BACKGROUND
Oh you fancy, huh? It may be a few too many syllables to say, but premiumisation is a consumption trend that has been creating shifts in the brand and retail world for a while, especially the spirits industry. It’s essentially when a brand (or even an entire category) bridges the gap between luxury and mass, with more people striving for better, higher quality products, services and experiences.

THE BRIEF 
We want to understand the mechanisms of premiumisation: the dos and the don’ts. The final deliverable will be a 20-30 page Keynote deck that includes (1) 5 mini case studies of a brand or category that successfully premiumised, (2) 5 mini case studies of failed attempts and (3) 10 key learnings about premiumisation.

TIMING
Applications due: Tuesday, Aug 9 @ 12NOON
Awarded: Wednesday, Aug 10
Progress Check: Tuesday, Aug 16 (flexible)
Delivery: Friday, Aug 19

FEE: $750

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