According to the New York Times, Fever-Tree's tonic water is "a mixer to be taken seriously." Fever-Tree describes this lighter-style tonic: "Using the most authentic strain of quinine and the finest lemon oils from Sicily as well as thyme, geranium, rosemary and mandarin, we have created a delicious new taste experience. For a delicious and refreshing summer drink, serve with a premium vodka of your choice over plenty of ice. Add a sprig of lemon thyme to bring out the subtle flavors of the Mediterranean Tonic." Following a disappointing tasting in 2000 to find the best tonic on the U.S. market, Charles Rolls—who built his reputation running Plymouth Gin—joined forces with luxury food marketer Tim Warrillow to analyze the composition of mixers. In 2004, they began creating mixers using natural and fresh ingredients. "Fever-Tree" refers to their first product launched to the UK, a Premium Indian Tonic Water, in early 2005. "Fever-Tree" is a colloquial name for the Cinchona Tree, where quinine, a key component for tonic, is found.