Olly Wehring

What price premium II?

By: Olly Wehring - 22 June 2010 17:32

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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.

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What price premium II?

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