New Study Confirms That Bartenders Have a Big Influence on What Tequilas People Try

Bartenders have long known that a good recommendation can introduce a customer to something new. Now, a study from The Tequila Report puts some numbers behind it.

Nearly one-third of tequila drinkers surveyed said a bartender or server’s recommendation influences which tequilas they try or buy. That’s almost twice the number who cited retail store employees, at 17%. Both came in ahead of every type of paid advertising included in the study. Friends and family topped the list at 47%.

The findings are part of Tequila’s 10% Problem, a new report based on a survey of 1,000 U.S. adults who drink tequila at least once a month, along with an analysis of retail sales data.

The study also found that 72% of respondents consider brand familiarity important when buying tequila for themselves. That gives bartenders a chance to introduce customers to bottles they might not otherwise know to ask for.

As for how people drink it, cocktails and shots remain close. Sixty-four percent said they often or almost always drink tequila in cocktails, while 61% said the same about shots. Forty percent said they regularly drink it neat.

The study also asked people whether their tequila consumption had changed over the past year. Thirty-five percent said they were drinking more, while 9% said they were drinking less.

The 41-page report, sponsored by PKGD Group, is available to download free at https://www.tequilareport.com/tequilas-10-percent-problem.