CATEGORY REPORT

The Whiskey
Report

Unlock comprehensive and valuable insights about whiskey consumption behavior on-premise

WHAT'S IN THIS REPORT

This report analyzes guest behavior at Union on-premise venues from February 2022 through July 2022.  The Union GuestMatch™ and MenuMatch™ technologies enable Union to form and track ad-hoc guest cohorts and analyze behavior over time.  

Pricing

How much do consumers pay for whiskey? How does that compare to other categories? Which brands’ drink prices are increasing/decreasing?

Day Part

When specifically in the night do people drink whiskey? How does that differ from other categories overall?

Retention

What is the likelihood that someone who orders a whiskey will stick with the category? Which brands have the highest retention?

Adoption

What portion of drinkers drink whiskey? How loyal are they to the category? Which brands have the highest penetration and most loyal drinkers?

Win Rate

What’s the likelihood that a whiskey drinker will choose one brand vs. another if both are available at the bar?

IMPACT THESE TRENDS

An Entirely New Approach to Brand Building 

Iconic brands are built in the most popular independent bars and restaurants. For years, the industry has relied on expensive, unmeasurable, and largely ineffective sampling programs to drive trials.

Build Distribution

By communicating key selling facts to account GMs

Liquid to Lips

Reach consumers while they are ordering

On to Off Premise

Facilitate consumer conversion to brand loyalists

Precise Measurement

Track results while acquiring granular consumer insights