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 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/

https://www.linkedin.com/company/hainespartners/

https://www.instagram.com/youmeandcpg/