The Rise and Rise of Alcohol Premiumisation
The Alcohol retail industry has been experiencing significant changes over the years, and the rise of premiumisation is one of the most significant trends that has emerged. Today's consumers are looking for more engaging and sophisticated experiences, and alcohol brands have been quick to respond to this trend.
Alcohol brands are delivering on this premiumisation trend by offering immersive experiences both in-store and at home.
Moët Hennessy | Rosé Lumière
Moët Hennessy recreated a traditional French cinema house in a British luxury department store, Selfridges, to showcase its rosé portfolio. The venue transported visitors to an art deco French theatre, with neon signs and a marquee that lists the names of wines instead of movie titles.
Veuve Clicquot Le Tram, Selfridges
37% of people globally are now making more cocktails at home than in 2020
Bacardi Consumer Survey
Veuve Clicquot | Le Tram
The iconic Veuve Clicquot "Le Tram" takeover at Selfridges transported guests into an optimistic and retro installation. The throwback to the 70s and 80s has inspired the new Veuve Clicquot limited edition tape, a true homage to the audiocassette.
In addition to in-store experiences, brands have also been tapping into the growing trend of home-mixology and home entertaining. With Australians drinking less now than they ever have in the past 50 years, consumers are increasingly choosing quality alcoholic beverages and experiences over quantity.
Fever Tree | Christmas Cracker
To meet this demand, brands like Fever Tree created a gift cracker that was promoted exclusively in David Jones stores through display take-overs and over-sized cracker shelf toppers.
Another way that brands are delivering on premiumisation is by offering new flavour profiles
89% of young millennials like new and experimental flavours when drinking high quality alcoholic beverages.
Moët & Chandon | Champagne Bar
Another example comes from Moët & Chandon, who launched a Champagne Bar in the beauty department of Harrods’. The gold and glossy bar of bubbly features a showpiece 70-foot long chandelier, made up of 60,000 brushed and polished aluminium and brass disks. The sleek design with Art Deco influences and high-end flair evokes a deconstructed disco bar, and the motif of the chandelier is echoed in a custom-fitted magnum bottle sleeve.
KerryDigest
This trend towards premiumisation of new flavours is also evident in the ready-to-drink (RTD) alcohol category.
Global premium RTD alcohol category is predicted to rise in value by +7% between 2022 and 2026. IWSR
This is a significant increase, and it highlights the fact that consumers are willing to pay more for high-quality, convenient drinks that offer a premium experience.
The rise of premiumisation in the Alcohol retail industry is a response to the growing demand from consumers for more engaging and sophisticated experiences, especially after recent years. At Dashing, we believe in delivering on this trend by partnering with brands to strategise, conceptualise, produce and deliver on immersive in-store experiences for their customers. As the Alcohol industry continues to evolve, it will be exciting to continue to push the envelope and deliver new and engaging brand experiences for our retail partners.