The New Era of Mid-Level Luxury

With finances squeezed and costs rising, consumers are beginning to prioritise their spending, cutting back on luxuries to make ends meet. So, what does that mean for the luxury drinks market that has been flourishing over the past 18 months? Welcome to the new era of mid-level luxury.

Is the post-pandemic hedonism over so soon? What happened to the roaring twenties? Any predictions of a decade of creativity, exuberance, and letting one’s hair down seem to have been somewhat dampened by the mere fact that existing is getting ever more expensive. Which is a bit of a bummer really.

Measures may now have been put in place to freeze utility costs (hurrah), but the effect on consumer confidence remains to be seen. In the meantime, there’s what promises to be a long, fairly pants winter to get through. Wrap-up warm mate.

We’ve already discussed on these hallowed pages how luxury products have been booming of late.?See here to catch up.

Treat yourself, but make it frugal

So, what could this groundswell of doom do to consumer spending? Well, it seems that are a number of brands are already preparing for a consumer mindset that at once wants to treat oneself, and yet is simultaneously a little worried about doing so. Yes, the unique pressures of this unprecedented moment in history seem to have birthed a new category of product; mid-level luxury, or put simply, quality products that allow you to indulge, just not too much.

In the past couple of weeks there’s been the soft emergence of a response from brand owners to a climate of limited finances, but a simultaneous desire, nay need, for fun. And of course, one of the first out of the gate hails from that bastion of affordable treats, Marks & Spencer (M&S). Last week it launched its new Distilled Spirits range, aimed at making quality drinking at home, more affordable.

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