Benchmarks built from 13,055 consumer exit interviews across 1,559 event days and $468K in bourbon and whiskey sampling spend. The ROI data spirits brands and agencies need to justify bourbon and whiskey tasting programs at festivals, retail environments, and on-premise activations.
Decision-enabling benchmarks for bourbon and whiskey experiential programs — brand planning, trade presentations, and retail programming.
A selection of findings from this report. The full data set, segmentations, and methodology are available in the purchased tiers.
From 12,946 consumer exit interviews at bourbon and whiskey tasting events. Nearly 6 in 10 leave ready to actively sell for your brand. That's the NPS-equivalent benchmark your agency deck has been missing.
Benchmark bourbon and whiskey tasting costs against $468K in real spend data before approving festival activations, retail tasting programs, and on-premise sampling campaigns.
Win spirits pitches with third-party ROI benchmarks — cost-per-interaction, trial-to-purchase lift, and brand recall data that internal case studies can't match for distributor presentations.
Present category-specific ROI data to retail accounts and on-premise venues — with benchmarks from 1,559 measured event days that make the case for bourbon shelf placement and program investment.
Set tasting program ROI expectations and optimize pour costs with real consumer engagement data from spirits activations — before committing to new brand partnerships.
Start free. Upgrade when you're ready to put the numbers in a pitch deck.
Sample findings · no credit card
A curated selection of findings from the Bourbon & Whiskey report sent directly to your inbox. Enough to evaluate fit before you purchase.
One-time purchase · instant access
Detailed findings, benchmarks, and speaking points for bourbon and whiskey tasting programs. Built for spirits brand teams, distributors, and agency new business.
Core findings segmented across bourbon and whiskey substyles, event types, and consumer demographics.
PURCHASE — $695100% of your purchase applies as credit toward any upgrade or future report.
One-time purchase · instant access
Complete data set with cross-spirits and cross-format segmentations. For consultants, brand agencies, and distributors who need the full picture on bourbon and whiskey ROI.
50+ segmented benchmark tables across bourbon substyles, event types, age groups, and retail vs. on-premise environments.
100% of your purchase applies as credit toward any upgrade or future report.
Not sure which tier is right for your use case? Our analysts can walk you through exactly how to apply bourbon and whiskey benchmarks to your spirits programs.
We'll email a curated selection of findings from the Bourbon & Whiskey report — enough to know whether the data fits your pitch before you commit.