Is Premiumization Dead?

Dear Client:Most of the U.S. spirits industry’s major brands that have driven profitability for decades and some in recent years are in a free fall, leaving many in the industry to wonder if and when they’ll recover. Industry execs have warned since last October that spirits is not recession proof but recession resistant. Indeed, we are doing better than other industries. But spirits (and yes wine, but that’s another story) are taking a disproportionate hit. For the most part we