Despite disposable incomes remaining under pressure and prices of alcohol rising, various premium drink brands have enjoyed strong sales growth in recent years. 57% of adults report buying premium alcoholic drinks in the six months to December 2014, reflecting the popularity of the top tier of the market. However, the majority of Brits are still cutting back on alcoholic drinks in general, partially driven by cost considerations.

Only 29% of drink buyers now associate premium variants with those which are more expensive than similar drinks, underlining how the widespread use of the term ‘premium’ has seen its meaning evolve. As many drinkers scrutinise their purchases, brands are under pressure to justify a premium claim/positioning and provide tangible reasons for their comparatively high prices.

This report explores consumer perceptions of premium alcoholic drinks and their usage of and attitudes towards them. Despite the economic downturn, premium drinks remain one of the key drivers of future growth in a mature alcohol market.

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