Small Business Column: Marketing premium products

In this week’s column, Kehlan Kirwan looks at premium products and how they go about differentiating themselves in the marketplace.

Last week I had a great interview with Jerry O’Sullivan from the Dingle Brewing Company. The company produces Crean’s Lager at its brewery in Dingle, Co Kerry. Unlike most other Irish breweries, it produces and sells only one product, the lager.

Jerry said that this was for two reasons. They wanted a consistent product that had the same taste all the time.