Drivers of premiumization in alcoholic drinks




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This interactive model identifies the alcoholic beverage attributes that consumers are most willing to pay a premium for. The underlying data is sourced from Datamonitors 2013 Consumer Survey which includes responses from nearly consumers across 23 countries.

Premiumization is an important trend in alcoholic drinks. This interactive model highlights benefits which consumers are willing to pay a premium for.

Filters such as country, age group and gender can be used to view responses for consumer groups that are most relevant to users' target market.

Do wine drinkers attach more value to natural ingredients or health benefits?

What are Australian drinkers most likely to pay more for when purchasing alcoholic drinks?

Are women more likely than men to pay a premium for locally produced alcoholic drinks?

Which age group is most likely to pay more for higher alcohol content?

Key Highlights
Datamonitor surveyed alcoholic beverage consumers across 23 countries globally: Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Japan, Mexico, the Netherlands, Poland, Russia, Singapore, South Africa, South Korea, Spain, Sweden, Turkey, UAE, UK and US.

Cider drinkers are most likely to pay a premium for alcoholic drinks produced locally, while spirits drinkers are the segment most likely to pay more for a special occasion.

Data provided in easy-to-use tables in Excel