Spirits brand owners have been advised to capitalise on the recovery of the on-premise channel by partnering with bars and restaurants to feature their products by brand name on cocktail menus.
A survey of Canadian consumers from CGA by NielsenIQ this month found that “almost” three in five of the market’s cocktail consumers in the last three months have noticed the naming of spirits brands on drinks menus. Of this proportion, 40% had ordered cocktails listed with brand names “every/almost every time”, according to CGA.
The findings “highlight the influence this brand exposure has when positioned as a key ingredient in a preferred cocktail type”, the research company said.
“There is still significant room for growth in this area for brands to entice consumers to try a branded spirit in a cocktail, by optimising this crucial part of the consumers’ path to purchase,” CGA added. “Fifty-two per cent of consumers order cocktails with branded spirits only occasionally when visiting bars and/or restaurants.”
The research also found that 43% of Canadian spirits consumers order by a specific brand, while 33% use the spirits segment name in the ordering process.
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