Date(s) - Wednesday, August 3, 2016
7:45 am - 9:15 am
Mishcon de Reya
Africa House, 70 Kingsway
Just the Tonic: Premiumisation of a Stagnant Industry
Following a ‘tonic tasting’ on the US market, Charles Rolls – who built his reputation running Plymouth Gin – joined forces with Tim Warrillow, who had a background in luxury food marketing, to analyse the composition of mixers. They discovered that the majority were preserved with sodium benzoate or similar substances, while cheap orange aromatics such as decanal and artificial sweeteners (such as saccharin) were widespread.
And so started a 15 month journey. Days in the British Library researching quinine sources from as far back as 1620, trips to find the purest strains of this key ingredient and 5 iterations of the recipe were tasted before Charles and Tim were happy with the result and the first bottle of Fever-Tree Indian Tonic Water was produced in 2005.
Sponsored by Mishcon de Reya
Mishcon de Reya is a law firm with offices in London and New York, offering a wide range of legal services to companies and individuals. The firm acts for businesses, wealth owners and dealmakers to help them make the right choices for their private capital and ventures and then offer the practical support to populate, grow and protect their assets.
Mishcon de Reya is committed to helping nurture UK entrepreneurship. Earlier this year, the firm teamed up with City A.M., The Entrepreneurs Network and The Supper Club to create the Leap 100 list, which offers a window into the working life – and identifies the challenges facing – some of the UK’s most exciting, fast-growing companies.
Mishcon de Reya is an enthusiastic sponsor of the Leap 100 Power Breakfasts: it is vital for entrepreneurs and business leaders – from across the UK – to discuss the current trends and challenges of successful growth.
To enquire about how to attend Leap 100 Power Breakfasts, please email firstname.lastname@example.org