Alcohol pricing

Jose Mendoza, Paul Baines and Lynette Ryals
Cranfield School of Management

Some alcohol brands have raised prices despite the economic climate, so what can marketers learn from this to help them build premium brands?

Textbooks tell you that people aim to save money during tough times. Yet, despite the economic difficulties in Europe and the US, premium and super-premium brands in the spirits sector are on the rise. How are they doing it? What can marketers learn from this sector about the development of premium products, and the setting and commun icating of premium prices?

In this article we identify five tactics that distinguish the premium brands from the also-rans; and five 'turbo factors' that are used to catapult a brand into the super-premium or ultra-premium category.