MSS Announces Winners of the Most Often Recommended Beer Brand Awards for 2013

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Budweiser captures the award as the Most Often Recommended Beer brand among US bartenders for 2013.

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Over the last two to three years, we have seen a resurgence of beer into the market as new craft and specialty brands emerge and gain traction.

The 2013 Most Often Recommended Beer brand results are in and Budweiser captures the most often recommended beer overall among all Mainstream, Mainstream Light and Specialty/Craft brands. Recommendation of Bud Light only slightly trails Budweiser capturing the most often recommended Mainstream Light award. The Specialty/Craft category is much more competitive as Sam Adams has only a slight advantage over the second most often recommended brand, Blue Moon.

“For a while, beer has been losing share to the onslaught of new and unique spirits brands entering the market and the trend to premiumization” says Kevin Moran, President of MSS. “However, over the last two to three years, we have seen a resurgence of beer into the market as new craft and specialty brands emerge and gain traction, pulling the entire category up with them. Our research shows that bartenders are making nearly 260 recommendations a week on average. And over the course of a year, bartenders make greater than 13,000 recommendations on average for beer and spirits combined! With greater than 750,000 bartenders out there, that’s a lot of influence and opportunity for a brand to increase share of mouth within the adult beverage category.”

The MSS’ multi-sponsored US Bartender Influencer Study, now in its 9th year, asks over 15,000 bartenders their opinion of and to rank all the major beer brands in terms of the frequency they recommend each to consumers. About 40 brands are included in the beer category study. MSS’ MORBA award program recognizes beer brands with the highest share of recommendations among bartenders in the annual MSS Bartender Influencer Study. Additional information is provided to participating suppliers on product image, programming effectiveness and other metrics that enable them to make more informed strategic decisions on how to position their brand among Influencers and program optimally to drive recommendations and sales.

“The vast number of Bartenders with whom we speak year over year allows us to have a very clear picture of what is happening in the on premise. It has been interesting watching the Specialty/Craft brands increase in recommendation as they gain momentum among bartenders. While it will be tough to overtake the heavyweights like Budweiser, Bud Light and Sam Adams in terms of volume, clearly entry brands are finding a niche of differentiation and significant opportunity” says Moran.

The 2013 MSS Most Often Recommended Beer Brand Award winners include:

Category                                     Recipient
Overall Beer                                Budweiser    
Mainstream Beer                         Budweiser
Mainstream Light Beer                Bud Light
Specialty / Craft Beer                 Sam Adams

Notes: The 2013 US Bartender Influencer Study surveyed thousands of bartenders in the top ten US MSAs between June and August. Results are based on measures of recommendation by Influencers that are proprietary to MSS. Awards are based on numerical scores, and not necessarily on statistical significance and provided among only those brands included for ratings in MSS Influencer studies.

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.

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Scott Snow
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