Raissa De Haas | Co-Founder | Double Dutch Drinks
Raissa De Haas is a name that stands out in the world of premium drinks, though her journey did not begin directly in the wine industry. Alongside her twin sister Joyce, she co-founded Double Dutch Drinks, a mixer brand that has transformed the way people think about pairings and the overall drinking experience.
From the beginning, Raissa was clear that she did not only want to innovate within wine or spirits, but rather improve the entire serve. While spirits were advancing rapidly with new products and trends, mixers often stayed behind. For her, this gap was an opportunity to create something fresh, something that would elevate both wine and spirits alike. At EliteX, we are proud to have Raissa De Haas as part of the edition: Impactful Leaders in Wine Industry, 2025.
Her background is not one of vineyards and cellars, but of finance, business, and a lifelong fascination for hospitality and food pairing. That combination gave her the vision and confidence to start Double Dutch. Today, the brand is known for bold flavors, natural ingredients, and a playful personality that has connected strongly with consumers around the world.
“Mixers should enhance, not limit, the drinking experience.”
This belief has been the guiding principle of her career. Raissa noticed that when people reached for a mixer, they were often faced with very limited choices. Spirits had become adventurous and innovative, yet mixers remained predictable. She and Joyce set out to change that by introducing new flavor pairings, lowering sugar content, and ensuring the use of high-quality, natural ingredients. This approach not only helped their brand stand out but also opened new conversations around what a premium drinking experience should feel like.
Looking at the industry in 2025 and beyond, Raissa sees clear shifts. Consumers are no longer only concerned with taste; they are asking deeper questions about quality, authenticity, and sustainability. She believes premiumisation will continue to shape both spirits and wine. People want drinks that tell a story and reflect values they care about. Transparency, whether in sourcing or production, is no longer optional; it is expected.
Innovation plays a key role in this transformation. For Double Dutch, innovation means experimenting with flavors and formats while keeping consumer health and lifestyle in mind. For wine producers, she observes that innovation can mean many things – from exploring new packaging like cans or experimenting with lower-alcohol options, to leveraging data and digital platforms to connect with new audiences. For Raissa, the combination of storytelling and innovation is what makes brands stay relevant.
Sustainability is another area where Raissa has been deeply committed. Climate change is affecting vineyards across the world, and she recognizes the challenge it poses for winemakers. At Double Dutch, she has ensured that the business makes sustainability a priority in every part of the process, from packaging and supply chain choices to partnerships with like-minded producers. She believes that no company can achieve lasting impact alone – collaboration across the industry is the only way forward.
Education also plays a key role in her philosophy. She does not see drinking simply as consumption but as an experience that should be thoughtful and balanced. Through events and partnerships, she encourages people to explore quality over quantity, to learn more about pairing, and to enjoy drinks as part of a healthy lifestyle.
“Quality over quantity is the foundation of a better drinking culture.”
When asked about opportunities for growth, Raissa points to emerging markets and younger consumers worldwide. These groups are embracing authenticity, premium brands, and sustainable values more than ever. For her, the real opportunity lies in connecting with people in ways that feel culturally relevant. Double Dutch, with its colorful personality and commitment to quality, is well placed to meet that demand.
Of course, her journey has not been without challenges. Breaking into a market dominated by large corporations and traditional players was far from easy. Yet, she and her sister stayed true to their vision. They focused on quality, built strong trade and consumer relationships, and held firm to their identity. That persistence has paid off, as Double Dutch is now recognized internationally.
Raissa’s leadership style is built on authenticity and inclusivity. She believes leaders should empower their teams to bring creativity forward and to share ideas openly. This culture of encouragement has been central to the way Double Dutch has grown as a brand.
Technology, too, is shaping the future. From AI tools that provide insights into consumer behavior to digital platforms that help engage directly with audiences, Raissa sees technology as an important driver of change. The same applies to wine producers, who can use data and digital platforms not only for marketing but also for refining production and distribution strategies.
What makes Double Dutch stand out, according to Raissa, is the balance of innovation, sustainability, and personality. Unlike other mixers that try to dominate, Double Dutch is designed to complement – whether paired with spirits or with wine. This makes it unique in the market and attractive to consumers who want their drinks to be more than ordinary.
“Don’t be afraid to challenge tradition – it’s where new ideas are born.”
For young professionals who wish to join the drinks or wine industry, Raissa’s advice is clear. She encourages them to be bold, to challenge tradition, and to bring in fresh perspectives. She reminds them that resilience and strong relationships are just as important as new ideas.
Raissa De Haas represents a modern approach to the drinks industry – one that respects tradition but is not afraid to reinvent the experience. Through Double Dutch, she and her sister Joyce have not only created a successful global brand but have also reshaped how people see mixers. By putting quality, creativity, and sustainability at the center, Raissa continues to influence the wider drinks industry, proving that innovation can come from any corner and still make a lasting impact.
