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Never before have the stakes been so high in food and drink.  ‘The Grocer’ OC&C Global 50 report confirms that the world’s major FMCG players are struggling to grow – with margins under pressure from rising costs, retailer deflation & ‘crafty whippersnappers’ taking share.

It is now imperative that NPD commands greater profit margins, which means that it has to successfully deliver against ‘premium’.  But what does premium mean today?  We can all agree that it means more than mere quality – but what else, and how is it changing?

In this hugely important conference, we will bring fresh, original research together with case studies, illuminating speakers and some challenging questions.

Can you afford not to be there?

Agenda & Speakers

  • Andrew Wardlaw

  • Research Director - MMR Worldwide


Overview of the day understanding Premium

Is Premium a thing?

  • Trend analysis analysing purchasing behaviour in key categories over time
  • What categories have traded up successfully, and how
  • Attitudes and usage insight from KANTAR’s powerful household panel
  • Katherine Shade

  • Kantar world panel
  • Andrew Wardlaw

  • Research Director - MMR Worldwide

Premium. Decoded

  • Results of a brand new immersive U.K study
  • What brands do consumers deem premium and why?
  • Big picture perspective with pithy insights.  It’s the little things that mean most!

How to use Semiotics to reach the System 1 brain and communicate premium

  • Using semiotics to identify signs, codes & symbols that deliver premium in your category
  • How to identify which signs, codes and symbols best match your desired brand meaning
  • The possibilities for your brand to create premium differentiation with key examples
  • Amelia Boothman

  • Director of Brand Innovation Strategy | 1HQ Brand Agency
  • Tom Ellis

  • Director & Co-Owner, Brand Genetics

The Psychology of Premium: the reasons people pay more (but can’t or won’t say!)

  • Understanding the psychological motivations that drive consumption of premium products
  • 5 psychological insights that can be foundations for innovation success (including Conspicuous, Tribal, Hedonic consumption)
  • A series of case studies to show how these universal insights are being brought to life today

Tom Warner | Co Founder – Warner Edwards Gin Distillery

  • 2 years on where are we now
  • Keeping it in the family
  • What makes this brand Premium
  • Our stand out differences
  • What makes artisan gins the-go-to drink
  • Case Study

  • Case Study

Joyce and Raissa de Haas | founders, Double Dutch Drinks

  • From frustration to business and how Double Dutch was created
  • Spirits premiumisation and the opportunity in the mixers market
  • Flavour pairing techniques, unique flavours and superior ingredients to create premium drinks
  • Defining packaging, distribution and perception

Matthew McAuliffe – Head of Product Development & Inspiration Unearthed & James Harmer – Head of Insight  Touch

  • Unearthing a world of flavour
  • Case Study

  • FDIN


Table team brainstormings through the day with your peers to thrash through some of the issues and reach new insights.

And a chance to win a magnum of finest champagne.


Holiday Inn
Coram Street


  • 8:30
    Doors Open
  • 8:45
    Breakfast for all
  • 9:30
    Seminar begins
  • TBC
    Coffee/Buffet lunch/Tea
  • 4:30
    Event Finishes



28 November London

£550plus VAT

Register now and you'll save 10% off the price shown.
20% off price shown when booking two places. 30% off when booking 3 or more.

If you are a genuinely small company or an independent nutritionist, special prices are availed.

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