How the Three-Tier System Became the Five-Tier System
We get into the full arc of vodka premiumization from Smirnoff in the '50s through Absolut's legendary print campaigns, Grey Goose's dominance, and what the next wave looks like for premium spirits.
Harry breaks down how the three-tier distribution system has consolidated into what he calls a "five-tier" reality - with brokers on one end and delivery platforms like GoPuff and DoorDash on the other - and what that means for emerging brands trying to navigate route to market.
Building Billion Dollar Spirits Brands
In this episode of Whisky Wealth Warriors, host Glen Palmer sits down with Harry McKaig, CEO of Double Cross Vodka, to explore the evolving global spirits landscape and the commercial levers that drive billion dollar beverage brands.
Harry shares insights from scaling CPG companies to over 1 billion in revenue, discussing premiumisation, pricing power, supply chain pressures, and how strategy shapes long term brand value.
The Pricing Gap in the U.S. Spirits Market
Premiumization vs. Real Pricing
The outperformance wasn't driven by raising prices on existing products. It was almost entirely mix shift — selling more expensive products (Super-Premium tier) rather than charging more for the same bottle. When you strip out mix shift and look at like-for-like pricing within tiers, spirits pricing barely kept up with CPI.
INDUSTRY Magazine - Power Players Editorial
Harry McKaig has built deep leadership experience across the beer, wine, and spirits industries, holding roles at The Wine Group, Pernod Ricard, and Southern Glazer’s. He’s candid about what keeps him engaged. “Growing brands is really hard,” he said, but his career has been shaped by learning how to create lasting demand.
What most beverage brands get wrong about eCommerce
PRESS
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