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31 October 2022
“Pricing is a real skill”: How Fever-Tree commands a premium
Spirits & liquorsPricing strategy
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.