What do you think about the Booker's price increase?
How often do you drink Booker's? (choose one)
Did you or will you stock up on Booker's before the price increase? (choose one)
Will you buy Booker's when the price goes up to $100? (choose one)
What's a fair price for Booker's? (choose one)
Less than $50
$50 - $60
$60 - $70
$70 - $80
$80 - $90
$90 - $100
More than $100
Which best describes your sentiment towards Beam Suntory (Booker's) as a result of the price increase? (choose one)
Satisfaction - I think they're smart to raise the price and with less production it will hopefully prevent it from becoming hard to find like many other good bourbons have become.
Mixed feelings - I'm torn between the idea of the price going up which is a bit frustrating but I know this could mean it's more accessible in the long term and I feel Beam probably did their research.
Anger - It really pisses me off right now, but it will probably wear off soon.
Extreme anger - Booker's is dead to me.
Indifference - It is what it is and doesn't really change my feelings towards the company / brand.
Not applicable - I didn't really have any feelings to begin with and this doesn't change anything.
If Booker's price dropped back down to $60 relatively soon for any reason (including lack of sales at the new $100 price), which best describes how you might feel about that? (choose one)
Happy - It means Beam listened to their customers and reacted just like Maker's Mark did when they decided against lowering the proof. This might strengthen or reestablish trust with the company / brand.
Mixed feelings - I might be a bit annoyed at the price movement, and question their motives, but in the end the price is back down and that's a good thing. We'll never really know what their motives were so might as well just go with it.
Anger - Was this all just a marketing plot to get people talking about Booker's to sell more and create the feelings of a stronger value? Even if the price does go down I would question Beam's motive and their trust might be lost.
Extreme anger - Booker's is still dead to me.
Indifference - I assume the producers know where best to price things and it is what it is.
Not applicable - I probably won't even realize it since I don't drink Booker's anyway.
How concerned are you that this might be the first of many readily available brands to impose a substantial price increase? (choose one)
Not at all
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