Alex O'Rourke

Posh mixer brand Fever-Tree has named former Diageo EU innovation chief Alexandra O’Rourke (above) as its new innovation director.

O’Rourke, a drinks industry veteran of 19 years, spent the past 10 years at the spirits giant working across the likes of Gordons, Pimms and Jose Cuervo.

Her most recent role saw her manage the company’s whisky portfolio in Europe, working on product development for the likes of Johnnie Walker while “building a pipeline of new concepts for the European market”.

At Fever-Tree, in her newly created role, O’Rourke would focus on the “innovation pipeline, working closely with the group’s customers and spirit brands to partner on new initiatives” said the brand.

“Alex’s creative attitude and proven track record in brand innovation, alongside her deep understanding of the fmcg sector, is ideally suited to the company as we continue to develop our exciting product pipeline,” said Fever-Tree CEO Tim Warrillow.

The appointment comes shortly after the brand made significant gains in Asda’s shakeup of its fizzy drinks aisle, increasing its Fever-Tree SKU count by five to a total of 15, while the likes of Bottlegreen lost shelf space.