If 3/4 of your cocktail is the mixer, mix with the best. It all began in 2003 with a meeting of minds and one simple premise: if three quarters of your G&T is the tonic, wouldn’t you want it to be the best?
Fever Tree's co-founders Charles and Tim, working in different parts of the drinks business, had both spotted that premium spirits were growing quickly, fueled by consumers’ increasing awareness of the provenance of what they ate and drank.
However, this growing interest in premium food and drink had seemed to neglect mixers, a crucial element of the drinks industry that remained flat. It struck them both as extraordinary that people were paying a good deal of money for a high-quality spirit, yet had no choice but drown it with a poor-quality mixer.