Fever-Tree: Justifying price premiums with innovation and experience

Anna Hamill

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

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...

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