1、An analysis of the evolution and outlook of premiumisation in beverage alcoholThe new codes ofpremiumisationWhat you need to know The 20+year trend of premiumisation in beverage alcohol has seen recent signs of slowing at a macro level But delve deeper and we see the super-premium segment continuing

2、 to grow While the usual suspects older,male,higher income consumers are still present,a new group of younger,female,middle income consumers with different tastes,cues and needs is driving this growthThe new codes of premiumisationContents2 2024 IWSR For client use only.Not to be reproduced or resol

3、d without permission from IWSRWhat you need to know 2What is happening with premiumisation in beverage alcohol?3Premiumisation is slowing-but theres a counter trend 6What,and who,is keeping this premiumisation engine running?7Shifts in consumption occasion and the consumer profile 8A need to revisit

4、 brand strategies 9What do we mean by codes?9Code 1:Innovative and engaging flavour profiles 10Code 2:Memorable packaging with luxury connotations 11Code 3:Storytelling and authenticity 12Code 4:Association with on-trend cocktails 14Adjusting to the new codes 15Key takeouts 15About IWSR and OC&C 15

5、Key to this evolution is a new set of codes that are complementing the existing ones in the alcohol space:1.Innovativeandengagingflavourprofiles 2.Memorable packaging with luxury connotations 3.Storytelling and authenticity 4.Association with cocktails While not being a silver bullet,understanding t

6、he relevance of these codes to your brands can drive incremental demand3 2024 IWSR For client use only.Not to be reproduced or resold without permission from IWSRWhat is happening with premiumisation in beverage alcohol?A fter over two decades of steadily increasing spend levels,consumers in key alc