Fever-Tree’s inspiration was plain and simple: It was time for a new tonic. Sure, co-founders Tim Warrillow and Charles Rolls were tempted to leverage Rolls’ gin-making background (he used to run Plymouth Gin) to create their own Mother’s Ruin, but Rolls quickly put his foot down. “We don’t need another gin,” he had said. “What we need is a decent tonic — I’ve had so many gin and tonics ruined by terrible tonic.” After a years-long pursuit of the world’s best ingredients and a marathon of trial and error taste tests, the two debuted their first bottling in the UK in 2005: Fever-Tree Indian Tonic. Today, more than 50 countries are enjoying their products, which range from ginger beer to elderflower tonic, and the company shows no signs of slowing down — in fact, 2014 was their biggest year yet. Here, we chat with North America Director of Marketing Christopher Cohen to learn how their bottles get their “Champagne”-like bubbles, why ingredient origins matter, and why folks should care as much — and more — about their cocktail’s mixer as its spirit.

BoozeMenus: How is Fever-Tree different from the slew of tonic alternatives out there?

Christopher Cohen: Fever-Tree is the pioneer in the premium mixer category for a number of reasons. First, no other producer offers the number (we have six total) and variety of different tonic options that we do, including esoteric offerings like Bitter Lemon and Elderflower tonic. Secondly, the quality of the ingredients and the lengths we are willing to go to secure those inputs are unparalleled. We use the purest quinine in the world, sourced from the heart of Africa, which gives our tonics an essential bitter quality. We use pure cane sugar, which imparts a “clean" non-cloying sweetness. A high level of carbonation and the low mineral content of our English spring water create “Champagne” like bubbles, which enhance the flavor of the tonic and allow the citrus elements and other botanicals to shine through. Finally, our focus on the complementary role of our tonic is unmatched. We think our tonics taste good on their own, but they are designed with the cocktail in mind, to highlight the spirits’ natural flavors and enhance the profile of your drink.

BM: Your team goes far and wide — and to dangerous territories — to source the ingredients in your products. Why go to these extremes?

CC: In a world of commoditized products, it is what is required to get the best and most unique ingredients. Charles and Tim have travelled to some of the most remote, beautiful, and dangerous regions of the world to source the highest quality natural ingredients from small specialist suppliers: ginger from Nigeria, the Ivory Coast and Cochin, India, and real quinine sourced from the last remaining plantation of Cinchona trees in the heart of the Congo, bitter orange from Tanzania and lemons from Sicily, just to name a few. We never use any artificial flavors, sweeteners, or preservatives.

BM: Fever-Tree recently went public on London's IPO market -- what does the shift mean for the company?

CC: As we enter into our 10th Anniversary year, Fever-Tree going public on the London Stock Exchange’s AIM market validates the “premium mixer” category overall and our leadership of that category. It also gives us additional resources to continue to innovate and communicate the benefits of Fever-Tree to consumers and the trade. The AIM stock price today values the company at $295 million. It represents a great result and Tim and Charles are now its two biggest shareholders. They continue to grow the company with a diversified product range, including a Naturally Light line of all-natural lower-calorie products featuring a Naturally Light Tonic and Naturally Light Ginger Beer.

BM: Why should folks care just as much about the mixer they're using as the spirit?

CC: They in fact should care more about their mixer than their spirit. People have gone to great lengths to produce fantastic spirits. Yet, if it’s not complemented by a good mixer — which is more than half the drink — then it defeats the whole point. Why choose a premium spirit and then compromise the experience with a poor quality mixer? I was at a Thanksgiving dinner this year with college friends and the mother of the host, when she found out I worked for Fever-Tree, told me that since she had discovered our tonic she had substituted a less expensive gin for a super-premium gin (we won’t mention the name) when entertaining a specific friend who loves gin and tonics. She has discovered that if the majority of your cocktail is the Fever-Tree it enhances whatever spirit it partners with.

BM: What has the experience been like of selling tonic in India, where it was originally created in 1820? What has the reception been like?

CC: India is experiencing growth in premium gin much like other countries across the globe. We just launched in India in August 2014 – it is our 50th market. With premium gins launching there like Hendrick's and Monkey 47, there is a clear need for a premium tonic. We are delighted the product has been so well received.

BM: In what year have you seen the biggest growth in sales, and to what do you contribute this jump in interest?

