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Tonic water has evolved from an afterthought to an essential part of a mixed drink.
As the premium tonic water market becomes increasingly saturated with challengers to Fever-Tree being launched at a rapid pace, the market is changing its language.
While Fever-Tree has relied on its all-natural ingredients, newer tonic brands will focus on the process behind making the tonic. The London Essence Company, for instance, is highlighting its swan neck copper distillation process as the key to achieving a lighter, less bitter flavour.
There is also potential for premium tonic waters to stand alone as drinks in their own right as well as move beyond the gin market. ‘You can be targeted as much at the soft drink market as at the gin market,’ says Stuart Eskins, co-founder of Cask Liquid Marketing, which distributes Andean tonic brand 1724.