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Diageo brands listed in 80% of US venues

New research has found that Diageo’s spirits portfolio features in nearly 80% of US venues.

Don julio
Don Julio was found to be the most common Tequila used to make a Margarita

In the Overproof Key Market Report, which examined the menus of 2,000 bars and restaurants across 10 US markets, Diageo brands were featured in 1,592 venues (79.6%).

The 10 markets examined included Boston, Chicago, Dallas, Houston, Los Angeles, New York City, Phoenix, San Francisco, Seattle and South Florida.

The firm’s brands were mentioned on menus a total of 14,914 times, with 196 unique products features.

Diageo’s position was driven by Don Julio, Bulleit, Ketel One, Casamigos and Johnnie Walker, which all make the top 20 brands by total mentions.

Bacardi followed with 1,542 venue placements (77.1% of venues) and 10,315 total brand mentions (9.8% menu share).

Pernod Ricard is the third leading supplier in both categories, with 1,525 venue placements (76.3%) and 9,239 mentions (8.8% menu share).

Beam Suntory (8,746 mentions, 8.4% menu share) and Campari America (7,138 mentions, 6.8% menu share) complete the top five.

Of 385 suppliers identified, the top five made up nearly 50% of 104,582 mentions.

Tito’s Vodka was found to be the top brand by venue placement, featuring in 944 (47.2%) of the 2,000 venues analysed. The American vodka brand received 2,968 total mentions, giving it a 2.8% menu share.

Of the 106 vodka brands included in the report, Tito’s accounted for 21.8% of all vodka mentions.

Don Julio was the second leading brand by venue placement (699), with a 2.31% menu share, equating to 2,419 total mentions.

This was followed by Beam Suntory-owned Maker’s Mark, and Bacardí rum.

Tequila was the most popular spirits category in the 6,613 menus analysed, with 17,980 total mentions.

Don Julio led the category with 2,419 mentions, followed by Bacardi-owned Patrón (1,708 mentions) and Casamigos.

Vodka was the second most popular spirits category, followed by Bourbon.

Johnnie Walker received the most mentions in the Scotch whisky category, while Hendrick’s was found to be the leading gin brand.

Whistlepig was the most commonly featured rye whiskey, and Aperol took the top spot in the most-often mentioned amaro brand.

The Margarita led the way as the most mentioned cocktail family on the menus analysed, with 7,336 total mentions. Don Julio was the most common Tequila associated with the cocktail.

The second most mentioned cocktail was the Martini, with 2,525 total mentions. Grey Goose, Kahlúa and Tito’s Vodka were most commonly used.

Tito’s, Diageo-owned Ketel One and Pernod Ricard-owned Absolut were the top brands most commonly used in the making of the Mule, which came in as the third most mentioned cocktail (2,784 total mentions).

The Old Fashioned and Sangria were the fourth and fifth most mentioned cocktails respectively.

In other news, the Piña Colada was recently named as the UK’s favourite cocktail to make at Christmas.

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