This year has seen unprecedented innovation in how the beverage alcohol industry collects, normalizes and analyzes data. For the first time ever, suppliers have gained access to AI-driven market intelligence through Overproof Insights. Overproof constantly monitors 2.5 million menus nationwide to see when and how suppliers launch and maintain sales and marketing programs, identify seasonal changes, areas of opportunity, trends and more. This key market report includes a wide variety of account segments and offers insight into New York City alcohol market data, including what suppliers, brands, categories and cocktails lead by venue placements, total mentions and unique products.
What’s Included in the New York City Alcohol Market Data Report
- 200 Venues
- 775 Menus
- 689 Brands
- 10,978 Total Mentions
Understanding the New York City Alcohol Market Data Breakdown
The dataset is distinguished by:
- Venue placements – total venues that mention the supplier, brand or product category.
- Total mentions – amount of times across menus.
- Unique products – total unique products mentioned.
- Menu share – a supplier’s share of all mentions.
New York City Alcohol Market Data: Key Takeaways
Diageo USA leads with 186 venue placements, 1,862 mentions (14.7% menu share) and 114 unique products. Pernod Ricard USA takes second in all three categories, followed by Campari America in venue placements and Beam Suntory in total mentions and unique products.
Maker’s Mark (Beam Suntory) has the most venue placements (105) making New York City the only market where it leads. It is followed by Johnnie Walker (Diageo USA, 101), while Campari (Campari America) and Jameson (Pernod Ricard USA) tie for third (99). Don Julio (Diageo USA) has the most mentions (242), followed by Johnnie Walker (225) and Campari (202).
Tequila, Scotch whisky and bourbon are the most popular categories, with Don Julio holding a commanding lead in the tequila category over Casamigos (Diageo USA). Margaritas, Martinis and Old Fashioneds are the most popular cocktail families in New York City.
Methodology Behind the Report
Overproof’s leading menu analysis technology uses artificial intelligence and machine learning to read and extract insights from beverage menus at scale. Our proprietary algorithms scan digital and physical menus to understand their composition and capture cocktails, branded beers, wines, spirits and non-alcoholic beverages, product categories and subcategories, price point, promotional indicators, sponsorship indicators, cocktail styles and cocktail families. In a matter of seconds, Overproof identifies the brands, products, suppliers, distributors and recipes on each menu.
Overproof’s menu database includes more than 1 million venues with coverage across the U.S. This report includes 200 venues in 10 markets. Some markets will include surrounding areas. A complete list of counties and venues included can be found at the end of the report.
Venues were filtered to include only those which have branded products listed on the menu. Major chain groups were not included. From the list of qualified venues in each market, the 200 with the most branded products listed were chosen. The majority of venues will have more than one menu (happy hour, dinner, etc.), and all menus for a particular venue are considered in the dataset.