It's perhaps a sign of how much Fever-Tree, maker of premium tonic water, has engendered itself into the UK consumer psyche, that it was recently announced as sponsor of the Queen's Club tennis championships this coming June, the annual precursor to Wimbledon.
The London-based brand follows in the footsteps of another drinks brand, Stella Artois, which sponsored the competition between 1979 and 2008, and which formerly traded off the motto 'reassuringly expensive'.
At Fever-Tree, there's no need to adopt such a slogan - in just a few short years, it has become one of the UK's most loved beverage firms, with the sales to boot.
