Consumer Insights: The On-Prem Spirits Drinker

Dear Client: At the recent Bar Convent Brooklyn conference, Drew Hummel, director of bev al vertical at NielsenIQ, took a magnifying glass to the on-premise spirits consumer to see where opportunities and challenges lie for this particular type of drinker.  "Spirits is by far the largest beverage alcohol category, accounting for more dollars than beer and wine combined, actually," noted Drew. "But there's definitely still headroom for growth when we talk about consumer penetration." SETTING THE SCENE. Over half of