The definition of a 'premium drink' is not quite as exclusive as you might think. Any of the big brand spirits such as Absolut, Bacardi or Jack Daniels is designated as premium in marketing terms. More expensive labels such as Grey Goose or Amaro Montenegro may be defined as "super-premium", but may still be found in your average bar.

The attributes that make any object truly 'super-premium' are both easy to understand and difficult to define. High value, rarity and tradition can play their parts. But more than anything else, ‘super-premium’ should be about craftsmanship and quality.

There is however, the issue of attitude and perception. For every one of us who savours a sip of Chairman's Reserve White Label Rum, there are some who will prefer to try Bacardi Blanca. There may be a universe of difference between the products, but some drinkers will claim they are unable tell the difference.

With spirits outperforming in the marketplace with 22.1% [1] share of all drinks sales by value it's no surprise there has been an upsurge in the premiumisation of products available. With gin dominating the market and rum sales growing, there is a market curiosity which has led to more upmarket brands. From the staggering 964 new spirit brands launched onto the market since 2016, more than a third have been in the premium category and nearly half classed as super premium.

Now that you've learned a bit about the difference between standard and premium vodka, why not learn about our vodka?


   Our Vodka