Blog: Olly WehringWhat price premium?

Olly Wehring | 22 April 2010

I managed to grab some time with Diageo's chief marketing officer, Andy Fennell, yesterday and a fascinating chat we had too. The fruits of our conversation will be up on just-drinks early next week.

I thought I'd take the opportunity to ask Andy a question that I've been scared of asking anyone in the drinks industry, since I joined just-drinks, for fear of looking, well... a bit stupid.

"What price is premium?"

The term 'premiumisation' may remain a spellcheck candidate on Word, but in our industry it has become ubiquitous with every single one of you. But, how much does a product have to be to qualify as 'premium'?

"The generally accepted definition of premium (in the spirits category) is at the Smirnoff, Captain Morgan price point and upwards," Andy told me. "If you're in the US, you're talking US$10 and up per standard bottle is premium, $20 and up is super-premium and $30 and up is ultra-premium."

Do these levels ring true with your firm? Because $10 per standard bottle strikes me as remarkably good value for a bottle of premium spirit.


BLOG

just-drinks technical issues - 24 August

We had some technical problems with the just-drinks site yesterday....

BLOG

P Diddy vs 50 Cent in vodka wars

No self-respecting rapper is without some affiliation to a booze brand. Vodka is de rigueur, thanks to P Diddy and his tie-up with Diageo and Ciroc. ...

BLOG

Beer and breakfast DO go together

Is this the true breakfast of champions?...

BLOG

Is this the worst drinks ad of all time?

We are well served in the drinks industry by quality advertising campaigns....

just-drinks homepage



Forgot your password?