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Halo effect in gin creating thirst for premium tonic

Published:  09 June, 2016

Premium brand 1724 Tonic Water has found a new UK distributor as it aims to gain ground in the growing premium tonic market.

From July, 1724 Tonic Water will be represented by Cask Liquid Marketing throughout all sectors of the UK market.

Co-founder and head of marketing at Cask, Stuart Ekins, said there was a growing demand for premium tonic water to match the even bigger thirst for premium gin.

"Given the unwavering popularity of gin and tonic and vodka and tonic, we are well positioned to help 1724 take a bigger share of the evolving premium tonic water market," he said.

"Our initial focus will be to raise brand awareness and continue to grow relations with the on-trade, as well as develop new relationships in the off-trade. Consumers are becoming increasingly discerning when it comes to the tonic water they are drinking, and 1724 offers a much higher quality liquid that works equally well as a mixer, in cocktails or on its own."

Premium tonics have benefitted from a halo effect created by a rise in demand for premium gin - most notably for brands such as Fever-Tree and newcomer BTW.

Last year, Lawrence Mason co-founder of BTW Drinks, said there were not many premium tonic brands in the market and as a bartender, he could not always find a tonic allowed for the full expression of gin to shine through.

But as well as riding the coattails of the gin boom, the introduction of premium tonic water has also had a reciprocal effect and has contributed to gin's renaissance.

1724 Tonic Water will join the three premium vodkas and four premium gins in Cask's portfolio: Crystal Head Vodka, Aylesbury Duck Vodka (The 86 Company), Wry Vodka (Silent Pool Distillers), Gin Mare, Silent Pool Gin, Colonel Fox London Dry Gin and Fords Gin.