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
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