Does Price Dictate Quality of Spirits?

Back in April 2024, a big name in the Indian spirits industry released a premium Dark Rum. A striking vial-like bottle that’d steal the show with ease. In a conversation regarding the bottle, I recollect saying,“This would make for a good collector’s gift. As a comfort drink, I’m not so sure. ”My colleague rebutted that the drink could be our usual go-to drink but would not be comforting because it might burn a hole in our pockets. He also mentioned how the pricing for many such bottles is equated considering the bottle manufacturing costs. The more exquisite the bottle, the greater number of zeros in the price tag. But does it really matter what shape the liquid comes in? Psychologically, perhaps. But ultimately, I’m paying for an experience, and I’ll savour it as such. 

‍Global Favourites Don’t Burn the Pockets
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‍Many a times, when selecting a bottle of liquor, it’s tempting to equate a higher price range with a superior quality. Price establishes a standard, and it’s often viewed as a proxy for craftsmanship and rarity. An award-winning Rum brand that’s been on the news for its mid-range pricing is Wise Monkey Rum. Speaking regarding the pricing strategy, the Rum’sBrand Manager Kaung Htet said, “We’ve always believed that quality should speak louder than price. Our goal was to create a rum that’s accessible, yet world-class.”For many high-end spirits, the pricing is influenced by limited availability, brand prestige, sourcing, distillation, and even the brand’s marketing strategies. Mr. Jagdeep Singh, Director of Nirvana Works International Ltd.,runs an export and master distribution business that deals with a multitude of global spirits brands. In his understanding, pricing is influenced not just by the quality of the liquid, but several other attributes such as bottles, labels, transportation, and so on. It’s a loop of economic exchanges that finally converges when the bottle is picked by a consumer. Take for instance the Rum market. There’s of course a price attached to the quality of the liquid, but a good share of the price is influenced by everything else that goes behind bringing the liquid to the consumer.
Which is also why an affordable Rum can surprise you just as much with its quality and character. Brands that are slowly emerging in the market, place their focus on delivering quality without inflating the pricing. Cementing this take, Kaung adds that they’ve invested in strategies such as efficient production methods and proximity to raw materials. End result of this being a classic rum experience with an innovation and affordable price tag. The approach worked out well and good for them considering how they became the first ever Indian Rum to win a gold award at the London Spirits Competition. While pricing correlates to superior product at times, it’s never a definitive guide in the Spirits World. Explore the markets with an open mind and you might stumble across some of the real hidden gold in corners of the liquor stores.