76% of bartenders recommend specific drinks to clubgoers during their shift with a response from 64%, according to the professionals interviewed.
This is what emerges from the "Bartender Report" survey by Cga by NielsenIq, on the occasion of World Bartender Day on 24 February.
The analysis shows that bartenders' suggestions are a decisive factor for 29% of consumers in Italy, compared to Germany (25%) and France (26%).
The value - the researchers underline - is close to the advice of friends which stands at 30%.
The market study also highlights the promotional value of bartenders, for the growth of new brands and different mixes of flavours.
The barman also represents - adds the survey - a guide for consumers in choosing new or premium drinks, in a market of traditional cocktails such as the Italian one in which - according to Opus research - "the Aperol Spritz, the Mojito and Campari Spritz reign supreme while lemon, lime and strawberry are the three favorite flavors among Italians."
"Involving staff - states Daniela Cardaciotto, On Premise Sales Leader Italy of Cga by Niq - is essential to influencing customer choices, improving the reputation of the brand and increasing sales. The Bartender Report provides an analysis to identify the inclinations of the mixology industry, understanding customer preferences and predicting future trends. It is an important tool for understanding the dynamics between bartenders and suppliers, helping to refine collaboration and achieve better results."
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