Fever-Tree, the world’s #1 mixer brand, is launching a new national initiative to reposition the Gin & Tonic as a premium on-premise serve, helping venues unlock more value from one of the most ordered drinks on the menu.
While the G&T remains one of the most ordered mixed drinks, it is often treated as a default pour rather than a considered, premium offering, presenting a significant commercial opportunity for venues willing to rethink its execution.
Running 18–24 May 2026 in partnership with Gin Events, Fever-Tree G&T Week will bring together leading venues and distillers across the country to encourage consumers to trade up and rediscover the G&T as a premium experience.
For venues, the G&T offers a rare balance of simplicity and value: quick to execute, minimal labour, and clear potential for premiumisation through spirit selection, mixer choice, glassware, and garnish.
“Done properly, a G&T is one of the most commercially effective drinks on a menu,” said Darren Dalzell, National Sales & Trade Marketing Manager for Fever-Tree Australia. “It allows venues to deliver a premium experience without slowing service, while encouraging customers to trade up.”
Despite growth in premium spirits, the G&T has not kept pace with the broader premiumisation of cocktails.
“In many venues, the G&T is still seen as a default option,” Dalzell said. “That means there is a missed opportunity. Small changes – using the right tonic, better glassware, and a thoughtful garnish – can significantly elevate both the experience and the price point.”
During the week, participating venues will feature curated G&T menus built around pairings entered into the inaugural Fever-Tree G&T Cup, a national competition to identify the best gin and tonic pairing in the country.
With $25,000 in prizes and support from national PR, social and a dedicated consumer platform, the campaign will promote participating venues as destinations for premium G&T experiences.
Fever-Tree says the initiative reflects a broader shift in consumer behaviour, with drinkers increasingly seeking higher quality, more considered serves when visiting bars and restaurants.
Fever-Tree G&T Week is expected to drive thousands of consumers into venues across the country, encouraging discovery, increasing engagement with premium spirits, and creating a new national moment for the category.
Already, a strong lineup of venue partners including Icebergs and The Beekeeper in Bondi, alongside leading gin brands, have signed on, with venues such as Hains & Co in Adelaide and White Rabbit Cocktail Room in Canberra also set to take part.
“We have always believed the best drinking experiences happen in great venues,” Dalzell said. “This is about giving venues a platform to showcase that and showing consumers just how good a G&T can be when it’s done properly.”
Through G&T Week, Fever-Tree is celebrating the Gin & Tonic as a premium on-premises serve, helping venues elevate the experience, drive engagement and champion quality spirits.
For more information visit www.ginandtonicweek.com