This blog forms part of our wider The Best Thing Since Sliced Bread blog series, where we look at some of our favourite innovations in the food & drink industry. We’ll be uploading new posts regularly so keep checking back for some inspiring food for thought…

Rumours have it that gin’s moment in the sun is growing colder as the tequila sector has grown by 700% since 2002 (Supercall). This rise comes from demand for the revival of simple, long mixed drinks, alongside the perceived health connotations of tequila. Such benefits include its content of probiotics, prebiotics, and agavins, which contain weight-loss properties.

Fever-Tree have capitalised upon this potential new trend by pairing up with Patrón to make a tonic that blends perfectly with tequila. The tonic water is limited-edition, with notes of lime, tangerine and bitter-orange, designed to balance out the citrus and peppery notes of the spirit.

The new offering revolutionises consumer thinking and drinking, recruiting new customers and changing perceptions. The product highlights the mixability of Fever-Tree, emphasising that it isn’t confined to gin, and has long-term brand potential and versatility. Without altering the brand core-essence, Fever-Tree slides smoothly into a new sub-category which makes complete sense, and brings Fever-Tree into a different consumer light.

Fever-Tree have chosen their new partner with brand positioning in mind: a brand with similar values of authenticity, flavour and taste. Through this, they bolster their own brand values and gain additional consumer exposure. This is a familiar Fever-Tree strategy, piggy-backing on other’s success. There is little doubt that they have ‘’owned’’ gin recently, and now they’re attempting to repeat this success with tequila.

When life gives you lemons, add salt, tequila and new Fever-Tree tonic.

Key Innovation: choose your brand partner-in-crime carefully to truly revolutionise consumer thinking.

BY ENGINEER Alice Shinner

Alice.Shinner@thevalueengineers.com