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.