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House Tequila beats named brands in US bars

Visitors to high-volume bars in the US are showing a penchant for unspecified, house-pour Tequila over named premium brands, new data suggests.

frozen Margarita Tequila
Union’s research suggests consumers are still opting for house/well pours over premium brand names

According to Union, a data-driven hospitality engagement platform, ‘house/well’ drinks – unspecified brands not listed on menus – are still the most popular Tequila orders among guests at Union venues.

Tequila is responsible for almost one-third of all spirits sales at Union venues throughout the US – putting the category ahead of whisky.

Union’s OnPrem Insights report showed the overall top-selling agave-based spirits brands in the last 12 months were Casamigos, Espolòn, Don Julio and Patròn.

The top three premium brands were Casamigos, Don Julio and Patròn.

Meanwhile, the top three call brands were Espolòn, Lunazul and Hornitos.

Layne Cox, chief marketing officer for Union, said: “Our data shows that house/well Tequila drinks represent a 33% share of Tequila brands sold and enjoy an astounding 85% retention rate, meaning customers will most likely reorder that same option at their next bar visit.

“In the face of Tequila premiumisation trends, there’s a strong argument to be made that house/well drinks can outperform when it comes to repeat sales.

“However, that doesn’t mean that there isn’t plenty of room for premium brands, but venues need to track this data and keep it in mind as they think about ordering.”

Union was designed by more than 50 hospitality venue owners from some of the highest-volume locations in the US.

The platform’s OnPrem Insights reports aim to give the on-trade information about consumers’ consumption patterns.

The reports are based on Union’s proprietary Guest Match and Menu Match intelligence, and on-trade consumption data from its thousands of members venues across 34 US states.

Earlier this month, Union revealed the most frequently ordered whisky in high-volume US bars.

IWSR Drinks Market Analysis revealed Tequila sales overtook American whiskey by value in the US last year.

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