Super-premium tonic water 1724 is poised to grow after being added to the portfolio of leading boutique spirits distributor Cask Liquid Marketing.
After taking it on in July, Cask Liquid Marketing will help to grow awareness and distribution of the brand which was developed to complement luxury spirits.
It is named after the exact spot on the Peruvian Inca Trail where quinine – the key ingredient of tonic water – was first discovered at 1,724 metres above sea level. It was introduced into the UK through distributor 10 Degrees C.
Stuart Ekins, co-founder and head of marketing at Cask Liquid Marketing, said: “1724 fits into our existing portfolio perfectly. Our growing stable of brands now includes three premium vodkas and four premium gins.
“Given the unwavering popularity of the G&T and the V&T, we are well positioned to help 1724 take a bigger share of the evolving premium tonic water market.
“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.”
1724 Tonic Water joins Cask Liquid Marketing’s growing portfolio which, among others, includes Crystal Head Vodka, Aylesbury Duck Vodka and Fords Gin from The 86 Company, Wry Vodka and Silent Pool Gin from Silent Pool Distillers, Gin Mare, and Colonel Fox London Dry Gin.