Top-shelf liquor

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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]

Contents

Tiers of beverages

The high shelves behind the bartender at New Orleans' Superior bar display the establishment's expensive, "top shelf" liquor brands. Our bartender at Superior, New Orleans 2016.jpg
The high shelves behind the bartender at New Orleans' Superior bar display the establishment's expensive, "top shelf" liquor brands.

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]

Social reception

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]

Related Research Articles

<span class="mw-page-title-main">Alcopop</span> Flavored beverage with relatively low alcohol content

An alcopop is any of certain mixed alcoholic beverages with relatively low alcohol content, including:

  1. Malt beverages to which various fruit juices or other flavorings have been added
  2. Wine coolers: beverages containing wine to which ingredients such as fruit juice or other flavorings have been added
  3. Mixed drinks containing distilled alcohol and sweet liquids such as fruit juices or other flavourings
<span class="mw-page-title-main">Gin</span> Distilled alcoholic drink flavoured with juniper

Gin is a distilled alcoholic drink flavoured with juniper berries and other botanical ingredients.

<span class="mw-page-title-main">Liqueur</span> Alcoholic beverage

A liqueur is an alcoholic drink composed of spirits and additional flavorings such as sugar, fruits, herbs, and spices. Often served with or after dessert, they are typically heavily sweetened and un-aged, beyond a resting period during production, when necessary, for their flavors to mingle.

<span class="mw-page-title-main">Vodka</span> Clear distilled alcoholic beverage

Vodka is a clear distilled alcoholic beverage. Different varieties originated in Poland, Russia, and Sweden. Vodka is composed mainly of water and ethanol but sometimes with traces of impurities and flavourings. Traditionally, it is made by distilling liquid from fermented cereal grains and potatoes since the latter was introduced in Europe in the 18th century. Some modern brands use maize, sugar cane, fruit, honey, and maple sap as the base.

<span class="mw-page-title-main">Soju</span> Distilled alcoholic beverage from Korea

Soju is a clear and colorless distilled alcoholic beverage, traditionally made from rice, but later from other grains and has a flavor similar to vodka. It is usually consumed neat. Its alcohol content varies from about 12.5% to 53% alcohol by volume (ABV), although since 2007 low alcohol soju below 20% has become more popular.

<i>Aguardiente</i> Generic term for alcoholic beverages containing 29% to 60% alcohol by volume

Aguardente (Portuguese) or aguardiente (Spanish) is a type of distilled alcoholic spirit that contains between 29% and 60% alcohol by volume (ABV). It is a somewhat generic term that can refer to liquors made from various foods. It originates from and is typically consumed on the Iberian Peninsula and in Iberian America.

<span class="mw-page-title-main">Liquor</span> Alcoholic drink produced by distillation

Liquor or distilled beverages are alcoholic drinks produced by the distillation of grains, fruits, vegetables, or sugar that have already gone through alcoholic fermentation. Other terms for liquor include spirit, spirituous liquor or hard liquor. While the word liquor ordinarily refers to distilled alcoholic spirits rather than beverages produced by fermentation alone, it can sometimes be used more broadly to refer to any alcoholic beverage.

<span class="mw-page-title-main">Fast-moving consumer goods</span> Products that are sold quickly and at a relatively low cost

Fast-moving consumer goods (FMCG), also known as consumer packaged goods (CPG) or convenience goods, are products that are sold quickly and at a relatively low cost. Examples include non-durable household goods such as packaged foods, beverages, toiletries, candies, cosmetics, over-the-counter drugs, dry goods, and other consumables.

<span class="mw-page-title-main">Arrack</span> South and Southeast Asian alcoholic drink

Arrack is a distilled alcoholic drink typically produced in Sri Lanka and Southeast Asia, made from the fermented sap of coconut flowers or sugarcane, and also with grain or fruit depending upon the country of origin. It is sometimes spelled arak, or simply referred to as 'rack or 'rak. It is not to be confused with the anise-flavored distilled spirit called arak or araq. In many parts of India arrack is colloquially known as "desi daru".

