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What is the most ordered whisky in US bars?

New on-trade data has revealed the whisky brand that is most frequently ordered in high-volume US bars and restaurants.

Hospitality platform Union has revealed consumption behaviours across thousands of US venues

According to data-driven hospitality platform Union’s OnPrem Insights report, Irish whiskey brand Jameson is the top whiskey consumed at Union bars and restaurants in the States.

The report looked at consumers who had purchased a spirit on at least five separate visits to Union venues in 2022.

For brand retention, the report examined the likelihood that a guest who bought a specific brand would repurchase the same brand on their next visit if they consumed the same spirit category.

The report found Jameson had the strongest retention of any whisky brand at 48%.

However, out of all the whisky subcategories, American whiskey had the highest retention rate of 74%. This means a guest is likely to drink American whiskey on their next on-trade visit.

If an American whiskey drinker strays from the category, they are likely to opt for vodka (22%), and then Tequila (15%).

Irish whiskey was found to have a 65% retention rate, while Canadian whisky was reported to have a 63% retention rate.

The overall whisky category (including all styles) has a retention rate of 53% (in line with vodka) and ‘well ahead’ of other categories.

Layne Cox, Union’s chief marketing officer, said: “Whisky is a huge aspect of cocktail bar culture, but now with Union’s granular on-premise ordering data we can confirm that whisky thrives even in larger bar and restaurant settings.

“By looking at actual guest purchases within Union’s networks, we can see exactly what, and how, customers order whisky.

“This data presents a big opportunity for high-volume venues to convert guests who like to try whisky into guests who will order it more regularly.”

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

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