CGA’s REACH reveals that well over half (57%) of global consumers are influenced by bartender recommendations when ordering in the On Premise. The influence of bar staff recommendations is particularly relevant for certain drink categories, such as cocktails. They can easily influence and steer consumers towards particular brands and serves and provide influence and advise for consumers looking to trade up.
With around 1 in 6 channel visitors in Canada impacted by staff recommendations, it’s clear that bartenders are key to setting trends. It’s important for brands and suppliers to not only understand trends but align with what’s going on in the bartender community. This might include proactivity in areas such as menu placement, dedicating resources to specific brands, and social media. What’s more, continuous alignment can also impact longer term visibility and competitive edge in terms of up-and-coming trends.
Brands and suppliers are more likely to educate consumers by educating bartenders. It makes a clear case for brands and suppliers to partner with operators to provide bartender training and building advocacy. By giving bartenders opportunities to learn, this in turn will help drive sales, and exerting influence on path to purchase, drinks choices, and venues choices of consumers. Bartenders are a key element in providing consumers with those coveted experiences they continue to visit the On Premise for.
Bartenders’ influence extends beyond the operational frontline and into the realms of brand advocacy. This can be achieved through strong supplier relationships with operators and their bartenders, via education and engagement with venue and bar teams. As a result, on-site team are more likely to include specifics brands in their preferred repertoire when serving customers and potentially exerting influence over their purchasing decisions.
Mitch Stefani, Client Solutions Director – Americas said: “The Report demonstrates that the case for engagement with bartenders isn’t just appealing but essential for pushing specific products and building brand equity. These are highly desirable contributors to making the Canadian On Premise more appealing as a whole.
Mitch Stefani, Client Solutions Director – Americas said:
The Global Bartender Report presents an invaluable opportunity for beverage suppliers to connect with and drive advocacy among bartenders worldwide. This industry-leading study delves into the insights, preferences, and trends within the global bartender community. The report also offers the opportunity to delve into market-specific insights based on a robust sample of 150 bartenders per country, providing Canada-specific insights, findings and recommendations.
Download more information about the report here. Or contact Mitch Stefani, Client Solutions Director – North America at Mitch.x.Stefani@nielseniq.com to learn more.