Rectified spirit, also known as neutral spirits, rectified alcohol or ethyl alcohol of agricultural origin, is highly concentrated ethanol that has been purified by means of repeated distillation in a process called rectification. In some countries, denatured alcohol or denatured rectified spirit may commonly be available as "rectified spirit", because in some countries the retail sale of rectified alcohol in its non-denatured form is prohibited.

<span class="mw-page-title-main">Alcoholic beverage control state</span> States in the United States that have a monopoly over alcohol

Alcoholic beverage control states, generally called control states, less often ABC states, are 17 states in the United States that have state monopolies over the wholesaling or retailing of some or all categories of alcoholic beverages, such as beer, wine, and distilled spirits.

<span class="mw-page-title-main">Flavored fortified wine</span> Category of alcoholic beverages

Flavored fortified wine or tonic wine is inexpensive fortified wine that typically has an alcohol content between 13% and 20% alcohol by volume (ABV). They are made from various fruits with added sugar, artificial flavor, and artificial color.

<span class="mw-page-title-main">Bartending terminology</span> Terms used in drinking culture and bartending

Various unique terms are used in bartending.

<span class="mw-page-title-main">Alberta Gaming, Liquor and Cannabis Commission</span> Government agency of Alberta, Canada

The Alberta Gaming, Liquor and Cannabis Commission (AGLC) is an agency of the government of the Canadian province of Alberta, and regulates alcoholic beverages, recreational cannabis, and gaming-related activities. References to cannabis were added to AGLC's name and governing legislation as cannabis in Canada moved towards legalization in 2018. AGLC was created in 1996 as the Alberta Gaming and Liquor Commission by combining the responsibilities and operations of the Alberta Liquor Control Board (ALCB), Alberta Lotteries, the Alberta Gaming Commission, Alberta Lotteries and Gaming and the Gaming Control Branch. The current chief executive officer as of 2020 is Kandice Machado.

The Washington State Liquor and Cannabis Board, formerly the Washington State Liquor Control Board, is an administrative agency of the State of Washington. The Liquor and Cannabis Board is part of the executive branch and reports to the governor. The board's primary function is the licensing of on and off premises establishments which sell any type of alcohol, and the enforcement and education of the state's alcohol, tobacco, and cannabis laws.

<span class="mw-page-title-main">Four Loko</span> Line of alcoholic drinks

Four Loko is a line of alcoholic beverages sold by Phusion Projects of Chicago, Illinois, United States. Four Loko's recipe formerly included caffeine. Phusion operates as Drink Four Brewing Company. Four Loko, the company's most popular beverage, debuted in the United States market in 2005 and is available in 49 states, and in 21 countries including Ecuador, Guatemala, Paraguay, The Bahamas, Peru, Mexico, Colombia, Bolivia, Honduras, El Salvador, Nicaragua, Costa Rica, China, Canada and some countries in Europe. The name "Four" is derived from the original drink having four "key ingredients".

<span class="mw-page-title-main">Microdistillery</span>

A microdistillery is a small, often boutique-style distillery established to produce beverage grade spirit alcohol in relatively small quantities, usually done in single batches. While the term is most commonly used in the United States, micro-distilleries have been established in Europe for many years, either as small cognac distilleries supplying the larger cognac houses, or as distilleries of single malt whisky originally produced for the blended Scotch whisky market, but whose products are now sold as niche single malt brands. The more recent development of micro-distilleries can now also be seen in locations as diverse as London, Switzerland, and South Africa.

<span class="mw-page-title-main">Alcoholic beverage</span> Drink with a substantial ethanol content

An alcoholic beverage is a drink containing alcohol. Alcoholic drinks are typically divided into three classes—beers, wines, and spirits—and their alcohol content is between 3% and 50%.

