Brands’ pricing shouldn’t be bound by their categories

Imagine you’re doing your weekly shop. You’ve been pushing your trolley around for half an hour and bought nearly everything on your list – one of your last stops is in the soft drink aisle. You scan the bottles and spot an interesting new brand nestled between the Ribena and the Robinson’s. You fancy treating yourself, so you check the price tag.
Now, how much would you be prepared to pay? A fiver maybe? Well this brand wants £26 for a 700ml bottle. Still intereste