Upmarket drink sales thrive despite cost-of-living crisis 

High-end tobacco and alcohol firms are seeing customers opt for lavish labels over cheaper brands, in spite of rising inflation 

Diageo is seeing an increase in sales for premium spirits, such has Don Julio tequila. 

Soaring inflation has made life harder for most of the world — but some people are still smoking expensive cigarettes, and doing shots of fancy tequila.

From Pall Mall producer British American Tobacco, to Tanqueray gin maker Diageo, cigarette and alcohol companies have cited strong demand for high-end products people can't seem to shake, in their reported results this week.