Alcohol premiumisation is shaping the taste and behaviour of Australian consumers

Atalia Chua

The “Pandemic Premiumisation” webinar discussed how the boom in craft and boutique producers and brands, as well as the movement of sub-segments and brand tiers, are driving consumer preference for a premium tipple.

Premiumisation is the process of making something “more appealing to consumers by emphasising the quality”, said Sheena Rochiramani, senior consultant for liquor and tobacco at Information Resources Inc. (IRi) Australia.

She was speaking at the “Pandemic Premiumisation” webinar by IRi, a data analytics and market research company, and Growth Scope, a liquor intelligence company in Australia.

Generally, premiumisation is done by increasing the price per volume.

Rochiramani said: “This price change is a combination of three main factors. First is the trade-up resulting from range change. That is what retailers are making available.”

For example, the explosion in craft and...

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