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...

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