MSS Announces Winners Of The Most Often Recommended Spirit Brand Awards For 2014

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Patrón captures the award as the Most Often Recommended Spirit brand among US bartenders for 2014

Just one of the over 800,000 Influencers of on-premise spirits purchase

The vast number of Bartenders with whom we speak year over year allows us to have a very clear picture of a brand’s position in the on premise.

Patrón is not only the most often recommended tequila among US bartenders, but also the most often recommended brand within all spirit categories for the first time. The MSS US Bartender Influencer Study, now in its 10th year, asks over 15,000 bartenders their opinion of brands, and to rank all the major spirits brands in terms of the frequency they recommend them to consumers.

“Bartenders have an enormous impact on the spirit brand a consumer purchases to drink,” says Kevin Moran, President of MSS. “With greater than 800,000 bartenders each making recommendations at the rate of over 9,000 a year in spirits, these Influencers represent a significant opportunity for a brand to increase their share of mouth within the adult beverage category.”

The award program recognizes spirit 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.

“The vast number of Bartenders with whom we speak year over year allows us to have a very clear picture of a brand’s position in the on premise. It has been exciting to watch the continued growth and popularity of whiskey brands over the past two years, but more specifically the emergence of the ‘craft’ spirit brand and its building affinity among consumers and bartenders alike” says Moran.

The 2014 MSS Most Often Recommended Brand Award winners include:

Overall Spirit: Patrón    
Rum: Bacardi
Vodka: Grey Goose    
Tequila: Patrón
Flavored Spirits: Absolut Flavors    
Gin: Bombay Sapphire
N.A. Whiskey: Jack Daniel’s    
Cordial: Grand Mariner
Coffee Cordial: Bailey's
Single Malt Scotch: The Glenlivet    
Cognac: Hennessy
Blended Scotch: Johnnie Walker    
Shot/Shooter: Jägermeister

Notes: The 2014 US Bartender 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 nearly 50 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 ext. 1227
Email: ssnow(at)mssmulti(dot)com

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