Consumer and Bartender Perceptions of Craft Spirits
Source: The IWSR U.S. Craft Spirits Report
December 2, 2016
According to the recently released IWSR U.S. Craft Spirits Report, consumers and bartenders rate the following attributes as important when choosing a craft spirit: distinct taste, specially crafted, unique packaging, high-quality, interesting story/heritage. Key elements that may describe ‘craft’ but are less important are brands promoted as small batch or produced in limited quantities and a high price point.
When it comes to on- and off-premise trial, 76.6% of consumers have purchased craft spirits for on-premise consumption. The leading drivers for the purchase of craft spirits are the use in specialty cocktails (63.2%) and a bartender’s suggestion (57.9%). At retail, 85.4% of consumers have purchased craft spirits for home consumption. The main driver for the purchase is word-of-mouth suggestion (66.7%), followed distantly by ‘read about the brand’ (42.9%).
By category, both bartenders and consumers most welcome new craft vodka brands. Bartenders’ interest in new craft entrants within non-aged whiskey and rum increased considerably in 2015, indicating key opportunity categories. And despite being the most welcomed category for new craft brands, interest in new vodka brands appears to be waning with bartenders-the only category to see a decrease since 2014.
For more information on the IWSR U.S. Craft Spirits Reports, please email brandy@theiwsr.com