Fever-Tree, the premium drink mixer brand, was born as high-end gins took off but consumers found still themselves stuck with cheap, saccharine mixers that didn’t meet the quality of their tipple, according to the company’s CMO.
This was a major opportunity to level-up the premium mixer category: “Our starting point was how do you make a product so good that people are willing to pay [more] for it?” said Jeremy Kanter, Chief Marketing Officer at Fever-Tree, at the Kantar BrandZ event.
Much of Fever-Tree’s strategy around pricing rests on product innovation and a premium brand experience that is a step...