Exactly right! When you think about a premium brand, Lark really...

Exactly right!

When you think about a premium brand, Lark really has an incredible foundation.

They have the product along with copious awards. They have the price point which some consider excessive but a price is only excessive if people aren't willing to pay it!

They have the pedigree, history, and celebrity character (in Bill Lark) that creates a narrative around the brand.

They have location and destination with Tasmania being the centre of Australian whisky and the distilleries being beautiful places in historical buildings.

Stories are what sell a brand. Think Nike 'just do it' with stories of athletes coming up from nothing and becoming stars. Nike doesn't waffle on about the way the shoe is constructed and the materials etc.

Studies show that even experts blind tasting wine struggle to pick the expensive drop from the cheap one. When you indicate the price difference they will always favour the more expensive one, even when researchers swap it for the cheap liquid! The mythology of the premium brand and the price itself actually makes the liquid taste better!

The point is. The average punter who wants to buy and gift expensive whisky will google and see Lark everywhere, see all the awards and it's a done deal. It's all about the story.