Blog: Olly WehringWhat price premium II?

Olly Wehring | 22 June 2010

You may remember, earlier this year, I asked Diageo's chief marketing officer for his company's definition of the term 'premium'.

In what I've unconsciously decided to turn into a riff, I asked the same question of Mathew Bird, head of marketing for wine at Pernod Ricard UK, last night.

There we were at Kensington Roof Gardens as guests of Pernod's UK arm, who were hosting a mid-summer drinks party with Marina and the Diamonds about to 'rock' the club.

Sipping on my absinthe-infused cocktail, I looked deep into Mat's eyes: “What's Pernod's definition of 'premium', then?” I sighed.

Well, according to Mat, in the UK wine industry, Pernod sets the premium level at GBP6 (US$11.90) to GBP8 per bottle.

Another one of these, as and when.


BLOG

The (temporary) return of Paul Walsh to the drinks debate

Paul Walsh just can't stay away from the drinks industry....

BLOG

Budweiser races to stock Mars bars

For those people looking to the Red Planet as shining utopia away from all things earth, look away now....

BLOG

When life gives you lemons, make soap

Bacardi's 42 Below vodka brand has found a novel way to use the lemons left over from cocktail-making: Turn them into liquid soap....

BLOG

Small measures required as Philadelphia soda tax adds up

Philadelphia’s soda tax came into force on Sunday, and is reportedly causing a stir in the city's check-out aisles....

just-drinks homepage



Forgot your password?