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The Power of the Bartender in the US On Premise

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November 9th – CGA by NIQ’s upcoming Global Bartender Report, powered by BarSights, includes a deep dive into the US On Premise, with 150 bartenders demonstrating why they’re a force to be reckoned with as what’s often the last touch in the consumer path to purchase.

Data from CGA’s Spring 2023 US OPUS Report reveals that 1 in 6 On Premise visitors are influenced by bartender recommendations when choosing which category to order from in venues. It’s important for brands and suppliers to not only understand trends but align with what’s going on in the bartender community. This might include proactivity in areas such as menu placement, dedicating resources to specific brands, and social media. What’s more, continuous alignment can also impact longer term visibility and competitive edge in terms of up-and-coming trends.

What’s more, the proportion of consumers who are open to bartender influence increases among specific drink categories. 23% of cocktail drinkers ask bar staff for recommendations every time or almost every time they’re ordering the category, compared to just a quarter who almost never or never do so. This accentuates the key role On Premise staff can play in guiding consumers towards specific cocktails when in venues. Furthermore, it represents chances for suppliers of cocktail ingredients to score enticing wins by getting bartenders on side.

Overall, there are many invaluable opportunities to connect with and drive advocacy among bartenders when suppliers understand not only market nuances of the US On Premise, but also the needs of its frontline workers. To this end, competitive edge can be gained by enhancing product positioning and fostering stronger relationships with the bartender community through engagement and education.

As a result, bar staff can become vital influencers of consumer decision-making through their recommendations. But, sustainable success in this area calls for deep insights into popular drinks and emerging trends as told by those who engage with consumers most, coupled with strategies tailored to their needs.

This is why an understanding of how best to interact with bartenders is vital, from online communities and engagement programs, to the role sales reps play in strengthening bartender relations, their brands sentiments, and the drivers behind their supplier preferences.

Matthew Crompton, Regional Director – Americas said: “It’s clearly demonstrable how bartender recommendations influence category and brand choices. So, there’s a potentially sizeable prize for suppliers who understand the bartender mindset. But winning it means not only brand and product familiarity on the part of bartenders, but also understanding their motivation to engage and drive specific brands and products. This calls for precision targeting what bartenders want from suppliers, the drivers behind relations, and how they’d prefer to be incentivized.”

The Global Bartender Report presents an invaluable opportunity for beverage suppliers to connect with and drive advocacy among bartenders worldwide. This industry-leading study delves into the insights, preferences, and trends within the global bartender community. The report also offers the opportunity to delve into market-specific insights based on a robust sample of 150 bartenders per country, providing US-specific insights, findings and recommendations. Download more information about the report here. Or contact Matthew Crompton at Matthew.Crompton@nielseniq.com to learn more.

About CGA by NIQ  

CGA by NIQ provides definitive On Premise consumer intelligence that reveals new pathways to growth for the world’s most successful food and drink brands. With more than 30 years of best-in-class research, data, and analytics, CGA by NIQ provides the Full View(TM). 

CGA by NIQ works with food and beverage suppliers, consumer brand owners, wholesalers, government entities, pubs, bars, and restaurants to protect and shape the future of the On Premise experience. Using the most complete and clear understanding of measurement and insights, CGA by NIQ provides a competitive edge to guide winning strategies for On Premise businesses. 

NIQ was founded in 1923 and is an Advent International portfolio company. For more information, visit NIQ.com or www.cgastrategy.com.   

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