Richard Shotton

speaker

1,228 appearances 5 recordings 4 series first heard Jan 2026 last heard 27 Jun

Richard Shotton’s voice in public audio — every appearance, attributed to the second.

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recordings per month · last 12 months

Recordings per month over the last 12 months — 5 in all, peaking in Jun 2026 with 3.

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It sells in the spirits aisle of Tesco's and Sainsbury's, but the kind of non-alcoholic end.

The imagery on the front is like, you know, beautiful drawings, looks like a craft chip.

And it sells for about £20 a bottle.

Now, what people think is, well, you know, a fancy craft gin sells for about £30 a bottle.

This stuff hasn't got any alcohol in, so I'm not prepared to pay as much.

But, you know, £20, a bit expensive, but it's £10 less.

That seems, you know, reasonable.

I'll buy it.

Now, think about an alternative universe where that brand was launched as a cordial, which is what it basically is.

If it was launched in Dayglo colours next to the Ribene and next to the Robinson Squash, people might...

Be prepared to pay, I don't know, double what you pay for Ribena and other fruit cordials.

But they wouldn't pay five times or six times as much.

Even if this stuff tasted like the nature of the gods, people wouldn't pay that kind of premium.

So it's about where you set your benchmark.

People will adjust.

from that comparative benchmark.

But the general finding is people don't adjust as far as they should.

So you throw out this super expensive benchmark through design or comparison set, and then as a business, you reap the benefits.

Now, there's a double benefit there, which is people have another rule of thumb in their head, which is price equals quality.

So high price is a badge of quality.

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