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
