What does “Premium” really mean? Ask five wine professionals across the world and you’ll get five different answers.
Singapore, 8th April 2025 – Over the past few years, I’ve had conversations with wine professionals from Shanghai to Tuscany, from Bangkok to Singapore. Each time we talked about wine pricing tiers, I noticed a pattern: the terms were familiar – Entry-Level, Premium, Ultra-Premium – but the actual price ranges were all over the place. That got me thinking: Is there a global standard we can all refer to?
A Practical Framework for Global Use
I started doing some research. I looked into what major market analysts like Nielsen and IWSR are using. Their price bands are a solid starting point: both agree that “Entry-Level” is under $10 and “Popular” goes up to $20. But after that, things start to drift.
For example, Nielsen’s Premium tier stretches from $20 to $50, and Ultra-Premium starts above $50. But personally, a $40-$50 bottle, like a good mid-tier Barolo or Napa Cabernet, already feels “Ultra” to me. It’s not just price, it’s perception.
So, I refined the segmentation into something that, in my view, works better globally:
Why This Matters
When speaking to stakeholders across countries, whether a Chinese importer, a Thai supermarket buyer, or an Italian winemaker, this kind of universal pricing shorthand saves time and avoids confusion. Instead of “Wait, what do you exactly mean by Premium?”, we all speak the same language.
It’s not perfect, and it doesn’t replace the complexity of wine quality or style, but it gives us a common starting point.
A Shared Table, Not a Fixed Rule
This model is not the definitive one, it is simply a table that I have found useful and I’m sharing it in case it makes sense for you too.
It’s broad and based on widely used industry data. It won’t match every niche or local nuance, but I believe it’s clear enough to help across many markets.
What Do You Think?
Do these tiers work for your market—whether you’re in Asia, Europe, or the U.S.? Is $40+ your idea of Ultra-Premium, or would you draw the line elsewhere?
I’d love to hear from you. Does it make sense for your corner of the wine world? Let’s discuss this in the comments!
Until next time, God bless!