In this episode, we're joined by Jeremy Kanter, the CMO of Fever-Tree. Fever-Tree is a distinguished global brand known for its premium drink mixers & tonic waters, designed to complement the world’s finest spirits. Jeremy previously worked as the Marketing Director, of ‘Beers & Ciders’ at Diageo, and has been in this industry for 30 years. In our discussion, we explored: 1- How established companies approach innovation, 2- Signs that a category is ripe for disruption, and 3 - What it truly takes to build an authentic premium brand in a crowded space. In the early stages of a brand, it's important to create advocacy and customs around your product - Jeremy discusses how Fever-Tree did this right from the start. If you are in a crowded category and want to stand out with a premium & differentiated brand, then this episode is for you.
We’re joined by the CMO of Fever-Tree, Jeremy Kanter in this episode. Fever-Tree is a global brand that sells premium drink mixers designed to complement the world’s finest spirits 🥂✨. We discuss, 1 - How incumbents view innovation, 2 - The signs that a category is ripe for disruption, and 3 - What it truly takes to build an authentic premium brand. As Jeremy reveals in this episode, customers often don't think about your products as obsessively as you do; They make decisions based on what’s top of mind for them, and their previous experiences with the brand. So, if you want your customer to ‘stick’📌& have a ‘high lifetime value’, then you need to ask yourself if your product is superior to the rest.
Fever-Tree has an obsessive focus on using the best ingredients and processes, which has allowed them to deliver a noticeably superior & better-tasting drink than their competition. They recently overtook Schweppes to become the top tonic water in the US. Jeremy tells us how we need to be “unreasonable” about quality and not accept the category norms because it’s the job of marketers to find innovative ways to add value. We dive into what it takes for a brand to be recognized as “premium” in its category, and how to mobilize ‘advocates’ to build the grassroots support your brand needs, especially in its initial stages 🌱🤝. Jeremy's marketing model begins with an exceptional product, developing channel/ritual advantages, cultivating advocates, and only then moving to broader advertising & comms. If you are in a crowded category and want to stand out with a premium & differentiated brand, then this episode is for you! 🌟🚀
Watch the video version of this podcast on Youtube ▶️: https://youtu.be/8HRwwHaR_rE
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Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Jeremy Kanter of Fever-Tree in this episode.
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