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Interview with Jordan Palmer and Matt Mahatme, Co-Founders of Lixir Drinks

This week we caught up with Jordan Palmer and Matt Mahatme, Co-Founders of Lixir Drinks, to talk about the inspiration behind the brand, what they are currently working on and who their dream collaboration would be.

Can you tell us a little about Lixir Drinks and how it stands apart from other flavoured tonic waters and mixers?

Lixir Drinks is an award-winning premium tonic and mixer brand that we launched in 2018 through a successful crowd funding campaign. We set out with the mission to shake up the mixer industry and bring a sense of fun and enjoyment to the category as well as appeal to a younger audience. We spent a year developing the perfect balance with a focus on natural ingredients as we were committed to providing a healthier mixer to the range, paying special attention to the ingredients we were using. For example, quinine is an essential flavour profile in tonic but it’s often way too bitter, so we decided to create all of our tonics with less quinine for a more balanced taste.

There are currently nine mixers in the Lixir Drinks range, including five tonic waters. Lixir is now stocked in bars and restaurants across the UK including Boxpark, where it is the house mixer and internationally. The company is also certified as a carbon-neutral business by Planet Mark, which we are really proud of.

Where did the idea to create Lixir Drink come from?

Like most good stories, the idea for Lixir Drinks was born on a night out. Whilst working together in a bar in Newcastle (where we both studied at university), we noticed the popularity of flavoured spirits, as well as health-conscious drinkers. As two young students watching our pennies, we had a lightbulb moment that it would make more sense to have a range of flavoured mixers rather than a shelf full of expensive flavoured spirits.

Furthermore, there seemed to be something missing – there wasn’t a mixer brand that spoke to a younger audience, and everything in the category seemed very vanilla. Once we had the idea, we then had to make it a reality, so we set out to provide the world with something fresh, natural and unique and got to work experimenting with different levels of quinine and flavour combinations in our kitchen. We want Lixir to be the mixer that makes good times more special and looks as good as it tastes. Long term – our goal is for Lixir to be the most loved mixer brand.

 

Is there anything exciting you are currently working on?

This feels like the first summer for a few years where things are almost back to ‘normal’ for the trade, so we’ve lined up a killer run of festivals and events where we’ll be taking our Lixir VW bar to serve G&Ts to the masses. We’ve also just closed an important funding round that will enable us to continue to grow the team and get Lixir in front of as many new consumers as possible.

Would there be a dream collaboration for the brand?

There are so many brilliant spirits brands out there and new ones launching every day, many of which we are fortunate to work with thanks to our range that mixes well with pretty much everything. But the ultimate collab for us would be with someone like Emily Atack who really embodies what we are all about – having fun, not taking yourself too seriously and spending time with your mates. If you’re reading this Emily, give us a call!

Best piece of advice you have been given?

Jordan: I’ve been fortunate to receive quite a lot of good advice from good people (that’s been some great advice in itself – surround yourself with good people!). But the first rule in Jordans Petersons’ 12 Rules of Life, “Stand Up Straight With Your Shoulders Back” always sticks with me whenever I’m in a challenging situation (both in work and personally). I guess the phrase will have a slightly different meaning to everyone, but it reminds me to stay strong, composed and to get comfortable with being uncomfortable.

What would your ideal day in London be like?

Matt: There are so many great days out in this city but if I had to pick one it would probably be with a bit of a tour of all my favourite venues – start out with brunch at Serata Hall, then head to Pergola for an afternoon of summer spritzes and ending up at Flight Club for some competitive fun with my mates.

To view the full range of Lixir drinks visit: https://lixirdrinks.co.uk

Photography courtesy of Lixir Drinks