How Double Dutch are Making Mixers the Main Character with Raissa De Haas #27

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 coversThe Power of Doing One Thing WellThe Challenger Brand Hack for Cracking Consumer RelevanceWhy Gen Z Want Feeling Before FunctionWhy Hospitality-only Experiences Will Save the On-tradeWhy Big Companies often Overcomplicate NPDRaissa de Haashttps://uk.linkedin.com/in/raissa-de-haas-02740a61Double Dutch Drinkshttps://doubledutchdrinks.com/https://www.instagram.com/doubledutchdrinks/https://www.linkedin.com/company/double-dutch-drinks/Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/Haines: https://www.haines.partners/https://www.linkedin.com/company/hainespartners/https://www.instagram.com/youmeandcpg/