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You, Me & CPG by Haines
Welcome to You, Me & CPG, the podcast that cuts through the noise to
make sense of some of the biggest shifts reshaping the CPG industry.
Your host, Jamie Holtum, will take you beyond the label to focus on the
topics that matter - the meaty, useful and relevant issues that are keeping
CPG leaders up at night.
Our ambition is simple. We want you to leave with genuine real-world
implications you can take back to your team. Ideas that unlock growth,
challenge assumptions and reframe some of the ways your business thinks
or does things.
Brought to you by Haines, a dedicated CPG growth partner working non-
stop on the future of food, drink and wellbeing, You, Me & CPG uncovers
the conversations behind the briefs, where strategy meets reality and big
decisions are made.
Whether you’re a global giant or insurgent upstart, if you want to make an
impact – this podcast if for you.
Learn more and follow the journey at: https://www.hainesmcgregor.co.uk/
You, Me & CPG by Haines
How Double Dutch are Making Mixers the Main Character with Raissa De Haas #27
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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
- Why Big Companies often Overcomplicate NPD
Raissa de Haas
https://uk.linkedin.com/in/raissa-de-haas-02740a61
Double Dutch Drinks
https://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/
