Influencing Brand Decisions On-Premise

BEER BUSINESS DAILYOne of the things that is really hurting beer demand on-premise, in my view, is the wine and spirits companies putting significant resources behind incenting and influencing bartenders and waitstaff, who are themselves powerful influencers of consumer beverage choice.My colleague Megan Haverkorn, who edits our evil sister publication, Wine & Spirits Daily (WineSpiritsDaily.com), sat down recently with Kevin Moran, the president of MSS Multi-Sponsored Studies, who has worked with several wine and spirits companies on influencing the influencers: