Posted: Oct 13, 2015 at 4:01 PM
(Last Updated: Oct 21, 2015 at 10:41 AM)
Launching a tonic water is a bit of a balancing act. On the one hand, there’s a need to differentiate to stand out from the generic stuff as well as the more premium products that are already on the market. On the other hand, there’s only so far you can push the flavor without tasting like something other than tonic water. And after all, tonic water is supposed to be a part of cocktail, not the focal point. All of that being said, Boylan’s approach is one that takes classic flavor, made with high quality ingredients, and puts it in a classic-looking package that’s befitting of any high-end restaurant or bar. The flavor of the product nails the classic bitter flavor that you’d expect from any good tonic water, with key lime, bitter orange, spices, and quinine (along with added flavorings) as the source of what you taste. But the packaging is really what Boylan’s wants you to hone in on, having gone so far as to actually co-brand the product with the designer, W&P Design. It’s a unique approach, especially for a product that’s simultaneously trying to sell you on its 1891 “heritage.” It’s hard to say how much this partnership will or will not matter, but it’s an eye-catching looking product, even if it’s understated in comparison to the packaging of the liquor that it’s likely to be paired with. Overall, it’s hard to call this an innovative product, but it’s definitely one that can hold its own with the other high-end tonic players.