Ground Signal

As the year draws to a close, #DryJanuary is right around the corner. One key aspect of this emerging trend is the increase in popularity of #Mocktails - particularly among health conscious, younger consumers. Contrary to popular belief, these consumers are not turning fully to abstinence but rather are looking to modify their consumptive patterns to mitigate the harmful effects of overindulgence. Rather than viewing this trend as a threat - we think this is an opportunity, particularly in the #OnPremise, where brands can gain an advantage in this newly emerging category. In this month's deep dive, the Ground Signal team takes a closer look at Mocktail consumption, providing visibility into top consumer information, what settings and environments are most popular for drinking Mocktails, the types of accounts where Mocktails are most popular and finally looking at how Mocktails are featured on Menu at top accounts!

As the chill of winter blankets much of the country, those of us fortunate enough to be based out of Ground Signal's South Florida Office are experiencing peak golf weather! For golf enthusiasts, it’s not just about the game—it’s about the entire experience, and that includes what’s served at the #19thhole. Understanding #consumerbehavior related to alcohol purchases at #GolfCourses provides unique insights into how the #beveragealcohol industry can drive sales. So, whether you’re dreaming of your next round, or preparing to hit the links read on for three quick insights into consumer behavior at Golf Courses and Clubs or download our fact sheet for a more in-depth look. 1. The popularity of #EspressoMartinis have increased by roughly +500% and is now the most popular cocktail at Golf Clubs 2. Consumers are increasingly hosting #WorkParties at Golf Courses, with their popularity almost tripling since 2021 3. #Bourbon is the category that has seen the biggest growth in popularity, increasing by roughly +50% over the last two years

In this week's edition of #TheHandshake. where we delve in to a time honored tradition - #HappyHour. Over the last twelve months, Happy Hour has been the 4th most popular occasion in our database of #OnPremise #consumer behavior. According to Ground Signal's depletion benchmarks, sales are strong accounts that are popular for Happy Hour celebrations, both on a total category and per placement basis at roughly 2x and 1.75x the national average respectively. So read on for three quick insights into Happy Hour trends or download our Insight Sheet for a more in-depth look.   1. The #EspressoMartini has seen its popularity increase by over +250% since 2021. In addition to #Espresso, #Smoky, #Raspberry and #Blackberry flavors have seen significant growth in their popularity. 2. While #Patio is the most mentioned environment for happy hour – #Speakeasies have seen the most growth over the last two years with their popularity increasing by +77% 3. #Tequila velocities in #MulticulturalBarandNightlife accounts that are known for Happy Hour are over 2x the national benchmark As always please feel free to visit our resource center to view all of our #AIpowered consumer insights https://lnkd.in/eV6zrA3h

At Ground Signal, our mission is to transform how the #BeverageAlcohol industry uses data to go to market. From high-level strategic choices to optimizing go-to-market plans and tactical execution, we help all 3 tiers of the Beverage-Alcohol industry make better data driven decisions and drive sales. Today, we're thrilled to unveil a new approach to crafting #cocktail strategy. Using the #BloodyMary as a case study, we demonstrate how our unique approach answers critical questions that drive cocktail success such as: Who is the #consumer? What #brands do they prefer? When are they drinking Bloody Mary Cocktails? Which #accounts are most popular for the Bloody Mary? How do relevant #spiritscategories perform in these accounts? How is the Bloody Mary positioned on #menus (top brands, flavors, and spirit variations)? What is the expected sales lift for securing a #menufeature? So dive into the full analysis and join us in raising the bar for beverage alcohol marketing!

Welcome to this week's edition of #TheHandshake. Today, we’re diving into the unique dynamics of #beveragealcohol consumption at Traditional Fine Dining Accounts. Known for their culinary excellence, these venues also emphasize #wineandspirits as essential components of the consumer experience. Notably, #cocktails are mentioned +60% more often at these establishments than in on-premise accounts generally, underscoring their role in the dining ritual. With spirits sales performing well and per-placement velocities often exceeding national averages, Traditional Fine Dining accounts represent a vibrant landscape for On-Premise consumption. So read on for three quick tips on the experiences and trends shaping this segment or download our Insight Sheet for a more in-depth look. 1. The popularity of #EspressoMartinis in Traditional Fine Dining accounts have increased by +72% over the last two years 2. #LiveMusic is the fastest growing environment in Traditional Fine Dining accounts and is now the most popular environment 3. #Vodka velocities in Traditional Fine Dining accounts have increased by +25% and are now 185% higher than the national benchmark

