MSS Announces 2014 Spirits Brand Power Index “200+ Club”

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Eight spirits brands power away from the competition in the latest MSS Bartender Influencer Study

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Using the powerful metrics in our study, coalesced into one common measure of Power, allows MSS to quantify and track the degree of success for each brand.

How does one measure a brand’s strength beyond mere sales, you know, the affinity a brand captures in the market? There are many elements that comprise whether a brand will maintain or even achieve success in the market. Key among those are a brand’s image or how it is perceived relative its competitors, the exposure to and effectiveness of the brand’s promotional efforts; and lastly, the share of mind the brand holds among those selling it – its share of recommendations to consumers. To easily understand this overall performance of a brand within its category, MSS created the MSS Brand Power Index five years ago. The BPI is a score that marketers can use to compare and track their brand’s strength and performance against other brands year over year.

“The role bartenders play provides for a very accurate and prescriptive read on the strength of spirits brands in the on premise environment,” says Kevin Moran, President of MSS. “Who better knows what a spirit brand stands for and what suppliers are doing to create a positive and differentiating image? Brands are trying to develop a relationship with bartenders beyond just ‘the serve.’ Using the powerful metrics in our study, coalesced into one common measure of Power, allows MSS to quantify and track the degree of success for each brand.”

The Brand Power Index “200+ Club” recognizes spirits brands with the highest BPI rating among bartenders in the annual MSS Bartender Influencer Study. In addition to the overall Brand Power Index measure, participating brands also receive information on product image, programming effectiveness and other metrics that enable them to make more informed strategic and tactical decisions on how to position and program 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 disposition in the on premise. The BPI is a very concise way of presenting which brands perform best” says Moran. “And while the 200+ Club provides a picture of the ‘elite’ performers, there are an additional 42 brands that rate at or above the category index of 100.”

The 2014 MSS Brand Power Index “200+ Club” brands include:        
Patrón - 290
Bacardi - 283
Captain Morgan - 245
Bombay Sapphire - 240
Baileys - 239
Tanqueray - 237
Grey Goose - 231
Absolut - 201

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 image perception, programming exposure and effectiveness and recommendation by Influencers that are proprietary to MSS. The BPI is based on numerical scores, and not necessarily on statistical significance and provided among only those brands included for ratings in the MSS Bartender Influencer study.
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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