Bartenders Survey Shows Change in Consumer Spending
A recent survey conducted by Braun Research, Inc., Princeton, New Jersey, asked 540 bartenders from across the country about their thoughts on consumer trends in the on-premise arena in our current economic environment. The results essentially verified that while the industry has been less affected by the – dare we say it – recession, consumers are more inclined to look for more value in their purchases at the bar.
Of the bartenders surveyed, 63.5% of respondents agreed that customers are more likely to order established brands than new niche/specialty brands and 57% agreed that customers are less likely to request a specific brand at all when ordering a drink.
As of late, many in the industry have conceded to the idea that the spirits industry is “recession resistant” though not “recession-proof.” The results of the bartender’s panel reflects this statement, if not entirely supports it. Of the bartenders surveyed, 67.4% agreed that consumers are switching to lower price offering, 53.7% agreed that they are more likely to order beer versus a mixed drink, and a staggering 78% stated that consumers are more likely to inquire about the cost of drinks.
What bar owners need to take from this is that in order to maintain customer loyalty at this point, it may do them well to offer more drink specials (85 % of bartenders surveyed agreed that customers are more likely to order drink specials), and make available less expensive brands in order to satisfy customers’ spending needs.
This is not to say that owners should not continue to stock their back bar shelves with premium brands; in fact, Peter Cressy, CEO of the Distilled Spirits Council of the United States recently stated that a trend towards “premiumization” is occurring in the on-premise arena.
For more information on the Bartenders Panel, contact Rhona Wulf at [email protected].
Click here for information on how your brand can conduct a Bartenders Panel: Braun Research, Inc.
Click here for more information on the trend towards “premiumization” : Distilled Spirits Council of the United States (DISCUS)
