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Thomas Henry on becoming the global bartenders’ brand
In our latest video, Thomas Henry discusses the biggest drinks trends and its goal to become the global bartenders’ brand.
German tonic and mixer producer Thomas Henry returned to Bar Convent Berlin (BCB) in October. An army of world-class bartenders followed suit, and jumped behind the stick at the brand’s ‘Highball Hub’.
Guests will have seen the bar consistently at least three-to-four people deep, providing the brand with no shortage of clientele to chat to.
So, what are the biggest trends the brand noticed from this year’s event?
“Last year was all about agave,” said Benedikt Fimpel, head of international business at Thomas Henry. “This year, we see a slight shift to non-alcohol and low-alcohol, apéritifs, early occasions.
“It’s not about 40% ABV, but maybe 30%, maybe 25%. The good thing for us, being a non-alc company, is I always say we’re a chameleon. We’re very much dependent on alcohol because we’re a mixer, but also we mix with non-alc.”
However, he does not see this being the “end of the Paloma story”, and 2025 will continue to be important for Thomas Henry’s Pink Grapefruit bottling.
Fimpel added: “We have an amazing pink grapefruit liquid made with real grapefruit juice so that’s our biggest-selling proposition. It tastes like grapefruit because it is grapefruit – and that makes our liquid very unique in the market. I don’t see a mixer with more than 10% grapefruit juice content, so it definitely stands out.”
Looking further into the future, Fimpel is keen to grow its Berlin success to BCB’s sister show, Bar Convent Brooklyn.
“In two years’ time, I want to have the same at BCB Brooklyn, to have bartenders come together [and] have a good time,” he said. “We are becoming a global bartenders’ brand. So, all the pieces are in place; next year’s going to be a big year for us, so we’re expecting major growth in these times also next year.”
Click the video below to watch the full interview with Thomas Henry’s Fimpel. For more video content, visit The Spirits Business’ YouTube channel.
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