IWSR欧晰析咨询2024年酒精饮料高端化趋势演变及展望报告英文版16页

An analysis of the evolution and outlook of premiumisation in beverage alcoholThe new codes ofpremiumisationWhat you need to know• The 20+ year trend of premiumisation in beverage alcohol has seen recent signs of slowing at a macro level• But delve deeper and we see the super- premium segment continuing to grow• While the usual suspects – older, male, higher income consumers – are still present, a new group of younger, female, middle income consumers with different tastes, cues and needs is driving this growthThe new codes of premiumisationContents2 © 2024 IWSR – For client use only. Not to be reproduced or resold without permission from IWSRWhat you need to know 2What is happening with premiumisation in beverage alcohol? 3Premiumisation is slowing - but there’s a counter trend 6What, and who, is keeping this premiumisation engine running? 7Shifts in consumption occasion and the consumer profile 8A need to revisit brand strategies 9What do we mean by codes? 9Cod