In January–June 2017 overseas sales of Fever-Tree soft drinks rose by 64% in Europe, 43% in the USA and 45% in the rest of the world. This was a continuation of a 10-year period of success for the British company.
Everything Fever-Tree sells overseas is exactly the same as the products it makes in and for the UK. In other words, Fever-Tree follows an ethnocentric approach to marketing strategy: trusting that what works in the UK will work everywhere. Its 2017 figures showed that overseas sales are 53% of the total, so the ethnocentric approach seems to be working (Table 1).
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