MSS Announces Results from the 2013 Most Popular Drinks Study

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Bartenders rate Grey Goose as the Most Popular Alcohol brand in 2013.

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Bartenders have a very good pulse on their consumers and the most popular brands in the on premise environment today

MSS, providers of strategic solutions to leveraging influence at the point of purchase announces results from the 2013 Popular Drinks study among Bartenders in the US. Category heavyweights dominate the top five list as bartenders rank Grey Goose followed by Patron, Jack Daniels, Jameson and Absolut as the Most Popular Spirits Brands of 2013.

“Bartenders have a very good pulse on their consumers and the most popular brands in the on premise environment today,” said Kevin Moran, President of MSS. “While one can expect to see the industry leaders dominate the top rankings, what is really interesting is watching the emergence of so many new brands. Fireball for example wasn’t even on the radar last year and now ranks sixth. Or the Moscow Mule gaining traction and becoming a more popular cocktail over the past two to three years.”

The Popular Drinks Study asks over 800 bartenders to rank the most popular brands as well as the most popular drinks, shots and cocktails. Additional information is provided to participating suppliers on rankings by account type, markets and demographics that enable them to make more informed strategic decisions on how optimize drinks strategy. The most often recommended brand results for 2013 include:

Overall Brand:    Grey Goose leads as Bacardi falls five spots, just remaining in the top ten, while both Stoli and Smirnoff do not make the top ten list for the first time

Straight Shots:    Patron maintains top mention for the fifth year in a row, followed by Jameson and Jägermeister

Mixed Shots:     The top five remain the same as in 2012 lead by the Lemon Drops as Chocolate Cake replaces the Buttery Nipple in the top ten rankings

Cocktails:     Margaritas and Long Island Iced Teas are rated as the top two most popular cocktails in 2013 followed by the Cosmo, as Manhattans and Old Fashions crack the top ten list. Margarita has been ranked the most popular cocktail in 7 of the 8 years MSS has run the study

Mixed Drinks:     Rum and Coke receives top mention as the most popular simple mixed drink, various combinations of whiskey and vodka mixed drinks round out the remaining top ten

2014 Projections:     Reflecting the growth of the cocktail culture, beer is again projected by bartenders to decline in popularity. In 2011 beer was ranked #2, in 2012 #6; in 2013, it falls to #9. Related, despite the significant volume beer represents in on premise accounts, bartenders convey that 72% of their mindshare goes to spirits.

Notes: The 2013 US Popular Drinks Study surveyed over 800 bartenders in the top ten US MSAs between June and August. Results are based on unaided popularity measures by bartenders that are proprietary to MSS.

MSS offers affordable, multi-sponsored, 'near custom' market research to help marketers develop tools to optimize their brand’s direct to the trade marketing and sales programming to drive brand recommendations at the point of purchase. “Over the years, we have quantified and validated the importance of the Influencer,” said Moran. “His critical role in driving sales to consumers at the point of purchase cannot be ignored.”

MSS’ staff is composed of highly trained, research professionals with a vast array of expertise on a global basis. MSS performs at the very highest standards of research protocol and provides a wealth of actionable information about Influencers in 19 categories from beverages to passenger car lubricants in over 30 countries, at a cost-effective price. For more information, about our alcohol/beverage studies visit us at or call 480-595-4754 ext. 1227.

Contact: Scott Snow
Phone: (480) 595-4754
Email: ssnow(at)mssmulti(dot)com

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