As the recognition of gin has exploded in recent times, so has the success of its ubiquitous companion – tonic water. However, as SB discovers, progressive mixers at the moment are trying to department out.
*This function was initially revealed within the September 2018 problem of The Spirits Enterprise
Tonic water will ceaselessly be synonymous with gin. However as a few of Europe’s largest premium producers eye progress alternatives, are ties to the juniper-based spirit limiting their ambitions?
In line with the newest figures from The Wine and Spirit Commerce Affiliation, worth gin gross sales within the UK grew by 33% final yr. With such speedy development, which extends to various different nations, commentators have warned that the spirit’s bubble seems to be set to burst. If the naysayers are right, it appears logical for tonic producers to faucet into different classes, similar to whisky, rum and Tequila.
“The category can expand but we definitely have to think outside of gin,” says Sigrid Bachert, managing director for advertising and gross sales at German tonic producer Thomas Henry. “In Germany, the gin category is still small. It started to grow five years ago and now it is in a good position, but it’s not as big as categories such as rum. For tonic sales to keep growing you have to find a way to get out of that strong gin connection, and that’s what we are working towards.”
As mixer producers look to align themselves with untapped classes, many have begun experimenting with flavour. Sugar-laden flavoured vodka might have fallen out of favour with shoppers, however different sectors are becoming a member of the craze, and the previous 12 months have seen the whole lot from scorching cross bun-flavoured gin to coffee-infused rum hit the market.
The tonic world is not any totally different. From an Oriental Yuzu expression launched by botanically brewed tonic model Fentimans to a basil-flavoured variant from newly launched mixer maker Lamb & Watt, tonic flavoured solely with quinine merely doesn’t reduce it anymore. One model that’s utilizing its information of flavour to attraction to a large spectrum of spirits drinkers is The London Essence Firm, which was created by Britvic-backed incubator outfit WiseHead Productions in 2016.
Ounal Bailey, co-founder of the model, says: “We started out with the idea that it would be nice to pair our tonics with lots of different styles of gin. But as we went on we realised that not only were we able to do this, we were also able to accentuate flavours in spirits such as vodka, mezcal and Tequila.”
The model’s present portfolio consists of: a basic tonic water; a grapefruit and rosemary-flavoured expression, stated to work properly with bitter flavours and apéritifs; a bitter-orange and elderflower bottling, which enhances rye-heavy vodkas and reposado Tequila; and a ginger ale. Bailey provides: “Our range allows bartenders and people at home to discover new recipes that they might not have tried.”
Fever-Tree can also be hoping to seize a slice of this demographic with the launch of its newest product. The premium tonic producer has partnered with Bacardi-owned Tequila model Patrón for its newest launch, Fever-Tree Citrus Tonic Water. The brand new expression has been created to enrich the Tequila’s flavour and consists of botanicals resembling Key lime, Tahitian lime, tangerine and bitter orange.