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Charles Rolls
Whether piloting his own plane or engineering the turnaround of a blue chip brand, it is Rolls’ zest for living, as much as his passion for the business of business, that has fuelled his success. Fevertree, Ltd., a company producing a line of premium artisanal mixers, is his latest (ad)venture, and for Rolls it represents a culmination of experience, timing and an inspired market niche that is a perfect extension of a rewarding career and his passion for the perfect cocktail.
In 1997, Plymouth Gin, a venerable, 200 year-old British brand of premium spirits and the gin of choice of Winston Churchill, was languishing. With Charles’ guiding hand the company went from forgotten brand to the bartenders’ choice. Rolls and his backers sold the brand to Absolut vodka in June 2001 and Rolls left to seek a new challenge.
After those four years spent reviving a top-quality gin, Rolls had taken a good look at the drink’s classic tonic accompaniment and, realising that premium spirits deserved premium mixers, launched Fever-Tree with partner, Tim Warrillow. In a mixer marketplace dominated by cheap artificial ingredients, saccharin, synthetic flavouring and colouring, Rolls knew that the time had come for a premium line that would distinguish itself on the basis of quality, provenance of ingredients and taste. A taste to enhance, not mask, the great gins.
Rolls’ experience re-branding Plymouth stood him in good stead in developing Fever-Tree’s premium all natural mixers. Plymouth certainly provided him with an education in the art of choosing the finest botanicals (the gin contains seven), which enabled Rolls to carefully source his Fever-Tree ingredients (the tonic contains eight).
Today Fever-Tree enjoys tremendous success in the UK, Spain and now the US, winning accolades from top mixologists, gourmet judges and media alike.
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