter.
Lead with Light Premium Tonic Soda, 4-pack, 6.76oz Bottle, 0.0% ABV in Tonic Water.
Fairfax Market stocks tonic water thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 11 other Bay Area grocers.
Fairfax Market carries sparkling water in real depth, 109 SKUs against a fleet median of 46.5, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is tonic water: Fairfax Market stocks only 13 there, so Fever-Tree Light Premium Tonic Soda, 4-pack, 6.76oz Bottle, 0.0% ABV stands out rather than blending in. Lead with the tonic water, and position the sparkling water as a finishing or gift item.
Fairfax Market merchandises 7 of the 9 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 70/100.
enters a thin tonic water shelf as a point of difference.
The full runway
Every category Fever-tree plays in across the Bay Area grocers we track, and where it stands at Fairfax Market. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
On shelf here, but only 6 of 13 SKUs. Room to widen the line.
On shelf here, but only 4 of 14 SKUs. Room to widen the line.
How it prices
Where it would price in tonic water. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Fever-tree (orange) sits well above the shelf.
What to bring to expand
Fever-tree’s SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf
Presence and depth are measured from Fairfax Market’s current Bay Area storefront: its online catalog plus our shelf photos, a partial view. A widely-distributed brand shown as a new door may already be carried through channels we don’t index. Fairfax Market profile →
