Grey Goose vodka ‘most popular’ brand of 2013

Bartenders have identified Grey Goose vodka as the most popular spirit brand among their customers in 2013.

Grey Goose vodka has been identified as the most popular spirit in the on-trade in 2013

As part of a study by data agency MSS, 800 bartenders in the US were asked to rank a list of spirits brands, mixed drinks and cocktails according to their popularity among on-trade consumers in 2013.

Grey Goose was identified as the most popular overall spirit brand last year, while previously high ranking Smirnoff failed to make the top 10.

Patrón Tequila was found to be the most popular shot of 2013, followed by Jameson Irish whiskey and Jagermeister.

Magaritas, Long Island Ice Teas and Cosmopolitans were rated as the most popular cocktails for the year, while Manhattans and Old Fashions entered the MSS’s annual list for the first time – a sign of the growing popularity for “vintage” and Prohibition era drinks.

In the mixed drinks category, rum and coke was identified as the favoured option.

“Bartenders have a very good pulse on their consumers and the most popular brands in the on-premise environment today,” said Kevin Moran, president of MSS.

“While one can expect to see the industry leaders dominate the top rankings, what is really interesting is watching the emergence of so many new brands.

“Fireball for example wasn’t even on the radar last year and now ranks sixth. Or the Moscow Mule gaining traction and becoming a more popular cocktail over the past two to three years.”

When asked about their forecasts for the on-trade market in 2014, a significant number of bartenders predicted a further slowdown for beer as spirits gain pace.

According to MSS: “Despite the significant volume beer represents in on premise accounts, bartenders convey that 72% of their mindshare goes to spirits.”