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Podcast: Scratch: CMO Interviews
Episode: How Fever-Tree Became the Leader of the $9.5Bn Premium Mixers Category
Description: 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 yo...