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.
Farmington, CT; Scottsdale, Arizona (PRWEB) February 24, 2016
The MSS US Bartender Influencer Study, now in its 10th year, conducts over 15,000 bartender interviews securing their opinion of brands, and ranking of all 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, Co-CEO of actûrus. “With roughly 7 billion bartender recommendations made per year in spirits alone, these influencers clearly 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 2015 MSS Most Often Recommended Brand Award winners include:
Category: Recipient
Overall Spirit: Fireball
Rum: Bacardi
Vodka: Grey Goose
Tequila: Patrón
Flavored Spirits: Absolut Flavors
Gin: Tanqueray
N.A. Whiskey: Jack Daniel’s
Cordial: Grand Marnier
Coffee Cordial: Baileys
Blended Scotch: Johnnie Walker
Shot/Shooter: Fireball
Notes: The 2015 US Bartender Study conducted 15,000 bartender interviews in the top ten US MSAs between June and August. Results are based on measures of recommendation by influencers that are proprietary to actûrus. 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.
Actûrus 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.”
Actûrus staff is composed of highly trained research professionals with a vast array of expertise on a global basis. Actûrus 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://www.acturus.com/case-studies/global-research-that-raises-the-bar/ or call 480-595-4754 ext. 1221.
Contact: Kevin Moran
Phone: (480) 595-4754 ext. 1221
Email: kevin.moran(at)acturus(dot)com