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London Essence Fresh Serve sees sales success

Tonic sales in venues that installed The London Essence Company’s Fresh Serve dispense system have risen 16% with a further sales increase of 25% expected over the next six months.

London Essence Co Fresh Serve has driven on-trade tonic sales up 16%

Unveiled by The London Essence Company in November last year, the system has since been installed in 40 venues ahead of a wider rollout next month.

Russell Goldman, UK managing director at The London Essence Company, said: “We are thrilled with the success of London Essence Fresh Serve in its trial stage – it not only offers a solution to both consumer demands for premium drinking experiences but also meets trade needs for great quality and operational simplicity.

“The initial sales figures have surpassed all expectation and we’re looking forward to seeing the continued success as we roll out nationwide.”

The Fresh Serve dispense system allows venues to serve classic and flavoured tonic waters. According to London Essence Co, serves over the festive period were dominated by London Essence Indian Tonic (65%), followed by flavours including Elderflower (13%), Cucumber (10%), Rhubarb (7%) and Grapefruit (6%).

The new serve system is also said to meet the “growing demands for improved sustainability”, with its bag-in-box approach reducing packaging by 96%. Fresh Serve has also led to cost savings of 17% in venues since launch.

A spokesperson for The Club House in Liverpool, which has installed the system, said: “We have a high gin and tonic sales mix here at The Club House and there has definitely been an increasing demand for different flavoured options as consumers become more experimental in their drink choices.

“The London Essence Fresh Serve has been a massive help in allowing us to meet that demand for choice without overstocking the bar with lots of different bottles. It’s also a real showpiece and acts as a great talking point with customers.”

The system will roll out nationwide from March 2020. To find out more and register your interest visit

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