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Ultra-premium spirits offerings are everywhere these days, and it appears that high-ticketed bottles are no longer confined to the realms of Grey Goose, rare bourbons, and “nightclub” tequilas. From single-village mezcals, gins with obscure botanicals, and whiskey aged in outer space, countless iterations of upper-echelon spirits are all over the market. But what is driving these releases, who are they targeted at, and will they continue to find an audience?
Sure, the bottle collectors will remain bottle collectors, but when age statements are no longer the sole factor justifying a spirit’s price, it becomes unclear as to what the customer is actually paying for. Does a distiller’s use of high-quality ingredients really warrant a $300 price increase? Possibly, but with some spirits now fetching four-figure price tags, the threat of diminishing returns falls into the conversation.
Favoring quality over quantity is nothing new in the spirits space, but this uptick in premiumization begs the question: Are consumers in pursuit of top-notch flavor or simply more prestigious status symbols? Regardless, as the premium spirits sector keeps booming, we wonder who is actually buying these bottles, with what frequency they’re doing so, and whether or not these purchasing patterns will promote further premiumization down the line.
On this episode of the “VinePair Podcast,” Joanna and Zach discuss the continued surge of ultra-premium spirits hitting the market. The two explore what is driving these releases, who they are targeted at, and whether they will continue to find an eager audience. Tune in for more.
Zach is drinking: Absinthe Colada at Maison Premiere
Joanna is drinking: Everything at the Next Wave Awards Party
