Segregate, advertise, market- but keep liquor price closest to recommended retail price

Most of us are not motivated spendthrifts, but we still give our best in avoiding downright retail exploitation. We know when to hunt for good bargains; we are smart enough to turn a craving for an expensive high-end packet of peanuts into a one month supply of a 15-centimeter jaw dropping roadside roasted maize and get by.

That is why many consumers will find it ridiculous to buy a 500ml bottle of their favourite bottle for Sh400 while the recommended retail price is Sh180 unless we are talking about that new techie billionaire or the old money retired businessman who are doing it for the thrill.