What Exactly Is a Super-Premium Spirit Anyway? [Fortune]
PERNOD RICARD UNSP/ADR (PDRDY)
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Source: Fortune
Pinterest As cocktail culture cocktails are selling at $16 Liquor brands are responding in kind with new spirits—many of which are turning away from the frappuccino-like fluff lower ABV Lately, many of the biggest liquor conglomerates are also spinning off higher-end versions of their cornerstone brands, touting these new options as “super-premium spirits.” But if you’re curious as to what makes that different from a premium spirit, you’re not alone. So what is the difference, specifically? Not much, actually, according to several industry experts and bartenders. “The cynic in me would argue that the difference comes down to what a consumer is willing to pay,” says Rob McCaughey, Americas business development manager of spirits and sake at The Wine & Spirit Education Trust Miranda Dickson, global brand director for Absolut Elyx luxury brand, “The whole categorization of spirits is something the industry made up—initially more expensive dark spirits were denoted by age—where the consum
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