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Fever-Tree promotes G&T in India with Nick Clegg
Fever-Tree Tonic Water is travelling to India as part of a trade envoy with Deputy Prime Minister Nick Clegg next week to premiumise the country’s gin and tonic market.
Fever Tree tonic water will count India as its 50th export marketWhile Fever-Tree eyes India as its 50th export market and return to the roots of the gin and tonic, the UK Trade and Investment (UKTI) delegation’s visit to India is part of government plans to increase British exports to £1 trillion by 2020.
The group will hold events in Delhi, Mumbai and Bangalore from 25-28 August.
Fever-Tree, which currently counts annual revenues of £25 million, is making exporting a company priority, with 70% of sales coming from overseas.
Charles Rolls, co-founder of Fever-Tree with Tim Warrillow, said: “India is now one of the five largest gin markets in the world and will provide us with a long-term platform for growth.
“Traditionally a whisky market, white spirits have grown in the region in recent years and we hope to capitalise on the popularity of western drinking habits in bars, restaurants and hotels.”
The gin and tonic grew in popularity in India during the early 19th century, when the British Army stationed in the country began mixing their daily dose of quinine with sugar, water, local fruits and gin.
“We have been championing the gin and tonic boom across Europe over the past years and will now, almost two hundred years later, return an all-natural premium tonic water back to its spiritual home,” added Warrilow.