MetrixLab’s Top Recommend Brand Awards are based on recommendations of over 7,500 US bartenders
5 March 2020 – Drink brands Patrón, Johnnie Walker, BACARDĺ Flavors, Bombay Sapphire, Grey Goose, Jack Daniel’s and Corona have all scooped a top award in MetrixLab’s US Bartender Influencer MSS Study. Now in its 16th year, it asks over 7,500 US bartenders to rank all the major spirits and beer brands by the frequency they recommend them to customers. Alcoholic beverage brands know how important it is to gain recommendations from these critical point-of-purchase influencers.
Kevin Moran, President at MetrixLab (US) says: “There are over 800,000 Bartender Influencers in the US offering brand recommendations every day, able to make or break a brand’s success in the on-premise environment. Over the past 15 years, we have measured the bartender grow from a job to a profession, from drink slinger to mixologist. Today, they are more likely to be formally trained and highly knowledgeable about the alcoholic beverage category and its many brands. This coincides with the trend we see in our Popular and Emerging Drinks study showing consumers becoming more adventurous and open to cocktail experimentation and craft experiences across both spirits and beers. Given bartenders are in direct contact with approximately 700 customers per week on average, their power to move the consumer to a brand they believe will garner the most unique and pleasurable consumption experience is undeniable. Our yearly tracking studies capture the right messaging and activation programming to reinforce a brand’s image to help it become a recommendation leader.”
The 2019 Top Recommended Brand Award winners in the Alcoholic Beverage category:
|Overall Spirit||Patrón||Third year in a row, after overtaking Fireball in 2017 and edging out Grey Goose in 2019|
|Blended Scotch||Johnnie Walker||Also ranked first in 2018, it’s first time since the inception of the study in 2005|
|Flavor Spirits||BACARDĺ Flavors||Maintains its poll position of 2018, overtaking Absolut Flavors. The brand hadn’t won since 2006/7|
|Gin||Bombay Sapphire||Second time in a row for ranking first in the Gin category|
|Rum||BACARDĺ||Ranked first for the 13th consecutive year|
|Tequila||Patrón||Has been ranked first since 2008|
|Vodka||Grey Goose||Has scooped first in all but one year of the study, where it tied with Absolut|
|Whiskey||Jack Daniel’s||Ranked first for each year the category has been included|
|Beer||Corona||Retains its first rank, narrowly leading Heineken|
Kevin Moran concludes: “Consumers are more and more likely to enter a bar without a preferred brand in mind. At the same time, bartenders are becoming more likely to proactively make recommendations, creating a huge opportunity to impact a consumer’s choice and purchase.”
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Notes to Editors
The MetrixLab Top Recommended Brand Award is based upon responses from category Influencers each year who have met specific criteria for inclusion in one of our research studies. MetrixLab defines Influencers as those individuals in a profession who make recommendations to consumers on what brand of product they should buy.
The award program recognizes brands for leading their category in terms of Share of Recommendations. This is determined by calculating the average number of recommendations made for each brand (if in distribution) as a percentage of the total number of recommendations made across all brands included in the category/survey competitive set. Awards are based on numerical scores, and not necessarily on statistical significance. Additional information is provided to participating brand manufacturers on product image, programming effectiveness and other metrics to make more informed strategic decisions on how to position their brand among Influencers.
Each year, MetrixLab surveys Influencers around the world to gather their opinions, perceptions, and recommendations of the brands they sell to consumers. This survey information forms the basis for our rankings and awards. Brands that rank highest in the company’s multi-sponsored Influencer studies with awards associated with them may enter an agreement to use the MetrixLab name and award icon (trophy) in marketing, advertising, and promotional activities. MetrixLab reviews and approves advertisements that feature its name or study information for clients that are part of the program. Use of the MetrixLab name is governed by a formal agreement and is closely monitored to ensure that the information is accurate and not misleading to consumers.
The 2019 MetrixLab Bartender Spirits Influencer MSS Study surveyed 7,521 bartenders in the top 10 US MSAs between January and December 2019. The 2019 MetrixLab Bartender Beer Influencer MSS Study surveyed 836 bartenders in the top 10 MSAs between January and December 2019. The 2020 studies are currently in field with results available in early 2021.
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