In the spring of 2020, the start of the pandemic had some brand owners fearing they wouldn’t make it through the summer. As unemployment soared, the government responded with massive relief packages and it soon became clear that premium products were experiencing unprecedented growth rates across the beverage alcohol category.

In the latest video from Park Street University, Dr. Harry Kohlmann, CEO of Park Street Companies, takes a look at how premium products fared during the pandemic and hypothesizes what the premium spirit landscape will look like going forwards. Kohlmann uses a historical perspective to explain how premium products will carry their current momentum into a golden age for the category over the next ten years.