Charles Rolls, the man credited with the revival in fortunes of the Plymouth gin brand, has joined premium tonic water company Fever-Tree Ltd.
 
Together with Fever-Tree founder David Bromige (a long-time drinks industry innovator associated with Pölstar Vodka), Rolls and colleague Tim Warrillow have merged their interests with Fever-Tree.

The merged business will be run by Rolls as managing director and Warrillow as deputy MD.
 
"Premium vodkas and gins have become a regular part of the consumer's repertoire but they are forced to mix them with the same old tonic waters," said Rolls. "Overpowering aromas and cloying tastes of artificial sweeteners and manufactured quinine are the standard in existing tonic waters.

"Fever-Tree's taste and aroma are blended to enhance the flavour of the great gins and vodkas, not overpower them. We use only natural ingredients including four carefully-blended botanicals. The resultant taste is noticeably better - softer and more natural tasting."
 
Fever-Tree tonic was launched in February this year.