Alcohol pricing

This best practice paper outlines five tactics that marketers of alcoholic drinks can employ to differentiate themselves in market and achieve a premium price positioning.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands