It’s no secret that premium spirits have to taste great. But in today’s world, the liquid is only part of the story. Consumers want something more – a brand that connects with their values and elevates their moments. As Valerie Marks succinctly put it, during our Premium Dilemma webinar, “The liquid is expected to be good—the real value lies in the emotional connection.”

The Role of Emotional Connection

Premium spirits have evolved into more than just beverages. CJ Fiala highlighted, “The joy of premium spirits is being the best part of someone’s day.” Whether it’s a celebratory toast or a quiet treat after a long week, consumers are looking for brands that resonate emotionally.

Experiences Before Taste

April Jackson pointed out a critical shift: “So much happens before consumers even taste the liquid.” Packaging, storytelling, and even the retail environment all shape perceptions long before a bottle is opened.

Quality and Experience Go Hand in Hand

Stuart Holmes explained, “Consumers are demanding more—spending hard-earned money on affordable luxuries means quality and experience must go hand in hand.” In a crowded market, brands that offer exceptional experiences stand out.

The major outtake is that, for premium spirits, it’s no longer just about what’s in the bottle. Success lies in creating emotional connections, crafting memorable experiences, and showing consumers why your brand deserves a place in their lives. After all, the best brands don’t just sell products – they create moments.