The downside of premiumisation

Jeff Siegel says that not all ‘premiumisation’ in the US is what it seems – and that this may bite the wine industry.

Photo by Scott Warman on Unsplash
Photo by Scott Warman on Unsplash

Every number, every study, every expert and every trade group says the same thing: premiumisation has become a part of the US wine business, and all will benefit as the consumer spends more money for a bottle of wine.

So why do so many seem to be so unhappy about premiumisation?

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