MSS Announces Winners of the 2014 Most Often Recommended Brand Awards for Beer

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Budweiser captures the award as the Most Often Recommended Beer in 2014.

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It will be tough to overtake the heavyweights like Budweiser

The 2014 Most Often Recommended Beer brand results are in and Budweiser captures the most often recommended beer for the second year in a row. Recommendation of Bud Light only slightly trails Budweiser.

“The beer category has seen immense change over the past few years,” says Kevin Moran, President of MSS. “After losing favor to spirits in terms of volume and share of mouth, we have witnessed a growing appetite toward interesting, better beer as consumers with their increasingly global palates are demanding more diverse offerings and in-depth flavors from local and regional breweries. The onslaught of new and unique ‘craft’ brands entering the market that fueled the spirits category growth over the last few years has stimulated innovation and new introductions/extensions in the beer category,” says Moran. “However, despite this trend, the domestic heavyweights continue to be bartenders leading recommendations and will be for some time due to their legacy and scale.”

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 800,000 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 10th year, asks over 15,000 bartenders their opinions of beers, and to rank all the major beer brands in terms of the frequency they recommend each to consumers. About 30 brands are included in MSS’ 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.

Bartenders are the barometers of consumer taste in the on premise. “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 2014 MSS Most Often Recommended Beer Brand Award winners include:

Most Often Recommended Brand            
     Budweiser

Remaining “top 5” brands (in alpha order)    
     Bud Light
     Coors Light
     Corona
     Heineken

Notes: The 2014 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 nearly 50 countries, at a cost-effective price. For more information, about our alcohol/beverage studies visit us at http://mssmulti.com/our-studies/adult-beverage-influencer-studies 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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Scott Snow
MSS
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