As the cost-of-living crunch hits consumers and customers alike, premium brands will need to demonstrate the value of their product outside of price. For Fever-Tree, the premium drink mixer brand, key to this is their innovation and superior product experience. 

Why it matters

Much of Fever-Tree’s strategy around pricing rests on product innovation and a premium brand experience that is a step above other competitors in the category, said Jeremy Kanter, the brand’s chief marketing officer, at a Kantar event recently.

The brand looks to at least better than double the experience using the product instead of relying on advertising....