CLASS chats to Eldon Robson, owner of Fentimans and great grandson of Thomas Fentiman. 

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It means an enormous amount, on both a personal and professional level. I’m incredibly proud of our heritage. Fentimans has such a unique origin story, yet not many people know how it all began. In 1905, Thomas Fentiman, my great grandfather, was approached by a fellow tradesman for a loan. A deal was struck and a recipe for Botanically Brewed ginger beer was provided as security. The loan was never repaid so he became the owner of the unique recipe, which he began using to produce Fentimans Ginger Beer. To still be brewing our drinks using that same time-honoured Botanical Brewing method after 120 years is remarkable.

Bringing the brand to mass market in the late 80s was a big leap of faith for me, it felt like stepping into the unknown with Botanical Brewing leading the way. I think if any of the original Fentimans family members were around today, they’d be very proud of what the Fentimans brand has become. It’s been hugely important to me to honour the legacy while continuing to innovate. To see the company still thriving today, rooted in tradition yet evolving with the times, is just incredible.

What do you think makes Fentimans special?

It all comes down to the way we make our drinks. Botanical Brewing is at the heart of everything we do. It’s a traditional process, but it gives our drinks a depth of flavour and distinctive mouthfeel that really sets us apart from anything else in the market. It’s the quality and bold flavours that consumers can’t get anywhere else and the reason we have life-long Fentimans fans.

We’re also incredibly passionate about the quality of the ingredients we use. We have always taken great care in sourcing the best botanicals from around the world. I have very fond memories of working with people around the globe to search for the perfect ingredients that make Fentimans flavours so unique, from orange and lemon oils to rose petals and ginger.

I love the creative side that comes with such a special brewing process, crafting new flavours, taste testing ingredients… it never gets old. Even now, I still taste every new product we make. That’s how much I care. It’s not just a business, when it comes to the quality and taste of our drinks, it’s personal.

What has been the key to the success of Fentimans over the past 120 years?

The key has been staying true to who we are. We've always stuck to our Botanical Brewing roots, using quality ingredients and doing things properly and that’s never changed. We could have taken the decision to make processes easier or cut costs, however we’ve resisted the pressure to move to other production methods or to introduce manufactured flavours, because we know what makes our drinks special is the care and craft behind them.

At the same time, we’ve never been afraid to experiment. Flavour has always been a huge part of the Fentimans story, from the timeless classic of our Ginger Beer to the more recent success of our Rose Lemonade. That combination of respecting our heritage while continuing to explore and create is what’s kept us going for 120 years and, I hope, for many more to come.

What is your proudest achievement in the business?

Honestly, there are so many special moments. But I still feel such pride in seeing our drinks out in the world, in some truly special places, from iconic hotels to much-loved cafés tucked away in corners of the globe. Every time I spot a Fentimans bottle on a shelf or a menu, especially somewhere unexpected, it’s still a real moment of pride.

But more than that, I’m proud of how the business has continued to evolve. Every challenge we’ve faced has pushed us to grow and adapt and we’ve never stood still, even in the most challenging environments. We’ve built a loyal following of people who genuinely love what we create and that means everything. Seeing the passion that people have for our drinks will never get old.

What are your best moments with the business, from childhood to now?

Some of my fondest memories go right back to childhood. I used to love helping deliver bottles with my uncle and grandad, as it was always a bit of an adventure doing the doorstep deliveries. I also loved playing around in the flavour room at the old factory, taking in the aromas of freshly milled ginger root and hops, smelling the various flavours. Those memories have stayed with me for life and back in the 80’s guided me in launching the next chapter of Fentimans. That connection to the family and the craft has always stayed with me, it's in my blood.

One moment that always stands out is producing my very first bottle in 1987. I still have it, as it’s a reminder of where my journey leading Fentimans began. These moments are a huge part of what make the brand and the story so meaningful to me.

What are some of the current challenges you're facing, and how are you overcoming them?

Like every business right now, we’re navigating our fair share of challenges, whether it’s rising costs, tax increases, or new regulations like the upcoming glass tax under the ERP scheme. It’s a tough landscape, and we’re certainly not immune to it.

But what’s always seen us through is our commitment to quality and flavour. No matter what comes our way, we won’t compromise on taste or the way we craft our drinks. We’ll adapt, of course, we have to, but we’ll do it in a way that stays true to who we are. That’s how we’ve weathered challenges for over a century, and it’s how we’ll keep going.

How important is it to take risks within business?

I think it’s essential, especially if you want to keep evolving. In our case, that often means taking creative risks with flavour. We always want our drinks to stand out, and that means being bold and willing to try new things.

That said, there are certain things you should never risk. We don’t compromise on quality, on taste, or on the way we make our drinks. Cutting corners or cheating the process just isn’t in our DNA. You have to protect what makes your brand special.

For me, instinct plays a big role too. Some of the best decisions have come from trusting that gut feeling, especially when it comes to flavour.

What is your favourite Fentimans flavour?

That’s an easy one. It has to be Orange Jigger. There’s just something about it. It’s bold, zesty, and full of character, just like the brand. It’s a flavour that really captures the essence of what we do: layered, refreshing, and unapologetically different.

What does the next 100 years of drinks manufacturing look like to you?

I think the future of drinks is going to be driven by younger generations and they’re already showing us what they want. Bold flavours, real ingredients and drinks that feel like an experience, not just an afterthought. They’re drinking less alcohol, so what’s in their glass needs to be brilliant. It can’t just be just any old can of cola, it has to be crafted, considered and exciting.

For us, that’s an opportunity. We’ve always believed that non-alcoholic drinks should be just as complex and enjoyable as any cocktail or spirit. If we stay true to that, keep pushing boundaries with flavour, and continue to respect the craft, I think the next 100 years could be even more exciting than the last.