Top-shelf liquor

Top-shelf liquor (or "premium liquor") is a term used in marketing to describe higher-priced alcoholic beverages, typically stored on the top shelves within bars.

[6][7][8] The categories of premium and super-premium beverage describe top-shelf liquors which may possess additional special attributes, including, but not limited to: brand,[9] batch size, rarity, aging, craftsmanship, revenue for the manufacturer,[6][10][11] and marketing budget.

"[13] Increased demand from consumers based on perceived "premium" status has been measured to be on the rise since 2020.

Some use the term premium as a measure of quality, describing liquors made with "natural ingredients and more careful distilling and aging processes"[17][18] To others industry insiders, the term has been described as "meaningless" with those who purchase premium liquors "really just paying for a mass-produced spirit with an excessively high marketing budget.

"[1] Some scientific studies have indicated that one's decision to purchase alcohol perceived as premium is not tied to quality at all, but rather a driven subconscious pursuit of status, complex social factors and desire to conform.