Luxury: A State Of Mind In The Whisky Industry
In todays world, we all have a different perception of what is considered a luxury. As the definitions are increasingly personal, ranging from physical goods or possessions, to a feeling of freedom or time, understanding luxury has become an increasingly complex task for marketers.
We define luxury as a state of mind, rather than a price point, with quality being the number one driver of luxury. In this blog we explore luxury marketing in today’s whisky industry.
What makes luxury branding unique?
Luxury brands have the ability to connect with their audiences in unique ways. While the concept of luxury itself is largely intangible, consumers require tangible cues to the brand in their minds. Often, brands that signal superiority and status, are experienced as premium - or luxury brands. Limited access can also represent another tangible cue, as it creates the sense of exclusivity and urgent desire, often present in luxuries.
To communicate this position, brands aspire to build strong connections with their consumers. For example, sensory connections, such as the smell of leather in a new car or emotional connections, i.e. the feelings evoked when consuming the product, such as pride or nostalgia, are utilised to build a relationship between the consumer and the brand. As whisky is a multi-sensory experiences, luxury whisky brands have numerous opportunities for meaningful and memorable brand communication. Research also suggests that setting matters, as the luxury product together with its environment can send a powerful message.