It's no secret that #sports are a key driver for consumers to gather at #OnPremise venues. Ground Signal's On-Premise Consumer Behavior Database reveals that sports rank as the third most popular popular #occasion in the On-Premise, surpassing even #Weddings and #Happy Hour! With College Football in full swing and basketball season on the horizon, we're excited to unveil our insights into the consumption trends at venues best know for viewing #collegiatesports. Read on for three quick tips, download our insight sheet for an in-depth exploration, and as always visit our blog #TheHandshake. for more #AI powered #consumerinsights https://lnkd.in/ecJ9saVG 1. The #Paloma is the fastest growing cocktail in venues where customers go to watch NCAA sporting events 2. While #Tequila is the most popular spirit at NCAA sporting venues, #Vodka has increased in popularity by +11% since 2021 and is now tied with #Whiskey for the second most popular category 3. #Vodka sales velocity at High-Energy Dining accounts where consumers go to watch #NCAA sports have grown by +43% since 2021

As #OND takes center stage, we're excited to delve into one of the pivotal events fueling sales this season - #Halloween. Halloween is the second most popular Holiday for #OnPremise consumption, trailing only New Year's Eve. Additionally, it is the most popular Occasion of any type in the Month of October. So read on for three spooky-good insights into the drivers of On-Premise #consumer behavior and how they have recently evolved or view and download our insight sheet for a more comprehensive look! 1. The popularity of the #RumPunch and the #EspressoMartini during Halloween celebrations have more than doubled since Halloween 2021 2. Consumers were +28% more likely to mention #Tequila last Halloween than they were in 2021. Over that period the velocity of #PremiumTequila sales in top Halloween accounts grew by +16%! 3. With #HighEnergyBarsandNightlife the most popular Key Trade Channel for Halloween celebrations, it is not surprising that #LateNight and #Party are two of the most popular Halloween occasions. However, #HappyHour and #Trivia are two of the fastest growing since 2021 As always for these and more AI powered On-Premise consumer insights visit our blog The Handshake. https://lnkd.in/ecJ9saVG

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We all know that the fourth quarter, or #OND, is a critical for the #beveragealcohol industry. In this Month’s Deep Dive the team at Ground Signal delves into the trends that shaped performance in OND 2023. Using our Ground Signal Depletion Benchmarks, we’ve examined key shifts in sales and velocity across major categories and price tiers. Leveraging our Key Trade Channels we will highlight stand out venue profiles where brands beat the market. Additionally, with Ground Signal's #AIpowered On-Premise consumer behavioral database, we’ve pinpointed top #cocktails, #flavors, #occasions and #environments that drove #depletions.

Whether it is the sound of ocean waves hitting the shore or the view of a lakeside sunset, #waterfront venues provide a unique and lively setting. Customers at these accounts skew upper income by double digits, which is not surprising given the high cost of waterfront real estate, presenting a great opportunity to target consumers with spending power! While slightly smaller in number than other outdoor focused venues (such as those with a #patio or #rooftop), Waterfront Venues still make up a significant portion of the #OnPremise account universe. Sales are strong, which is not surprising as the percentage of these accounts that are hotels are roughly 3.5x higher than the national average. Even after accounting for this channel skew, waterfront venues perform well. Average major spirit category sales volume at waterfront accounts are more than double the market, and average placement velocities increase by over 70%! So read on for three quick tips into the leading trends driving consumption at Waterfront Venues or view our insights sheet for a more comprehensive analysis: 1. #Mocktails and #Palomas are the fastest growing drinks at Waterfront venues – with their popularity increasing by +730% and +536% respectively. 2. #Tequila is the most mentioned spirit at Waterfront venues and #Mezcal is the fastest growing 3. #SuperPremium #Rum velocities at #Hotels and Casinos that are on the water are +83% higher than those that are not. As always you can visit our blog https://lnkd.in/ecJ9saVG for more #AI powered insights in to #BeverageAlcohol consumption!