Aug 8
Pernod Ricard built the world's #2 spirits empire brand by brand. Inside premiumisation, global distribution and Ricard family control.
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Pernod Ricard built the world's #2 spirits empire brand by brand. Inside premiumisation, global distribution and Ricard family control.
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Why India's Premium Liquor Boom Is Putting State Tax Policies Under the Spotlight
India's premium liquor market is changing rapidly. As consumers upgrade their choices, taxation, state excise reforms and trade policies are becoming just as important as the brands themselves.
Plus glamour, plus fruitées, plus authentiques, jamais dans leur histoire, les marques n’ont autant privilégié cette politique méthodique de luxurisation de l’offre. Une offre dépassant le cadre désormais trop étroit de la simple nouveauté pour explorer des formes de consommation plus subtiles où prestige et haute valeur ajoutée s’hybrident.
Nouveaux visuels, nouveaux designs, nouvelles égéries, désormais il n’est plus un seul centimètre carré du mix marketing qui n’ait été repensé, affiné, ou optimisé afin de se rapprocher du graal suprême que constitue la premiumisation.
Une stratégie, si l’on en croit les panels, largement gagnante, puisque malgré la crise économique frappant de plein fouet le pouvoir d’achat des français, ces derniers plébiscitent massivement ces nouvelles propositions à haute valeur statutaire.
Alain ROUSSO
Wines from Rioja focuses on premiumisation for 2012 http://ow.ly/bi6e7 just tweeting due to the word premiumisation ! New to me! wine
Premiumisation - made up word of the day? First Drinks pushes premiumisation - http://ow.ly/5MqP5 wine
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