The New Premiumization — Balancing Price, Purpose, and Perception

Premiumization used to mean luxury pricing and exclusivity. In 2025, it means something deeper. Consumers are redefining “premium” around meaning—how a brand makes them feel, what it stands for, and how it fits into their lifestyle. In the RTD space, that shift is driving a powerful new standard for value.

Today, premium doesn’t just describe a higher price point. It represents quality ingredients, responsible sourcing, and thoughtful design. Real fruit, natural flavors, and spirit-based formulations now carry as much weight as logos or labels ever did. Sustainability is also part of the equation: recyclable aluminum, low-waste packaging, and ethical supply chains are increasingly linked to perceived worth.

Even in a tighter economy, 60% of RTD buyers say they’re willing to pay more for authenticity. They’re not looking for the cheapest option—they’re looking for one that feels aligned with their priorities. That alignment often comes from storytelling. Brands that communicate where their ingredients come from, who makes their products, and why they exist tend to earn more loyalty and repeat purchase behavior.

For retailers and distributors, premiumization offers opportunity. Curating an RTD set that includes distinct pricing tiers—entry, mid, and premium—encourages shoppers to trade up while still feeling accessible.