Catching the attention of the high-end, high-flying consumer will only get more challenging as personal wealth increases, writes Becky Paskin.

Last year rap star Jay-Z reportedly purchased an island in the Bahamas for his wife, Beyonce, for a cool US$4 million (£24m). “If you’ve got it, flaunt it,” as the saying goes, which couldn’t be truer for some high net worth individuals (HNWIs) looking to splash the cash.

While most of us struggle to scrape together a few hundred quid for a weekend by the sea, let alone millions on an occasional private island retreat, the richest among us view the concept of luxury as consisting of a significant number of extra zeros. So long as there are plenty of wealthy individuals like Jay-Z happy to spend it, there are spirits companies producing luxury and prestige products to meet their every whim. And the trend is showing no signs of slowing down yet.