Readers Respond: Premiumization Alive and Kicking

Dear Client:Yesterday we considered whether premiumization is dead, particularly among the major spirits companies and mega-brands. Recall that in a research note from Deutsche Bank, analysts believe we are headed for a reversal in the spirits business. They argue that producers set to win in the coming years must practice the following: invest in advertising and promotion and build volume over dollar. As a result they upgraded Diageo but downgraded Pernod Ricard, Remy Cointreau and Campari (or Skyy Spirits in