Скачать или смотреть The Big Lie of Volume Sales !!

"The Big Lie" where mass-market beverages, like wine, lead in volume but contribute less to total revenue compared to high-margin spirits like whiskey. It further explores the power of premiumization, showing how niche categories, such as Tequila and Single Malt Scotch Whisky, generate disproportionately high value relative to their sales volume. A key point is the role of bars and restaurants as crucial profitability channels for super-premium brands, where the value of these expensive products is maximized. Finally, the analysis concludes by pointing out the critical threat of poor inventory management and the failure to stock high-demand products, which results in significant revenue loss for the market.