Top-shelf liquor (or "premium liquor") is a term used in marketing to describe higher-priced alcoholic beverages, typically stored on the top shelves within bars. [1] This contrasts to a "rail" or well drink, which are lower cost beverages typically stored on the lower shelves of the bartender's rack. [2] [3] [4] [5]
The Distilled Spirits Council of the United States (DISCUS) divides all spirit categories into four segments: standard, premium, high-end premium, and super premium, with each of the latter three categories often colloquially described under the umbrella of "top shelf". [6] [7] [8]
The categories of premium and super-premium beverage describe top-shelf liquors which may possess additional special attributes, including, but not limited to: brand, [9] batch size, rarity, aging, craftsmanship, revenue for the manufacturer, [6] [10] [11] and marketing budget. [1]
Research by GlobalData forecasts the market share of the premium/super-premium segment to grow by 13% in 2024, with 40% of global liquor consumers already consuming the category. [12]
The trend of certain drinks being labeled "top-shelf" or "premium" and being demanded by consumers based on this status is described as "premiumization." [13] Increased demand from consumers based on perceived "premium" status has been measured to be on the rise since 2020. [14] [15] [16]
Premium labeling, however, is often a topic of debate among consumers and critics. Some use the term premium as a measure of quality, describing liquors made with "natural ingredients and more careful distilling and aging processes" [17] [18]
To others industry insiders, the term has been described as "meaningless" with those who purchase premium liquors "really just paying for a mass-produced spirit with an excessively high marketing budget." [1]
Some scientific studies have indicated that one's decision to purchase alcohol perceived as premium is not tied to quality at all, but rather a driven subconscious pursuit of status, complex social factors and desire to conform. [19]