Alcohol pricing
Jose Mendoza, Paul Baines and Lynette RyalsCranfield 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...