Premium alcohol favourites differ in Jozi, Cape Town
Cape Town – While premium vodka, champagne and cognac are the most dynamic sales categories among the in-crowd in Johannesburg, premium gin is the most dynamic sales category in Cape Town, according to Paul Scanlon, managing director of Pernod Ricard South Africa.
Premium gin is, however, becoming a national trend.
Whiskey and whisky is still the number one sales category for the company. Consumers are looking for certain premium Scotch blends and – more recently – Scotch malts.
Scanlon told Fin24 that South Africa has a “super-premium audience” estimated to be about 38 000 individuals. This segment is referred to as ultra-high net worth individuals (UHNWIs).
This segment is willing to pay exorbitant prices to secure “money can’t buy” experiences and products that align them to the lifestyle they currently lead or aspire to form part of, according to Scanlon.
Source: fin24.com
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