Fever-tree at Mill Valley Market
Mill Valley Market is a specialty independent running 1 Bay Area store, mid-size at about 8,590 sq ft each.
Fever-Tree is a British brand specializing in premium drink mixers, founded in 2003.
It’s already on the shelf here, with 26 SKUs across 5 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter.
Lead with World Market Fever Tree Elderflower Tonic Water 4 Pack in Tonic Water.
Mill Valley 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 3 other Bay Area grocers.
Mill Valley Market carries sparkling water in real depth, 142 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.
Mill Valley Market merchandises 7 of the 9 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 70/100.
the categories it plays in are already deep here.
The full runway
Every category Fever-tree plays in across the Bay Area grocers we track, and where it stands at Mill Valley 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 10 of 13 SKUs. Room to widen the line.
On shelf here, but only 8 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 Mill Valley Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf · showing 24 of 26
Presence and depth are measured from Mill Valley 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. Mill Valley Market profile →
