FREE LIVE WEBINAR
23rd SEPTEMBER 2026, 3:00pm BST
Discover how drinks brands win the new rulesof premiumisation
An honest Q&A style webinar with some of the sharpest minds in drinks marketing, effectiveness and creativity. You’ll learn why value perception matters more than a high price tag alone, how smart drinks brands win the shelf, the back bar and the bartender’s advocacy, why accessible luxury outperforms safe mid-tier positioning, and practical ways to lower the barrier to trial without simply inflating your prices.
The long-term outlook for premium drinks remains massive, with the market projected to double toward $546 billion over the next decade.
Yet the industry is facing an immediate, high-stakes reckoning. A historic short-term drop in volume demand has left global drinks producers holding a staggering $22 billion surplus of unsold liquid, while price-sensitive consumers cut back on routine purchases.
Legacy mid-tier brands are getting squeezed in the middle, and simply slapping a higher price tag on a bottle is no longer a viable growth strategy. Today’s brands are battling tough operational hurdles: cutting through shelf noise, securing coveted trade listings, and driving genuine bartender education and advocacy on the front lines.
Yet, "selective premiumisation" is booming. Drinkers are still willing to pay for genuine quality and memorable experiences, if brands can lower the barrier to trial and justify their value.
So, how do you get top-tier liquid into consumer hands without demanding a steep upfront leap of faith?
How do you build packaging, tasting moments, and on-premise experiences that convert curious drinkers into lifelong brand advocates?
Join us for the next edition of The Lock-In for an exciting, fast-paced discussion with brand leaders and innovators behind some of the world’s most compelling drinks brands. Together with our strategic team, our expert panel will crack the code on modern premiumisation across wine and spirits.
Hosted by Neil Bennett
Chief Strategy Officer, The Behaviours Agency
Neil has spent over 20 years helping brands, including Stella Artois, Absolut, Jim Beam, Penfolds Wines and Heineken, build stronger, more memorable brands.
Joining him will be a hand-picked panel of industry leaders spanning drinks marketing, creativity and effectiveness.
Guest speakers will be announced soon.
Meet our speakers
The Lock-In is a virtual event series hosted by The Behaviours Agency. We gather drinks industry leaders, marketers, and experts for honest, hype-free discussions on what it really takes to build memorable, high-recall brands using behavioral science and strategic transformation.
In this live, 45-minute session, we’re skipping rigid agendas and formal slides for an honest, unvarnished debate. We’ll dive beneath the surface of consumer behavior with our panel of experts to share real-world lessons, war stories, and practical insights on how to get premiumisation right—and the critical traps to avoid when shifting upmarket.
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What you’ll learn during this 60-minute live discussion
How to Do “Premiumisation” Right
Where is the line between a smart price upgrade and pricing yourself out of the market? Ask our panel how they escaped the mid-tier trap and repositioned wines and spirits as accessible "micro-treats."
Lowering the Barrier to Trial
How do you get cautious drinkers to take that first sip? We’ll be exploring entry-level formats, smart range architecture, and friction-free onboarding strategies.
Winning On-Premise & Trade Advocacy
How do you actually get bartenders on your side and win prime listings? Ask our panel how to turn venue pours into sensory brand classrooms that drive real trade support.
Mastering Sustainable Eco-Luxe
Can you lightweight your bottle and strip visual clutter without losing high-end appeal? An honest conversation on balancing sustainability with luxury perception.
Building 5-Year Equity vs. Short-Term Hype
How do you build lasting advocacy that survives market resets? Get real-world advice on forging deep, long-term consumer loyalty over disposable ad campaigns.
WHO SHOULD ATTEND?
This event is designed specifically for decision-makers across wine and spirits looking for actionable strategy over superficial trends:
Founders, CEOs, and Managing Directors of wine, spirit, and high-end beverage brands. Chief Marketing Officers and Marketing Directors, Heads of Brand, Innovation, and Packaging Design, Trade Marketing and On-Premise Activation Leads.
Whether you’re managing a global spirits portfolio or building a challenger brand, you’ll leave with practical ideas you can apply immediately. Reserve Your Seat
Space is limited to ensure a high-value Q&A session. Secure your spot now to learn how to master the new rules of premiumisation.