RE: EXCELLENT BRAND !26 Jul 2021 13:09
The founders took inspiration from a traditional family tonic recipe dating back to 1903 to create their first product and to build their brand. The founders wanted to return heritage, tradition, and authenticity to a line of beverages that define an era of discovery. East Imperial's purpose was, and still is, based on this philosophy: to explore, discover, inspire, and serve all while being mindful of the need to take care of the planet
After spending nearly two years developing the tonic recipe, creating and designing a brand, and deciding on the brand's market position, its price point and bottle size, East Imperial New Zealand was incorporated in November 2012. With the appointment of newly established distribution partners, Proof and Company in Singapore and Neat Spirits in New Zealand, East Imperial's first release would soon follow. This was the Old World Tonic in April 2013 in both the Singapore and New Zealand markets.
In late 2014, East Imperial successfully brought to market a more contemporary style of tonic water, Burma Tonic, now known simply as Tonic Water within the range. Burma Tonic contained less sugar than its competitors' products, while also having a higher quinine content, and was marketed around the idea of showcasing to consumers the Long Pink Gin, made famous at the Pegu Club in Rangoon at the turn of the 20th century. Burma Tonic was designed to complement all gins, in particular London Dry Gins, the most popular style of gin sold. Burma Tonic is now the largest seller in the East Imperial range.
With Burma Tonic now in the market, East Imperial expanded its distribution footprint by opening up markets in Hong Kong (via Proof and Company), BreakThru Beverages in Miami, and Ultra-Premium Brands in the Czech Republic.
2016 saw distribution agreements put in place within Denmark, Sweden, Australia, Belgium, The Netherlands, and the United Arab Emirates (UAE). East Imperial continued to add new products to the range with Thai Dry Ginger Ale, Yuzu Tonic, and Grapefruit Tonic.
2018 also saw East Imperial recognised by Drinks International Global Survey as 2nd Top Trending Tonic (behind the much-older Fever-Tree). In 2019, East Imperial continued the expansion of the range, with the release of two notable collaborations; Grapefruit Soda, with US-based bartender Jim Meehan, a direct response to the growth of premium tequila in the North American market and the need for a premium mixer to complement, and Royal Botanic Tonic, a partnership with The Royal Botanic Gardens, Kew, UK. Kew played an important role in the story of quinine, transporting cinchona tree seedlings from South America to India. This use of this vital medicinal plant eventually led to the world's most popular ****tail, the G&T. This is an important partnership for the brand as it underlines key brand attributes of authenticity and tradition and sustainability.
2020 also allowed East Imperial to focus more attention on new product development. Both Yuzu Le