Top-shelf liquor explained

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

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,[10] [11] and marketing budget.

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

The 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."

Some scientific studies have indicated that one's decision to purchase alcohol perceived as premium is not tied to quality at all, but rather driven subconscious pursuit of status, complex social factors and desire to conform.[19]

Notes and References

  1. Web site: What Are Top Shelf Liquors—And Does it Matter Wine Enthusiast . 2024-01-14 . www.wineenthusiast.com.
  2. Book: Bartending 101: The Basics of Mixology . . . 2005 . 978-0-312-34906-6 . Lai . Anne . 4th . 7–9 . vanc.
  3. Book: Kulp . Kayleigh . Booze for Babes: The Smart Woman's Guide to Drinking Spirits Right . Hundred Proof Publishing Co. . 2014 . 978-0-9857731-0-6 . 113 . vanc.
  4. Book: Katsigris . Costas . The Bar and Beverage Book . Thomas . Chris . . 2012 . 9780470248454 . 5th . 704.
  5. Book: Feinstein . Andrew H. . Purchasing: Selection and Procurement for the Hospitality Industry . Stefanelli . John M. . . 2008 . 978-0-470-31485-2 . 567 . . . vanc.
  6. Web site: Your Guide to Premium Spirits: How and When to Buy . 2024-01-14 . Taster's Club . en.
  7. Web site: What Are Top Shelf Liquors—And Does it Matter Wine Enthusiast . 2024-01-14 . www.wineenthusiast.com.
  8. Web site: Highland . Carol . 2021-11-04 . The Difference Between Well, Premium And Top Shelf Liquor Luxury Activist . 2024-01-14 . en-US.
  9. Web site: goat . 2021-01-20 . What makes a premium spirit? . 2024-01-14 . bbb drinks . en-GB.
  10. Web site: Galante . Meredith . 2019-07-23 . The Hot Trend for a New Generation of Drinkers: Super-Premium Spirits . 2024-01-14 . Dimensional Insight . en-US.
  11. Web site: What Exactly Is a Super Premium Spirit Anyway? . 2024-01-14 . Fortune . en.
  12. Web site: The Growing Premium Cocktail Craze! . 2024-01-14 . Bartender Spirits Awards . en.
  13. Diageo: Asia leading the premiumization of spirits? . 2021-01-18 . masterThesis . Joana Beatriz Gonçalves Dos . Reis.
  14. Web site: 2022-11-10 . Alcohol Trends 2023: Key Factors Shaping the Industry this Year . 2024-01-18 . Overproof . en-US.
  15. 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 . 10.1016/j.ijgfs.2021.100397 . 1878-450X. 8717736 .
  16. Web site: 2023-04-21 . Consumers are buying more premium alcohol, seltzers . 2024-01-18 . Supermarket News . en.
  17. Web site: Hsupublished . Jeremy . 2010-06-24 . Is Premium Liquor Really Better than the Cheap Stuff? . 2024-01-18 . livescience.com . en.
  18. Web site: Your Guide to Premium Spirits: How and When to Buy . 2024-01-18 . Taster's Club . en.
  19. Cunningham . Nicole . 2023-12-31 . The role of social group influences when intending to purchase premium alcohol . Cogent Business & Management . en . 10 . 1 . 10.1080/23311975.2023.2174093 . 2331-1975. free . 10419/294265 . free .

This article is licensed under the GNU Free Documentation License. It uses material from the Wikipedia article "Top-shelf liquor".

Except where otherwise indicated, Everything.Explained.Today is © Copyright 2009-2024, A B Cryer, All Rights Reserved. Cookie policy.