If someone wants a drink, they know where to find one. So, what are we really selling in luxury spirits? I recently learned that the answer is not in the boardroom. It’s in the market. The most successful brands understand they are not in the business of bottles but in the business of access. Over and above them selling a product, they sell a key. A key to a feeling, a community and a story you can’t get anywhere else. This realisation changes everything about how we measure value. While a discount on a premium bottle might get a brief…