Post Shift Podcast #96 - Charles Gibb of Fever-Tree

Had an amazing chat with Charles Gibb of Fever-Tree North America, over 3 decades in the spirits realm leading teams the world over from the UK to Australia and the US. Had an incredible chat with him on everything from his entrepreneurial spirit inside global brands to what his legacy is going to be.

WHO IS CHARLES GIBB?

Charles Gibb is CEO North America, Fever-Tree and spearheads Fever-Tree USA, the first global office of the UK company behind the world’s leading premium line of mixers. A veteran of the drinks business with nearly three decades of experience, Charles is responsible for setting the vision and operational strategy for the U.S. market. He is building a Fever-Tree team and infrastructure, overseeing sales, marketing and finance and analyzing every potential opportunity to maximize performance and results.

A Global Spirits & Beverage Industry Leader

Over the course of his career, Charles has held senior leadership roles at Moët Hennessy, Diageo and Bacardi around the world, including the U.S., Europe and Australia. He has energized start-ups, opened new markets, reinvigorated existing markets, disrupted paradigms to turn around businesses and inspired his teams to accomplish what many believed to be impossible.

Joining the Mixer World After 27 Years in Spirits

Charles joined Fever-Tree as Global Strategy Director, following 27 years in the spirits industry. After attending innumerable events, bars and home bartending, he knew first-hand how outstanding spirits had been compromised by mediocre and ersatz mixers. The advent of Fever-Tree presented a true alternative with its relentless focus on quality and deep care about ingredients. With the ethos of “If 3/4 of your drink is the mixer, mix with the best,” Fever-Tree’s logic and appeal became irresistible.

Transforming Belvedere Vodka from a Small Brand to a Global Powerhouse

Most recently, Charles was President and CEO of LVMH’s Belvedere Vodka. He boldly moved the company from London to New York City to better leverage the Vodka tidal wave sweeping the U.S. Treating the company as a start-up, he grew it from a small brand to a global powerhouse that is sold in 120 countries. He also discovered Fever-Tree and mandated its exclusive use as Belvedere’s mixer as it enhanced the drinking experience.

Marrying Belvedere and 007, Reducing CO2 and Ensuring Healthy Babies

Charles is especially proud of securing Belvedere as the official Vodka of the James Bond film, “Spectre,” and leveraged a global icon in popular culture. Under his leadership, Belvedere also made great strides in sustainability by reducing its CO2 emissions by 42 percent, and through the company’s support of (RED), an initiative to harness the private sector to fight AIDS, 40,000 HIV mothers gave birth to healthy babies.

Deep Experience with Startups, from Europe to Down Under

Gibb’s experience with startups began with Diageo Polska, where he led the opening of the company in 1992-93. At the time, Poland was an emerging market at a fascinating time after the fall of the Berlin Wall. In addition, during his tenure leading Moët Hennessy Australia, he shifted from agency and distributor to the company taking on all of its functions, a direct precedent for his current work for Fever-Tree USA.

Learning Leadership Skills When Life Itself Was at Risk

Charles’ leadership skills were honed during a successful five-year stint in the British Army, where he rose to the rank of Captain. He credits this experience with teaching him how to lead, motivate and inspire others to higher levels of achievement. In this environment where life itself is put at risk, building trust within an organization is paramount. Thankfully, Communism was defeated, the threat to Western Europe ceased and Charles turned his attention to a new battlefield, the world of spirits.

Share a dram with the hospitality industry’s top global talents: bartenders, venue owners, distillers and industry aficionados. Shawn Soole has lived, breathed, and imbibed hospitality for decades. Now, he delves into the advice, opinions, and provocative stories that are helping to define the creative, culturally-necessary space of ‘modern hospitality’—covering topics from front-of-house service, to back-end business operations, and every inch between.