Distributor Spotlight. Velier: Fever-Tree accounts for 20% of turnover

Betting on the premium sodas and mixers segment two decades ago proved to be a sharp strategic move for Velier. Today, carbonated mixers represent one of the biggest drivers in non-alcoholic beverages, fueled in no small part by the rise of strong brand identities. Chief among them is Fever-Tree: the historic Genoese distributor began importing the British brand to the Italian peninsula back in 2002. It is a partnership that has propelled Italy to become Fever-Tree’s second-largest European market, today generating around 20% of Velier’s overall revenue.

In 2025, Velier reported a turnover of €133.4 million. Following a slight dip last year, the rebound in 2026 is already tangible, with the first half posting a +7% increase.

“Historically, Fever-Tree positioned itself as a mixer for Gin & Tonics, Palomas, and other mixology classics,” representatives from Velier note. “Today, thanks to the soaring demand for no-alcohol alternatives, Fever-Tree is evolving its portfolio toward standalone consumption, highlighted by the launch of new 150ml single-serve cans.”

Contrattino and the Liquid Ventures partnership

Velier has also taken a direct stake in the low-ABV segment, holding a 25% share in Contrattino, an organic bitter sitting at 5.5% ABV. Presented in a 20cl Art Déco bottle, Contrattino achieves its signature pink hue 100% naturally using black carrot juice. The remaining equity is held in equal parts by celebrity chef Antonino Cannavacciuolo, Piedmontese sparkling wine producer Contratto (owned by the Rivetti family), and entrepreneur Paolo Dalla Mora (founder of Gin Engine, Vermouth Strucchi, and co-founder of Liquid Ventures—Europe’s first venture builder dedicated to the No&Low sector, alongside Velier’s head Luca Gargano and former Campari CEO Bob Kunze-Concewitz). Liquid Ventures will rely directly on Velier for the distribution of its upcoming product pipeline.

Saying no to dealcoholised products in favour of authenticity

When it comes to expanding its broader NoLo catalogue, Velier makes its stance clear: the company does not believe in dealcoholised spirits or wines, choosing instead to focus on naturally alcohol-free products. “We believe there is a substantial consumer segment seeking authentic beverages that champion high-quality raw materials, with clear provenance and terroir transparently stated.”

This focus on conscious drinking runs across several other brands in Velier’s portfolio. Amaretto Adriatico, for instance, has complemented its core range with a 0.0% iteration, while Tuscan distillery Winestillery launched Hyper Low Gin a couple of years ago. Formulated as an ultra-concentrated, alcohol-free gin packaged in a glass dropper bottle, just two drops added to tonic water deliver the exact aromatic profile of a traditional Gin & Tonic with virtually zero alcohol content.

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