Fever-tree at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 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 17 SKUs across 6 categories. The growth is depth and breadth: 4 categories to widen and 2 new doors to enter.
Lead with Tonic Water, Premium Indian in Tonic Water.
United Markets 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 4 other Bay Area grocers.
United Markets carries sparkling water in real depth, 166 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.
United Markets merchandises 8 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 United Markets. 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 7 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 United Markets 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 United Markets’ 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. United Markets profile →
