JKR

Tim Warrillow

Making the perfect G&T

Platform met again last Tuesday when our speaker was Tim Warrillow, co-founder of Fever-Tree. Tim has a passion for serving the perfect G&T and seven years ago set out on a mission to create the ideal mixer – one which complements the spirit, rather than disguising it.

Achieving this has been no mean feat. Creating the perfect tonic demands the finest ingredients. In the case of tonic, quinine is what separates the great from the good. The problem being that it’s not that easy to source. In fact, it required Tim to trek to one of the hardest to reach corners of the world. Only in a remote and AK47 protected part of the Eastern Congo could he secure a supplier. But one taste of a Gin & Fever-Tree and you’ll understand why he went the distance.

Success so far has been phenomenal, both at home and abroad. In Spain, where creating the finest G&T is somewhat of a ritual, the brand has been going down a storm. Fever-Tree has even made the menu at Ferran Adrià’s El Bulli.

So here are the four key lessons we learnt from Tim’s talk:

1.    Persevere for true product differentiation

In this case, Tim knew that quinine was the essential ingredient and would go to whatever lengths to source it. It is the basis of the quality that Fever-Tree has built its reputation on. Not only does it help the brand stand out, it helps it stand for something.

2.    Find some passionate brand advocates (ideally with profile!)

Fever-Tree has an impressive list of endorsers who have driven interest and credibility around the brand. From Heston Blumenthal to bartenders around the globe, Tim has managed to make the people that serve the brand as passionate about Fever-Tree as he is.

3.    Look for complementary markets

The premium spirits market is big and growing. However, it is also highly competitive and pretty congested. Tim spotted that the market was calling out for a charismatic premium mixer brand to make it complete. The salt to gin’s pepper if you will. What other markets are crying out for new complementary products…

4.    Opportunities for affordable indulgence

Even in times of economic hardship, people need to treat themselves. It’s the relatively inexpensive things, like a great G&T, that don’t get sacrificed.

Platform meets again on the 15th November when our speaker will be William Kendall, former owner of New Covent Garden Food Co. & Green & Black’s. If you’d like to come along, e-mail Amy at amymaw@jkr.co.uk and she’ll do her best to get you onto the list.