More than 10,000 US bartenders have been asked to rank the spirits they most recommend to customers and Patrón tequila has come out on top for the second year in a row.

The MetrixLab MSS US Bartender Influencer Study is now in its 15th year.
The Most Often Recommended Brand Award (MORBA) is based upon responses from category influencers. MetrixLab defines influencers as those individuals in a profession who make recommendations to consumers on what brand of product they should buy.

Kevin Moran, EVP Global Key Accounts at MetrixLab said: “The role of the influencer in today’s competitive marketing environment cannot be overstated. US bartenders are extremely knowledgeable about the spirits category and its many brands.

"As they are in direct contact with approximately 700 customers per week on average, they can reinforce a brand’s image, and with the right messaging and programming, they can move the consumer to that brand to facilitate a great consumption experience. There are over 800,000 bartender influencers in the US making brand recommendations every day, so clearly these professionals are able to make or break a brand’s success in the on-premise environment.”

The 2018 Most Often Recommended Brand Award winners in the Spirits category

Overall Spirit - Patrón - second year in a row, after overtaking Fireball in 2017

Blended Scotch - Johnnie Walker - ranked first since the inception of the MORBAs in 2005

Cognac - Hennessy - ranked first for seven of the last eight years

Cordial - Grand Marnier - sixth consecutive year with highest ranking

Coffee Cordial - Baileys - the leader for the six years the category has been included

Flavour Spirits - BACARDĺ Flavors - leads for the first time since 2007, overtaking Absolut Flavors

Gin - Bombay Sapphire - wins the MORBA for the first time since 2014

Rum - BACARDĺ - ranked first for the 12th consecutive year

Shot/Shooter - Jack Daniel’s - first-time lead, displacing 2015-2017’s leader Fireball

Single Malt - The Macallan - its second straight year, having displaced The Glenlivet in 2017

Tequila - Patrón - ranked first since 2008

Vodka - Grey Goose - first in all but one year of the study, where it tied with Absolut

Whiskey - Jack Daniel’s - ranked first for each year the category has been included

Moran concluded: “Bartenders are making recommendations to roughly 44% of their customers in the US, so winning these awards means a brand has the opportunity for a higher share of purchase.”

The MetrixLab MSS Most Often Recommended Brand Award (MORBA) is based upon responses from category Influencers each year who have met specific criteria for inclusion in one of our research studies. MetrixLab defines Influencers as those individuals in a profession who make recommendations to consumers on what brand of product they should buy.

Share the content