Many beverage alcohol consumers are drinking less, but they are also drinking better and more premium products. In this presentation from Bar Convent Berlin, Jacob Briars, Global Advocacy Director at Bacardi, discusses the ways brands can continue to drive premiumization in beverage alcohol. Briars touches on the importance of having a clearly defined product and marketing to specific occasions.


Successful beverage alcohol brands understand that creating value takes more than selling at a premium price tier. In his presentation at Bar Convent Berlin, Muiris Ó Riada, Global Brand Director for Hendrick’s Gin at William Grant & Sons, discusses the Hendrick’s Gin approach to brand activation. Ó Riada explains the critical roles played by everyone on the Hendrick’s team, as well as the importance of respecting the distiller, the liquid, and the bartenders behind the brand.


Beverage alcohol products are only worth what consumers are willing to pay for them, but brand owners must be conscious of what factors ultimately add value to their products. In this discussion form Bar Convent Berlin, Michael Vachon, Co-Founder of Maverick Drinks, reveals the importance of using your brand to build a community. Vachon touches on some examples of how brands can create a connection with their community and build brands from the bottom up.

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