From drink slinger to mixologist, bartending has evolved from a job to a profession. Over the past 15 years, at MetrixLab we’ve quantified this growth alongside changes and developments in the alcohol and spirits industry. It’s no secret that brands are experimenting with new products like flavored spirits or hard seltzers to stay in the game and continue to delight consumers. Bartenders are at the front lines of these new trends and emerging developments, and they have direct access to customers and their tastes. There are over 800,000 Bartender Influencers in the US offering brand recommendations to the roughly 700 customers they serve on average per week. As the industry and tastes evolve, customers are becoming more willing to try new things. And they’re looking to their bartenders for guidance. Of course, what and how bartenders make recommendations is not static either. The following time lapse shows how bartender recommendations have changed from 2007-2019. You can see that the total number of recommendations across all categories increases throughout the 2000s and 2010s as bartenders become more knowledgeable about brands. They want to provide the most unique and enjoyable consumption experience for their clientele, and as brands are responding to demand, there is more choice than ever. You can also see the volatility of beer and wine recommendations amongst these new mixologists. You want to make decisions that keep your brand top-of-mind for your customers, but also for those who serve them. MetrixLab leverages 15 years of trend data like this to give you the actionable insights you need to grow your brand in the eyes of bartenders. These influencers are the ones who make or break your success at the bar, and when you’re their preferred choice, you become their customers’ choice.I’ll have what he’s having
What does this mean for you?
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Video: The evolution of bartender recommendations: 2007-2019
