Premiumisation: What Is It? What Isn’t It? When to Do It, and When Not To – Brandingmag
In May 2019, Coca-Cola European Partners unleashed a premium range of signature mixers on the UK market. At launch, the range was heralded as an ‘exciting new frontier’ for the brand: building on its proud history in drinks and cocktail culture, updated to reflect a growing appetite for more complex flavours from an emergent generation […]
Strategies To Premiumize Your Brand And Keep Growing – Forbes
Premiumization, a retail megatrend and strategic move by consumer brands to elevate product offerings and charge higher prices, is on the rise. Over the past couple of years, there’s been a growing demand for quality, authenticity and unique experiences. At the same time, inflation has driven companies to become more comfortable with price increases. However, […]