Top-shelf liquor (or "premium liquor") is a term used in marketing to describe higher-priced alcoholic beverages, typically stored on the top shelves within bars.[1] This contrasts to a "rail" or well drink, which are lower cost beverages typically stored on the lower shelves of the bartender's rack.[2][3][4][5]
Tiers of beverages
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The Distilled Spirits Council of the United States (DISCUS) divides all spirit categories into four segments: standard, premium, high-end premium, and super premium, with each of the latter three categories often colloquially described under the umbrella of "top shelf".[6][7][8]
The categories of premium and super-premium beverage describe top-shelf liquors which may possess additional special attributes, including, but not limited to: brand,[9] batch size, rarity, aging, craftsmanship, revenue for the manufacturer,[6][10][11] and marketing budget.[1]
Research by GlobalData forecasts the market share of the premium/super-premium segment to grow by 13% in 2024, with 40% of global liquor consumers already consuming the category.[12]
Social reception
editThe trend of certain drinks being labeled "top-shelf" or "premium" and being demanded by consumers based on this status is described as "premiumization."[13] Increased demand from consumers based on perceived "premium" status has been measured to be on the rise since 2020.[14][15][16]
Premium labeling, however, is often a topic of debate among consumers and critics. Some use the term premium as a measure of quality, describing liquors made with "natural ingredients and more careful distilling and aging processes"[17][18]
To others industry insiders, the term has been described as "meaningless" with those who purchase premium liquors "really just paying for a mass-produced spirit with an excessively high marketing budget."[1]
Some scientific studies have indicated that one's decision to purchase alcohol perceived as premium is not tied to quality at all, but rather a driven subconscious pursuit of status, complex social factors and desire to conform.[19]
References
edit- ^ a b c "What Are Top Shelf Liquors—And Does it Matter | Wine Enthusiast". www.wineenthusiast.com. April 2022. Retrieved 2024-01-14.
- ^ Lai A, ed. (2005). Bartending 101: The Basics of Mixology. Harvard Student Agencies, Inc. (4th ed.). St. Martin's Press. pp. 7–9. ISBN 978-0-312-34906-6.
- ^ Kulp K (2014). Booze for Babes: The Smart Woman's Guide to Drinking Spirits Right. Hundred Proof Publishing Co. p. 113. ISBN 978-0-9857731-0-6.
- ^ Katsigris, Costas; Thomas, Chris (2012). The Bar and Beverage Book (5th ed.). John Wiley & Sons. p. 704. ISBN 9780470248454.
- ^ Feinstein AH, Stefanelli JM (2008). Purchasing: Selection and Procurement for the Hospitality Industry. John Wiley & Sons, Inc. p. 567. ISBN 978-0-470-31485-2.
- ^ a b "Your Guide to Premium Spirits: How and When to Buy". Taster's Club. Retrieved 2024-01-14.
- ^ "What Are Top Shelf Liquors—And Does it Matter | Wine Enthusiast". www.wineenthusiast.com. April 2022. Retrieved 2024-01-14.
- ^ Highland, Carol (2021-11-04). "The Difference Between Well, Premium And Top Shelf Liquor | Luxury Activist". Retrieved 2024-01-14.
- ^ goat (2021-01-20). "What makes a premium spirit?". bbb drinks. Retrieved 2024-01-14.
- ^ Galante, Meredith (2019-07-23). "The Hot Trend for a New Generation of Drinkers: Super-Premium Spirits". Dimensional Insight. Retrieved 2024-01-14.
- ^ "What Exactly Is a Super Premium Spirit Anyway?". Fortune. Retrieved 2024-01-14.
- ^ "The Growing Premium Cocktail Craze!". Bartender Spirits Awards. Retrieved 2024-01-14.
- ^ Reis, Joana Beatriz Gonçalves Dos (2021-01-18). Diageo: Asia leading the premiumization of spirits? (masterThesis thesis).
- ^ "Alcohol Trends 2023: Key Factors Shaping the Industry this Year". Overproof. 2022-11-10. Retrieved 2024-01-18.
- ^ Plata, Alejandro; Motoki, Kosuke; Spence, Charles; Velasco, Carlos (2022-03-01). "Trends in alcohol consumption in relation to the COVID-19 pandemic: A cross-country analysis". International Journal of Gastronomy and Food Science. 27: 100397. doi:10.1016/j.ijgfs.2021.100397. ISSN 1878-450X. PMC 8717736. PMID 35003399.
- ^ "Consumers are buying more premium alcohol, seltzers". Supermarket News. 2023-04-21. Retrieved 2024-01-18.
- ^ Hsupublished, Jeremy (2010-06-24). "Is Premium Liquor Really Better than the Cheap Stuff?". livescience.com. Retrieved 2024-01-18.
- ^ "Your Guide to Premium Spirits: How and When to Buy". Taster's Club. Retrieved 2024-01-18.
- ^ Cunningham, Nicole (2023-12-31). "The role of social group influences when intending to purchase premium alcohol". Cogent Business & Management. 10 (1). doi:10.1080/23311975.2023.2174093. hdl:10419/294265. ISSN 2331-1975.