The Economic Impact of the Premiumization Trend

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2026-04-21 05:31:54 -

The Bourbon Whiskey Market is currently defined by a "less but better" philosophy among consumers, which has led to a significant surge in the premium and ultra-premium segments. While the total volume of cases sold is increasing, the value of those cases is rising even faster as drinkers trade up to more expensive, age-stated, and limited-edition bottles. This shift is driven by a desire for...

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