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Whiskey growth continues on-premise, but not without challenges

Technomic finds expanding whiskey selections on menus and back bars and high interest from Millennial consumers contributing to positive sales trends

CHICAGO, May 17, 2017—One of the fastest-growing spirits categories at the bar is also the most complex for consumers to navigate and on-premise operators to manage. Whiskey is gaining more space on the back bar and on menus at many establishments, but the number of brands, types and expressions presents challenges, according to Technomic’s On-Premise Whiskey: Growth Opportunities & Challenges in Restaurants & Bars Study.

Full report details are available here.

“Restaurant and bar operators are eager to present a compelling whiskey selection, and the research shows they’re moving some other spirits off the back bar to make more room for whiskey. But many say it’s difficult to strike the proper balance of well-known brands, new offerings and local bottlings that can differentiate their establishments,” reports Donna Hood Crecca, study author and associate principal at Technomic. “Patrons are noticing the expanding selection and for some it’s overwhelming. They indicate it complicates the drink decision. However, engagement with the category is high and we see continued growth.”

Other key findings of the report include:

  • Younger legal-age consumers are highly engaged with whiskey in restaurants and bars and are more likely than their older counterparts to be actively increasing their knowledge of the spirit. These younger consumers say the whiskey attribute they now know more about is brand.
  • Vodka is among the spirits categories ceding back bar space to whiskey, according to bartenders.
  • Classic whiskey cocktails and using whiskey to put a new spin on a range of cocktails is the trend in whiskey drink selections on menus.
  • Bartenders report American whiskey is performing well in all segments, while flavored whiskey and Japanese whisky are notably trending up in select segments of the on-premise channel.

Technomic’s On-Premise Whiskey: Growth Opportunities & Challenges in Restaurants & Bars Study provides deep insights into whiskey at restaurants and bars, including research conducted with legal-age consumers as well as bartenders and on-premise operators.

To purchase or learn more about this and other industry reports from Technomic, please visit our website or contact one of the individuals listed below.

Contacts:
Press inquiries: Donna Hood Crecca, (631) 265-3839, dcrecca@technomic.com
Purchasing details: Patrick Noone, (312) 506-3852, pnoone@technomic.com

About Technomic
Only Technomic, a Winsight company, delivers a 360-degree view of the food industry. We impact growth and profitability for our clients by providing consumer-grounded vision and channel-relevant strategic insights. Our services range from major research studies and management consulting solutions to online databases and simple fact-finding assignments. Our clients include food manufacturers and distributors, restaurants and retailers, other foodservice organizations, and various institutions aligned with the food industry. Visit us at technomic.com.

About Winsight, LLCWinsight LLC is a business-to-business media, event, data and information company specializing in the convenience-retailing, restaurant and noncommercial foodservice industries. Winsight has an extensive media portfolio with leading publications, including CSP, Convenience Store Products, Restaurant Business, FoodService Director, and now Grocery Headquarters as of June 2017. Winsight Media offers a suite of digital products, including websites, e-newsletters, webinars, video, apps and custom marketing solutions. The Winsight Events group produces exclusive large-scale executive-level conferences, including Restaurant Leadership, Global Restaurant Leadership, FARE Conference, Outlook Leadership, Convenience Retailing University, FSTEC, Restaurant Trends & Directions and MenuDirections. Winsight also owns Technomic Inc., the leading provider of market information and advisory services for the food industry. For more information on Winsight and its brands, go to www.winsightmedia.com or www.technomic.com.

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