Double Dutch & UK Premium Mixer Market

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You almost lead with your niche cucumber and watermelon flavors and then you can add on more standard premium tonic, which stops the bartender going and buying Fever-Tree or Fentimans?

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Yes, exactly. Double Dutch is very much about the flavors – what makes us unique – but then we also have the most awarded standard Indian tonic water and the most awarded ginger beer.

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How would you describe your target consumer, versus typical competitors?

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Our data from online and retail shows our consumer is seven to 10 years younger than our main competitors. We have a different aged audience but they also engage in different interests. Our core audience is, very much, a vibrant and young consumer, between 28 and 40 years old. An audience that is a little bit more affluent, lives in metropolitan cities, is looking for experimental food and drinks. We are not making it complicated. Vibrant and fun; let the party start.

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When you go to a UK wholesaler, what would you say is your sales pitch to them? I guess they also carry all the other brands, as well?

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I think there are two sides. On the one hand, we need to work as closely as we can and push as hard as we can to their customers, so our sale is always to a really nice bar, hotel or restaurant and then they buy from Matthew Clark and we make sure that they can buy the whole range. That is the business model; you need to be able to give Matthew Clark the distribution business, but we need to do the work and get the hotel and bar to buy Double Dutch products.

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