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.  


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?


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


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?

Want to stay ahead of the latest on-premise trends?

Join the community of alc-bev professionals on the cutting edge of the industry