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2017 | 72 | 319-328
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Luxury brand management using alcoholic beverages as an example

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Currently, the luxury alcohol market is becoming increasingly popular and gaining a huge amount of recognition. The most popular beverages are still undoubtedly Scotch whiskeys, which are known all over the world for its long lasting tradition. There are many new distilleries that are started producing whisky using the same techniques that were previously used in older distilleries. Karuizawa is the luxury whisky that manages to command very high prices on the alcohol market, since the place where it was produced no longer exists. Many customers treat the purchase of luxury alcohols not only as a hobby but also as a place to invest money as their price increases over the years. The best investment for a customers is to buy an old scotch whisky, which is very popular on the luxury beverages market. Buyers of luxury alcohols believe that the main principle is that the value of a beverage is not affected by the turmoil of the stock market or the economy of the country of its origin, as its price always increases over time. Time is not dependent. Customers prefer to buy beverages that come from the United Kingdom. Undoubtedly, this is due to the long tradition of producing luxury alcohols in these countries. The luxury goods and services market cannot exist without the significant contribution of income that is generated by the buyers of exclusive beverages. Luxury alcohols are sometimes a life-long passion for affluent people who see in it not only expensive hobbies, investment, but also a special lifestyle.
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  • Department of Marketing, Faculty of Management, University of Economics In Katowice, Katowice, Poland
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