The term “premium” once conjured images of exclusivity and luxury – reserved for only the most discerning buyers. But the world of premium spirits is changing, and the rules are being rewritten.

During our recent webinar, ‘The Premium Dilemma: Understanding the new challenges and standards for premium spirits in a rapidly evolving space’, we explored how younger, values-driven consumers are now shaping the landscape, and it’s not just about what’s in the bottle – it’s about the experience, the story, and the emotional connection.

Defining Premium Today


“Consumers are the smartest they’ve ever been,” remarked Valerie Marks, Marketing Director at The Macallan. “They demand honesty, quality, and trust from brands.” Transparency and sustainability, once differentiators, are now baseline expectations. Premium brands need to go deeper – tapping into what makes them authentic and meaningful.

The Shift in Experiences


Craig Knox, Global Culture Manager at DIAGEO, observed, “You have to be creating premium experiences, not just premium products.” This sentiment reflects the shift from mere transactions to memorable engagements. It’s no longer enough to deliver a good product; brands must make consumers feel like they are part of something special.

Blending Aspiration and Accessibility


Stuart Holmes, owner & director of 5 Consultancy Ltd, pointed out that inclusivity and authenticity are crucial for modern premium brands.

“Creative thinking is the number one priority in today’s market,” he said. Consumers are seeking out brands that feel aspirational yet attainable – a fine balance that resonates deeply in an era of affordable luxuries.

Conclusion


Premium spirits have moved beyond simple luxury. Today’s consumers expect not just high-quality products but meaningful connections and memorable experiences. Brands that embrace authenticity, craft compelling narratives, and make aspiration accessible will lead the way in this competitive and ever-evolving market.