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Top-shelf liquor

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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

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The high shelves behind the bartender at New Orleans' Superior bar display the establishment's expensive, "top shelf" liquor brands.

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,[6][10][11] and marketing budget.[1]

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

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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."[1]

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]

References

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  1. ^ a b c "What Are Top Shelf Liquors—And Does it Matter | Wine Enthusiast". www.wineenthusiast.com. April 2022. Retrieved 2024-01-14.
  2. ^ Lai A, ed. (2005). Bartending 101: The Basics of Mixology. Harvard Student Agencies, Inc. (4th ed.). St. Martin's Press. pp. 7–9. ISBN 978-0-312-34906-6.
  3. ^ Kulp K (2014). Booze for Babes: The Smart Woman's Guide to Drinking Spirits Right. Hundred Proof Publishing Co. p. 113. ISBN 978-0-9857731-0-6.
  4. ^ Katsigris, Costas; Thomas, Chris (2012). The Bar and Beverage Book (5th ed.). John Wiley & Sons. p. 704. ISBN 9780470248454.
  5. ^ Feinstein AH, Stefanelli JM (2008). Purchasing: Selection and Procurement for the Hospitality Industry. John Wiley & Sons, Inc. p. 567. ISBN 978-0-470-31485-2.
  6. ^ a b "Your Guide to Premium Spirits: How and When to Buy". Taster's Club. Retrieved 2024-01-14.
  7. ^ "What Are Top Shelf Liquors—And Does it Matter | Wine Enthusiast". www.wineenthusiast.com. April 2022. Retrieved 2024-01-14.
  8. ^ Highland, Carol (2021-11-04). "The Difference Between Well, Premium And Top Shelf Liquor | Luxury Activist". Retrieved 2024-01-14.
  9. ^ goat (2021-01-20). "What makes a premium spirit?". bbb drinks. Retrieved 2024-01-14.
  10. ^ Galante, Meredith (2019-07-23). "The Hot Trend for a New Generation of Drinkers: Super-Premium Spirits". Dimensional Insight. Retrieved 2024-01-14.
  11. ^ "What Exactly Is a Super Premium Spirit Anyway?". Fortune. Retrieved 2024-01-14.
  12. ^ "The Growing Premium Cocktail Craze!". Bartender Spirits Awards. Retrieved 2024-01-14.
  13. ^ Reis, Joana Beatriz Gonçalves Dos (2021-01-18). Diageo: Asia leading the premiumization of spirits? (masterThesis thesis).
  14. ^ "Alcohol Trends 2023: Key Factors Shaping the Industry this Year". Overproof. 2022-11-10. Retrieved 2024-01-18.
  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. doi:10.1016/j.ijgfs.2021.100397. ISSN 1878-450X. PMC 8717736. PMID 35003399.
  16. ^ "Consumers are buying more premium alcohol, seltzers". Supermarket News. 2023-04-21. Retrieved 2024-01-18.
  17. ^ Hsupublished, Jeremy (2010-06-24). "Is Premium Liquor Really Better than the Cheap Stuff?". livescience.com. Retrieved 2024-01-18.
  18. ^ "Your Guide to Premium Spirits: How and When to Buy". Taster's Club. Retrieved 2024-01-18.
  19. ^ Cunningham, Nicole (2023-12-31). "The role of social group influences when intending to purchase premium alcohol". Cogent Business & Management. 10 (1). doi:10.1080/23311975.2023.2174093. hdl:10419/294265. ISSN 2331-1975.
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