Fever-Tree faces formidable competition from Coca-Cola's Schweppes brand which, including mixers and soft drinks, is worth just shy of £100m at retail. Coca-Cola has paid more attention to both the mixer category and its Schweppes brand in recent years. In 2006 it launched new packaging across its portfolio, including its Canada Dry ginger ale, which features a cap that doubles as a spirits mea­sure. It has also introduced new mixer flavours, such as Russchian aromatic tonic water, a pomegranate mixer and a seasonal punch. Last year, it launched Straightcut, an adult range of soft drinks that can also be used as mixers for long drinks, in four variants: lemon, pomegranate & blueberry, slimline lemon, and slimline grapefruit & mandarin. Fever-Tree's presence in the on-trade again puts it up against Schweppes as well as Britvic. Last year Britvic introduced a new bottle for its mixers and juices range, as well as two new flavours - cranberry and ginger beer. The company also reformulated its ginger ale and grapefruit flavours. Neither brands are true rivals to Fever-Tree, however, claims MD Charles Rolls, who says the quality and price of his products mean they appeal to different consumers. "Schweppes and Britvic have been looking over their shoulders at own label. The retailers have been using mixers as loss leaders and everybody has been looking downwards. We have come in with a high-end product and stimulated interest in the category. I think Schweppes and Britvic should be delighted with what we've done." Fever-Tree does have a direct rival in Fentimans, which produces botanically brewed drinks with a similar premium positioning and in similar-sized glass bottles. The range includes Curiosity Cola, shandy, ginger beer, tonic water, dandelion & burdock, Victorian lemonade and Seville Orange Jigger. It has listings in retailers, pubs and restaurants.