Merchant's Heart premium mixers Merchant's Heart premium mixers
London Essence Company London Essence Company
Merchant's Heart premium mixers Merchant's Heart premium mixers

Preview: Tonic & Tonic

06 : 02 : 2017 Premium Tonic : Party-totallers : Alco-health

Tonic water has evolved from an afterthought to an essential part of a mixed drink.

  • The market for premium mixers could grow from £300–400m ($374–499m, €349–465m) at present to more than £1.6bn ($1.99bn, €1.85bn) by 2025
  • New tonic water brands are offering unusual flavours as they seek new markets beyond gin

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.

The Big Picture

For more on the changes in the premium tonic market, see our latest microtrend Tonic & Tonic.

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