You, Me & CPG by Haines · 2026-03-18 · 35 min
Tonic water is the classic challenger brand case study, and now it’s going through a second wave of disruption. Two decades ago, the category was unloved - lacking vibrancy, cultural resonance and innovation. Then Fever Tree came along and turned everything on its head by offering ingredient-driven premium mixers designed to elevate - not downgrade - their spirit counterparts. Fast forward to 2026, Double Dutch is disrupting the category again with a voracious hospitality-first focus. Extroverted and vibrant, their flavour-driven proposition might just be the perfect tonic for the struggling on-trade. We sat down with co-founder and ‘tonic twin’ Raissa De Haas to chat challenger mindset, cultural relevance, and why focus is critical when the climate gets tough. We hope you enjoy it, and a big thanks to Raissa for jumping into the studio. This episode covers The Power of Doing One Thing Well The Challenger Brand Hack for Cracking Consumer Relevance Why Gen Z Want Feeling Before Function Why Hospitality-only Experiences Will Save the On-trade Why Big Companies often Overcomplicate NPD Raissa de Haas Double Dutch Drinks Jamie Holtum: Haines:
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