Premium Is Not a Price Point. It Is a Decision About What the Consumer Is Actually Buying: A Conversation with Jisun Park, Marketing Director, Bacardi South Korea

Jisun Park has spent more than 17 years working in premium drinks across South Korea and the wider Asia region. Through roles at Diageo and Bacardi, she has worked across Guinness, whisky, vodka, and wine. But the thread running through all of it, she says, is not category. It is a question about how premium value is actually created.

The answer she has arrived at, after watching Korean consumers move from status-driven purchasing to something considerably more sophisticated, is that premium is not a price point or a prestige signal. It is an operating discipline.

What Korea Reveals About Premium