<span class="mw-page-title-main">Well drink</span> Alcoholic beverage

A well drink or rail drink is an alcoholic beverage or mixed drink made using the lower-cost liquors stored within easy reach of the bartender in the bar's "speed rail", "speed rack", or "well", a rack or shelf at a lower level than the bar that the bartender uses to prepare drinks. In any given establishment, the rail/well liquors available may also be known as the "house pours", "house brands", "house spirits", "pour brands", or "proprietary spirits".

Bierbrand is a liquor produced by distilling beer. Bierbrand produced in the European Union and Switzerland is required to contain at least 38% alcohol by volume and retain the flavor profile of beer. Additives such as neutral spirits or flavorings are prohibited, except for caramel color.

References

  1. 1 2 3 "What Are Top Shelf Liquors—And Does it Matter | Wine Enthusiast". www.wineenthusiast.com. April 2022. Retrieved 2024-01-14.
  2. Lai A, ed. (2005). Bartending 101: The Basics of Mixology. Harvard Student Agencies, Inc. (4th ed.). St. Martin's Press. pp. 7–9. ISBN   978-0-312-34906-6.
  3. Kulp K (2014). Booze for Babes: The Smart Woman's Guide to Drinking Spirits Right. Hundred Proof Publishing Co. p. 113. ISBN   978-0-9857731-0-6.
  4. Katsigris, Costas; Thomas, Chris (2012). The Bar and Beverage Book (5th ed.). John Wiley & Sons. p. 704. ISBN   9780470248454.
  5. Feinstein AH, Stefanelli JM (2008). Purchasing: Selection and Procurement for the Hospitality Industry. John Wiley & Sons, Inc. p. 567. ISBN   978-0-470-31485-2.
  6. 1 2 "Your Guide to Premium Spirits: How and When to Buy". Taster's Club. Retrieved 2024-01-14.
  7. "What Are Top Shelf Liquors—And Does it Matter | Wine Enthusiast". www.wineenthusiast.com. April 2022. Retrieved 2024-01-14.
  8. Highland, Carol (2021-11-04). "The Difference Between Well, Premium And Top Shelf Liquor | Luxury Activist" . Retrieved 2024-01-14.
  9. goat (2021-01-20). "What makes a premium spirit?". bbb drinks. Retrieved 2024-01-14.
  10. Galante, Meredith (2019-07-23). "The Hot Trend for a New Generation of Drinkers: Super-Premium Spirits". Dimensional Insight. Retrieved 2024-01-14.
  11. "What Exactly Is a Super Premium Spirit Anyway?". Fortune. Retrieved 2024-01-14.
  12. "The Growing Premium Cocktail Craze!". Bartender Spirits Awards. Retrieved 2024-01-14.
  13. Reis, Joana Beatriz Gonçalves Dos (2021-01-18). Diageo: Asia leading the premiumization of spirits? (masterThesis thesis).
  14. "Alcohol Trends 2023: Key Factors Shaping the Industry this Year". Overproof. 2022-11-10. Retrieved 2024-01-18.
  15. Plata, Alejandro; Motoki, Kosuke; Spence, Charles; Velasco, Carlos (2022-03-01). "Trends in alcohol consumption in relation to the COVID-19 pandemic: A cross-country analysis". International Journal of Gastronomy and Food Science. 27: 100397. doi:10.1016/j.ijgfs.2021.100397. ISSN   1878-450X. PMC   8717736 . PMID   35003399.
  16. "Consumers are buying more premium alcohol, seltzers". Supermarket News. 2023-04-21. Retrieved 2024-01-18.
  17. Hsupublished, Jeremy (2010-06-24). "Is Premium Liquor Really Better than the Cheap Stuff?". livescience.com. Retrieved 2024-01-18.
  18. "Your Guide to Premium Spirits: How and When to Buy". Taster's Club. Retrieved 2024-01-18.
  19. Cunningham, Nicole (2023-12-31). "The role of social group influences when intending to purchase premium alcohol". Cogent Business & Management. 10 (1). doi: 10.1080/23311975.2023.2174093 . hdl: 10419/294265 . ISSN   2331-1975.