Strategic Premiumisation in Distilling and Brewing – Beyond High–Cost Whisky and Beer
Tracks
Plenary 2
| Wednesday, March 5, 2025 |
| 10:00 AM - 10:20 AM |
Speaker
Mrs Anne Gigney
Director
Tasmanian Whisky Academy
Strategic Premiumisation in Distilling and Brewing – Beyond High-Cost Whisky and Beer
Abstract
Premiumisation in the distilling and brewing industry is often misconstrued as merely producing high-cost whisky or beer. However, strategic premiumisation encompasses a broader range of practices that enhance perceived value, drive consumer loyalty, and sustain growth. Importantly, premiumisation can be a clever strategy which if done well can have people clamouring to your door for that very special product or experience that you offer.
This presentation explores the multifaceted nature of premiumisation, offering a comprehensive framework that includes product quality, innovation, sustainability, brand storytelling, and consumer engagement. Through case studies and actionable insights, we demonstrate examples of how distillers and brewers can effectively implement premiumisation strategies to elevate their brands and achieve long-term success.
Introduction
The concept of premiumisation has gained significant traction in the distilling and brewing industry, driven by evolving consumer preferences and increasing demand for high-quality, unique products. However, true premiumisation extends beyond merely raising prices. It involves a strategic approach that integrates various elements to create a superior overall experience for the consumer. This presentation aims to provide a deeper understanding of strategic premiumisation and offer practical guidance for its implementation.
Case Study 1: Craft Beer Revolution
Case Study 2: Innovative Gin and Vodka Blends
Case Study 3: Aged Whiskies and Rums with Character
Case Study 4: Baijiu with international influences
This presentation explores the multifaceted nature of premiumisation, offering a comprehensive framework that includes product quality, innovation, sustainability, brand storytelling, and consumer engagement. Through case studies and actionable insights, we demonstrate examples of how distillers and brewers can effectively implement premiumisation strategies to elevate their brands and achieve long-term success.
Introduction
The concept of premiumisation has gained significant traction in the distilling and brewing industry, driven by evolving consumer preferences and increasing demand for high-quality, unique products. However, true premiumisation extends beyond merely raising prices. It involves a strategic approach that integrates various elements to create a superior overall experience for the consumer. This presentation aims to provide a deeper understanding of strategic premiumisation and offer practical guidance for its implementation.
Case Study 1: Craft Beer Revolution
Case Study 2: Innovative Gin and Vodka Blends
Case Study 3: Aged Whiskies and Rums with Character
Case Study 4: Baijiu with international influences
Biography
Ian Whitehouse
Ian is an experienced business entrepreneur and innovator, who leverages his strong background in leadership, systems and education. As a consultant, Ian has helped numerous companies implement successful innovative business development strategies, resulting in increased market share and brand recognition. Ian is a frequent speaker at industry conferences and a contributor to leading industry publications.
Anne GIgney
Anne is an industry expert in distilling education and has been supporting the industry to learn and grow for over 10 years. With a background of more than 20 years in strategic marketing and communications Anne has brought her love of all things marketing to the education and training business and has had the opportunity to help many of her students through the marketing journey through the Tasmanian Whisky Academy and The Distillers Institute. He most recent accolade has been receiving a Churchill Fellowship investigating the opportunities in distilling education.
