The anthropologist Joseph Campbe ll believed that there were common themes to heroic quest stories found in societies around the world. He outlined his idea of , which influenced George Lucas before he wrote the original screenplay. There’s more than a hint of in Fever-Tree’s creation story, which involved treks to the British Library to research recipes and adventures in the African jungle looking for the perfect tonic. Like other heroic quests hunting for and returning with a highly prized elixir, this has captured consumers’ imaginations, with the brand now selling in over 85, growing revenue 18-fold to a forecast £385m in 2023. The story is not over, though, with the brand now facing a new mix of challenges.
