Comment - Spirits - Premium without the premium

By: Richard Woodard

Following our discussion of premiumisation in the spirits industry with Diageo's CMO earlier this week, Richard Woodard queries a new, Scotch whisky addition to the price bracket. Is premiumisation a victory of style over substance? Or does it satisfy a genuine consumer desire? the answer, of course, is both.

Comment - A Word with Woodard - Premium without the premium

29 April 2010

just the Answer - Andy Fennell, chief marketing officer, Diageo

27 April 2010

In this month's just the Answer, we sit down with Diageo's chief marketing officer, Andy Fennell, who assumed the post in September 2008. Fennell timed his promotion to almost coincide with the economic downturn, but remains in strong support of the strategy of premiumisation.