Fever-Tree

Product: Fever-Tree

People behind it:
Name: Charles Rolls, Tim Warrilow

Charles Rolls ran premium spirits company Plymouth Gin from 1997 to 2001, rescuing what had become a moribund brand and turning it into the gin of choice for bartenders. After Plymouth Gin was bought by the makers of Absolut Vodka in 2001, Rolls joined former adman Tim Warrilow to launch Fever-Tree, a range of premium mixers designed to complement the resurgent premium spirits market. The brand now has six products in the range, with a premium cola planned for later this year, and distribution in high-end bars, restaurants and hotels, plus Waitrose and Tesco.

How innovative?
Rolls and Warrilow saw the mixer market as dominated by products made with cheap artificial ingredients, and believed there was a demand for a premium range based around high quality ingredients and taste. Rolls’ experience of sourcing ingredients for Plymouth Gin was key, and Warrilow’s research identified the original natural quinine used in the first ever tonic water (developed as an anti-malarial treatment).

Market success
The company launched its first products in October 2005, and now has a range of six mixers – Indian tonic, lower-calorie tonic, soda water, ginger ale, bitter lemon and lemonade. Ginger beer and cola are in development. Rolls estimates that sales now stand at £3m for the past 12 months at wholesale prices, with distribution through hotels such as The Ritz and Claridge’s, restaurants including Gordon Ramsay’s, and retail outlets Waitrose and Tesco.

How it fits
Fever-Tree has managed to tap into a shift in consumer interest away from the mass market towards premium products that are known for their quality ingredients and taste. Warrilow and Rolls, who has extensive experience and knowledge of the premium spirits market, realised that this market had itself sparked a demand for other related premium products, which was not yet being satisfied.