CC: For Fever-Tree, 2014 was our biggest growth year and we expect 2015 to be even stronger. There is intense interest in higher quality ingredients. Even though we are known for tonic water, ginger beer is our fastest growing flavor. Ginger Beer emerged as a major mixer, driven by the Moscow Mule resurgence, and is also a beverage many people enjoy on its own. And now, we see Ginger Beer being mixed with whisky, gin and even tequila. Most people source their ginger form one country, ours is at a level above others in terms of its complexity. Fever-Tree’s Ginger Beer and Ginger Ale are created using a blend of three gingers, sourced from three very different locations: Fresh, green ginger is sourced from the Ivory Coast. Light in aroma, with a hint of lime, the oils are extracted immediately after the ginger is harvested rather than drying the ginger root first. Nigerian ginger, prized for its fragrant intensity, adds depth and complexity to the flavor profile. Rounding out the group is ginger from Cochin, India. India is the largest producer of ginger worldwide, and the earthy, almost chocolaty aroma complements the flavor notes in the other gingers quite perfectly. All are harvested exclusively for Fever-Tree.

BM: In what country/city have you seen the product been exceptionally well received?

CC: It’s been really well received in Belgium. It’s one of our biggest success stories over the last few years and is one of our top 5 markets in the world. It grew 300% in 2014. In large part the experience in Europe has been driven by Spain. Renowned chefs such as José Andrés and Jamie Oliver are embracing the Gin & Tonic “Spanish-style,” driven in part by the arrival of Fever-Tree, allowing customers to choose their premium gin and top if off with high quality tonic water.

BM: How does your team find inspiration for and develop the various flavors for your tonics?

CC: The inspiration comes from the passion of Tim and Charles and their desire to create truly great drinks. There has been a tremendous amount of energy around the vodka category and it deserved a tonic that could showcase the quality of the finest vodkas – the different grains and fruits that are distilled into the world’s purest spirit demand a sophisticated mixer that matches the complexity and subtlety of great vodka. Fever-Tree’s “Med” tonic was created specifically for that reason. By blending the essential oils from the flowers, fruits and herbs that we have gathered from around the Mediterranean, we created a unique, delicate, floral tonic.

BM: Which tonic are you reaching for on a regular basis?

CC: I really do love the Mediterranean Tonic with citrus forward gins and vodka. I like to add a little Green Chartreuse or Campari for the subtle color and an extra kick of flavor.

BM: We all know about G&T, but what else can tonic do for us in terms of cocktails?

CC: If you want a non-alcohol drink, I recommend my favorite cocktail with Fever-Tree Indian Tonic: cranberry juice and Angostura bitters. An aged rum and light tonic with a few limes is always refreshing as the tonic bitterness and lower sugar content of the light tonic balance well with the vanilla sweetness overtones of an aged rum.

BM: What has surprised you most about the products and the public's interest in them, since the company's 2005 inception?

CC: The intensity and passion around Fever-Tree products. We knew how we felt about creating a great mixer, but we didn’t know if would lead to such intense consumer loyalty. I live in San Francisco and my local coffee place, Saint Frank, makes a Coffee Tonic. The owner Kevin Bohlin was one of the first to bring the Coffee Tonic to the United States and it really surprised me. Coincidentally, he sources his coffee from the same part of Africa that we source our quinine. In terms of origin, passion and taste, there’s a real synergy and also an amazing alchemy that is happening between the coffee and Fever-Tree tonic. It tastes damn good. It’s a crisp play on the bitter and sweet flavors found in both espresso and tonic water – a shot of espresso poured over a glass of Fever-Tree tonic and ice.

BM: If someone's palate has been wrecked by poor tonic sodas, what product do you suggest for them in your portfolio?

CC: Because the soda gun is so prevalent in the United States, many consumers have gotten used to sub-standard tonic that comes out of the guns in bars and restaurants. When someone tastes Fever-Tree for the first time, it is a revelation. I would start with Fever-Tree Indian tonic water because it communicates the basic qualities of a good tonic: A balance of bitterness and sweetness, subtle but impactful bubbles, combined with aromatic citrus elements that layer on the tongue. Not sickly sweet or cloying, it’s a great palate cleanser.

By Nicole Schnitzler

(Photos Courtesy of Fever-Tree | From left: CoFounder Tim Warrillo in the Congo; Full Range of Products; Whiskey & Ginger)