Customers who bought a spirit on five different occasions at Union locations in 2022 were the subject of a new study by hospitality platform Union OnPrem Insights.
To identify the spirit with the best brand retention, the survey questioned customers if they would repurchase the same beverage. The Irish whisky Jameson came in first place, with 48% of respondents saying they would repurchase it.
However, the survey discovered that customers were more inclined to buy American whiskies again, with 74% of respondents saying they would do so on their subsequent visit. 65% of visitors said they would drink Irish whisky again on their next visit, while 63% of patrons said they would prefer Canadian whisky.
However, the survey discovered that customers were more inclined to buy American whiskies again, with 74% of respondents saying they would do so on their subsequent visit. 65% of visitors said they would drink Irish whisky again on their next visit, while 63% of patrons said they would prefer Canadian whisky.
Whisky outperformed other spirits with an overall retention rate of 53%. The survey, according to Layne Cox, chief marketing officer at Union, "confirms that whisky sales thrive in big restaurant and pub settings."
“By looking at actual guest purchases within Union’s networks, we can see exactly what, and how, customers order whiskey," Cox said in a statement.
"This data presents a big opportunity for high-volume venues to convert guests who like to try whiskey into guests who will order it more regularly."
With an astounding six million nine-litre barrels of Irish whisky expected to be sold in the US by 2022, Irish whisky sales in the US have exploded in recent years. bringing in $1.4 billion for Irish distilleries.
According to NielsenIQ, over 21.8 million bottles of whisky were sold in the US last year, totalling $570 million in US dollars.
More than 1,700 people are employed by the Irish whisky business, which also gives the country's economy a direct boost of more than €700 million.