Dear Fever Tree,
Thank you for showing us that innovation and redefining the category rules is not necessarily about coming up with a radically new (i.e. different) idea, but more often it’s about taking something that already exists, and simply doing it better…in your case, much, much better.
I think you’ve been what my cupboard of dust-gathering premium spirits brands has been crying out for all this time…Susy Atkins at The Sunday Telegraph has it right when she writes…”Don’t spoil a superior gin by adding a sweet saccharin mixer – track down Fever Tree.”
Thanks Fever Tree.