Consumers Trade to “Bottom-Shelf” Spirits

Responsible for propelling the spirits industry to where it is today, the premiumization train may have reached its final stop or at least slowed for awhile. Most people in the spirits industry agree “trading up” is slowing down in the face of a recession – a phenomenon that is also supported by retail data, Jeremy Mullman of Ad Age featured an article on the topic, carrying the tagline: “Once Scorching-Hot Brands Are Experiencing Pronounced Slowdowns as Consumers Shift to Bottom-Shelf