lixir tonic

with Matt Mahatme, Co Founder

So, tell us all about Lixir tonic!

Lixir Tonic is a range of all-natural flavoured tonic waters. The idea developed over a couple of years when Jordan my business partner and I noticed that whilst there were loads of flavoured spirits, in particular gin, the same couldn’t be said for mixers. So we set about creating mixers that placed a greater emphasis on new and exciting flavours as well as being versatile, and thus Lixir Tonic was born! We’ve got 5 tonics in our range, our Blood Orange & Cinnamon, Rhubarb & Ginger, Elderflower & Lemon, Classic Indian and Refreshingly Light.

What’s been the most enjoyable part of your start-up journey so far?

There have been so many great parts of the journey! If I could be cheeky and pick two I’d say the reactions of everyone that’s been luckily enough to try Lixir Tonic samples.

“Seeing people actually enjoy the liquids themselves has been so rewarding.”

Secondly, the awesome feedback we’ve had from industry experts that have backed the idea and believe we’re on to something, that’s a great feeling.

Are there any companies that have inspired you?

For me, I love Innocent. They created a whole new market for smoothies and started in a similar way to us with friends wanting to change a category. They’re social media kings too and both of us love how, despite being a multinational, they’re still really personable and about having fun, not to mention that they give back a lot. We’d love to emulate that.

When people see the Lixir logo, what do you want them to think?

That’s a great question! We want to come across as fun, exciting and personable, and that’s something we want people to think when they see the logo.

“We want to come across as fun, exciting and personable, something we want people to think when they see the logo.”

It would be unreal for us for people to associate Lixir Tonic with good times with friends.

Out of all the drinks you could have chosen to make, what drew you to tonic? 

It was an obvious place for us to start with Fever-Tree really rejuvenating the category, that alongside the gin boom. We wanted to try and replicate the flavour experience of flavoured gins and with tonic being the most common pairing we thought it was a no-brainer.

What does success look like to you?

Turning Lixir Tonic into a viable business venture where we’re readily available for 100’s of people to enjoy, that would be success!

What made you choose to crowdfund, over more ‘traditional’ routes?

There are so many positives to crowdfunding that people may not actually realise. It’s a great way for us to turn our idea into reality by raising capital through the collective effort of customers, individual investors, friends, and family, which will help fund our first production run.

“There are so many positives to crowdfunding that people may not actually realise.”

Simultaneously it will prove there’s a demand for Lixir Tonic by getting people to back our product that doesn’t yet exist and allows us to give something back in return. By giving supporters reward packages, not only will they be supporting a British start-up but they get to be the first ever to get their hands on our full range which is pretty cool. It’s also risk-free, if we don’t hit our target all our backers will receive a full refund so there’s an added element of security for them too.

What makes Lixir more than just a mixer?

Simple! Our qualities as a stand-alone drink. Whilst our range pairs well with a variety of white and dark spirits our flavoured variants are all enjoyable neat over ice, for a refreshing and sophisticated adult soft-drink, no more compromising!

How can people help you reach your goal? 

With our crowdfund people can help by pledging and buying rewards packages (from as little as £10), spreading the word is really important too, so even if you’re not in a position to support financially just sharing across social media to family friends and colleagues can really push our campaign!

 

“If you’re not in a position to support financially just sharing across social media to family friends and colleagues can really push our campaign!”

It’s also worth mentioning that with some of our packages we’ve partnered with some awesome spirits companies so there’s an opportunity to support other British companies at the same time.

What can we expect from Lixir in the next 12 months?

We both have really ambitious dreams for Lixir Tonic. If we successfully hit our crowdfunding target you can expect us to get distribution in the trade for Lixir Tonic and in 12 month’s time we’ll (fingers crossed) be readily available in bars, pubs, and online for everyone to enjoy. We’ve got some pretty awesome marketing plans for the next year that will not only help us grow the brand but get people experiencing tonic in a new way. Watch this space!

Lixir certainly don’t intend to slow down! You can help them out by pledging here, or simply share the link with your friends! Who could say no to these smiley lads?

04/2018