#198 | Pete Brown on Premiumisation

Pete Brown is a British author, journalist, broadcaster and consultant specialising in food and drink. His latest book ‘Tasting Notes: The Art and Science of Pairing Beer With Music’ was published this year. And since February 2025, he has been the Sunday Times Magazine’s weekly beer columnist – the only regular broadsheet newspaper or magazine beer columnist in the UK. Across thirteen books, his broad, fresh approach takes in social history, cultural commentary, travel writing, personal discovery and natural history, and his words are always delivered with the warmth and wit you’d expect from a great night down the pub. At our Brewers Congress this year, we invited Pete to share some of his experience and expertise when it comes to working with the beer and brewing trade. In his talk Pete discussed the concept of premiumisation, emphasising its long-standing presence in marketing and branding. He highlighted that premiumisation is not solely about price but encompasses desirability, luxury, and necessity. He also noted that since the 1970s, products have become more reliable, leading to overconsumption and a shift towards experiences. Pete also addressed how big brewers define premium, often inconsistently, and stressed the importance of consumer perception over corporate definitions.