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Joyce and Raissa de Haas, founders of a successful start-up in the Netherlands, discuss turning a passion project into a business, their winning formula for premium mixers, and their experiences navigating the male-dominated drinks industry.
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Quick takeaways
- The demand for exciting non-alcoholic options in the mixer market is on the rise, creating opportunities for brands like Double Dutch to cater to both consumers who mix them with alcoholic spirits and those who enjoy them as flavorful and healthy adult soft drinks.
- The strong bond and complementary strengths of Joyce and Raissa de Haas as twin sisters have played a crucial role in the smooth operation and growth of Double Dutch, allowing them to navigate challenges and work towards their long-term vision of global success for their business.
Deep dives
The Rise of Non-Alcoholic Drinks
A recent trend shows that Gen Z and millennials are drinking less alcohol and embracing the sober curious movement. As a result, sales of non-alcoholic drinks have steadily risen, prompting more brands to enter the market. One such brand is Double Dutch, founded by identical twins Joyce and Risa de Haas. They noticed the demand for more exciting non-alcoholic options in the mixer market and launched their business in 2015. Today, Double Dutch drinks can be found in more than 40 countries, catering to both consumers who mix them with alcoholic spirits and those who enjoy them as flavorful and healthy adult soft drinks.
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