Crucially, no artificial sweeteners, preservatives or flavourings were added. The highest quality quinine was sourced from the Rwanda Congo border and blended with spring water and eight botanical flavours, including rare ingredients such as marigold extracts and a bitter orange from Tanzania. ![]() Days of research in the British Library were used to source quinine, trips were planned to find the purest strains of this unique product and 5 iterations of the recipe were tried and tested, before the perfect result was found, leading to the first bottle of Fever Tree Indian Tonic being produced in 2005.įever-Tree Indian Tonic Water launched in the UK in early 2005, the brand name chosen due to fever tree being the colloquial name for the cinchona tree in which quinine, a key ingredient for tonic, is found. Charles decided to join forces with Tim Warrilow, and a 15 month long journey to design the perfect tonic began. So there’s a lot of catching up to do, which is exciting.Fever Tree began after a tonic tasting session, when Charles Rolls learnt that most tonics on the market used cheap flavourings and poor preservatives when producing tonic water. If you aren’t in a restaurant, you don’t know what the food trends are. “If you aren’t in a bar, you can’t see what people are drinking. “You get many, many more great ideas when you are out with people than sitting in your office, because it is a human business,” says Gibb. He’s getting sick of Zoom and believes that quite soon, people will be mixing together in person again. And while Wall Street wanted more, Gibb is encouraged. That said, Fever-Tree projects sales will rise between 12% to 16% in 2021. “I just don’t think it will necessarily be that way.” “You hear about this roaring ’20s in the foreseeable future and that we are going to be out there again like the pandemic in the 1900s,” says Moslak. Live events with tastings for influencers in trendy spots like Aspen and Pebble Beach likely won’t return until 2022 at the soonest. Plans to unveil more in new cities remain on the back burner for now. Fever-Tree had intended to open more branded outdoor drinking porches like the one it opened in Bryant Park in New York City. ![]() ![]() “You can describe something 100 different ways, but once somebody tastes it, the lights go off,” says Katie Moslak, trade marketing director of Fever-Tree USA. Still, Fever-Tree this year is planning to lean on familiar industry tactics to promote lime and yuzu: working with vodka brand Grey Goose on a spritz cocktail program, educating bartenders on the mixer, and launching on e-commerce channels. The two flavors were to meant to evoke regional ties to Mexico, where tequila is made, and Japan, which would have recently been in the spotlight for the since-postponed Summer Olympics. The well-intended marketing plans for another new drink, Fever-Tree’s new lime and yuzu, also experienced a hiccup. It helped that during the pandemic, tequila makers like Diageo reported that strong sales for higher priced tequilas led to an unexpectedly strong jump in sales. Sparkling pink grapefruit is meant to pair with tequila to create the Paloma cocktail, and strong off-premise sales helped Fever-Tree launch its most successful new product to date stateside.
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