Fireball ‘most recommended’ spirit in US

9th March, 2016 by Amy Hopkins

Sazerac’s Fireball Cinnamon Whisky was the spirit most frequently recommended by US bartenders in 2015, a major survey has revealed.


Fireball Cinnamon Whisky was the most recommended spirit by US bartenders last year

Conducted by market research agency Actûrus, the MSS US Bartender Influencer Study asks 15,000 bartenders for their opinions on major spirits brands, and ranks them according to the frequency in which they are recommended to consumers.

“Bartenders have an enormous impact on the spirit brand a consumer purchases to drink” said Kevin Moran, co-CEO of Actûrus.

“With roughly seven billion bartender recommendations made per year in spirits alone, these influencers clearly represent a significant opportunity for a brand to increase their share of mouth within the adult beverage category.”

Whisky-based liqueur Fireball was found to be the most recommended overall spirit brand in 2015, as well as the most recommended shot/shooter.

“The vast number of bartenders with whom we speak year over year allows us to have a very clear picture of a brand’s position in the on premise,” added Moran.

“It has been exciting to watch the continued growth and popularity of whiskey brands over the past two years, but more specifically the emergence of the ‘craft’ spirit brand and its building affinity among consumers and bartenders alike.”

The MSS US Bartender Influencer Study also names the most recommended spirits brands within their individual categories. See the full list below:

Rum: Bacardi

Vodka: Grey Goose

Tequila: Patrón

Flavored Spirits: Absolut Flavors

Gin: Tanqueray

American Whiskey: Jack Daniel’s

Cordial: Grand Marnier

Coffee Cordial: Baileys

Blended Scotch: Johnnie Walker

A survey conducted by consumer advocacy firm WomenCertified last year revealed that American women recommended Bacardi’s namesake rum, Grey Goose vodka and Martini vermouth most frequently.

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