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    MOVING FORWARD - PREMIUMISATION, PREDICTIONS AND PRAGMATISM

    Jan 04, 2021 4 minutes

    IF there's an "industry" that thrived during the Covid-19 pandemic, it was the prediction and speculation business. “May, might and could,” became almost constant inclusions in headlines. So, it was heartening to see some concrete data from Roy Morgan on how we are living in a two-speed economy when it comes to buying popular spirits such as rum, gin, whisky, bourbon and tequila.

    According to the researcher, NEOs (new economic order) drinkers are in the driver's seat when it comes to sustaining the popularity of premium spirits. Tapped as "future shapers", there are 4.7 million Australians who fall into the classification. They are 2.5 times more likely

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