Alcohol pricing

This best practice paper outlines five tactics that marketers of alcoholic drinks can employ to differentiate themselves in market and achieve a premium price positioning.

Alcohol pricing

Jose Mendoza, Paul Baines and Lynette Ryals Cranfield School of Management

Some alcohol brands have raised prices despite the economic climate, so what can marketers learn from this to help them build premium brands?

Textbooks tell you that people aim to save money during tough times. Yet, despite the economic difficulties in Europe and the US, premium and super-premium brands in the spirits sector are on the rise. How are they doing it? What can marketers learn

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