Comment - Wehring's Way: The Vagueness of 'Limited Edition'
Bugbears, by definition, are meant to cause annoyance. I'm starting to find, however, that as I get older I'm actually starting to enjoy my bugbears. Where before they'd make me grind my teeth and roar a little, nowadays I greet them like old friends, with a slap across the shoulders and a tender moment.
I was 41 last week.
My latest bugbear that I'm having tremendous fun with is the term 'limited edition'. I hate it, but I love it. The use of the phrase suggests that consumers need to move fast to get one of these items, because they won't be around forever. It creates a feeling of 'want' that can only be sated right here, right now.
Believe me, I know. Recently, I thought I'd put my product knowledge to good use and start investing in whisky. That way, my son might have something to look forward to on his 18th.
One of the secrets to deciding which bottles to go for is to gauge its availability and weigh it against its price tag. So, the definition of 'limited edition' is pretty important.
All this is obvious, yes?
And yet, you would be surprised how many times we here at just-drinks have to push and push and push for availability details of limited edition launches. Some companies even decline to release these details, deeming them “commercially sensitive”.
The best/worst response I got was from one company who – on condition of anonymity – said they wouldn't release the numbers because “if it proves popular, we could produce some more”.
The phrase has become two different things: to consumers, it's a term of availability; to some drinks companies, it's a promotional term.
We believe the former is massively more important than the latter. And that is why we will continue to push and push and push for this information.
Despite this, I still have to take my hat off to Absolut: The brand has such a reputation for limited releases that its most recent one is so ridiculous as to be just brilliant.
What do Bacardi, Diageo and Pernod Ricard have in common? Aside from the obvious, Ian Buxton proffers that they share the same problem when it comes to Bourbon, and that's their lack of it....
- The End of the Road for International Beer Brands?
- Comment - Another One Bites Bacardi's Dust
- Allegro: The shape of things to come at Pernod?
- Pernod Ricard's FY Performance by Region, Brand
- US craft vodka puts squeeze on Pernod's Absolut
- Mast-Jägermeister targets UK off-trade boost
- Pernod bemoans tough FY as sales, profits drop
- ASA bans Jägermeister TV ad
- Bacardi announces CFO switch
- SABMiller exec to become CFO at Beam Suntory