As part of our Brand121 series, Creativebrief CEO Charlie Carpenter is joined by Fever Tree CMO Jeremy Kanter.

This interview is a part of our ongoing Brand121 interview series, aiming at getting a sense for how brands are feeling and responding at the moment. Five and half months in to his role (more time spent at home than in the office) Jeremy shared his thoughts on where marketers go from here. How the closure of bars and restaurants was an obvious negative for Fever-Tree, but how people were instead embracing the product at home. How adaptation was needed to match the current climate, but how keeping the context of their value to people remained for Fever-Tree.

This coincides with our latest survey on brand attitudes to pitching and the role for agencies in the current climate. A survey we did with 50 senior brand marketers to gauge sentiment and a feel for outlook in the months ahead. 

Jeremy joined Fever-Tree in February 2020. Before that he was the top European marketer for Guiness at Diageo where he worked for more than 15 years. During his time at the comapny, he held roles including chief marketing officer at Diageo Mexico and European marketing director for beers and ciders. Earlier in his career, Kanter worked at Unilever, BBH and The Times.