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Overproof gives alcohol brands access to insights on more than 1 million venues and 2.5 million menus across the U.S., including supplier, brand, product category and cocktail trends. To request a custom report, complete the form.
Tales of the Cocktail Spirited Award Nominees 2023
We extracted valuable insights from the country’s most influential cocktail programs, comprising data from 135 venues, 324 suppliers, and 898 brands. Our analysis focuses on the top 10 regional nominees for Best Hotel Bar, Cocktail Bar, Restaurant Bar, Bar Team, and New Cocktail Bar from the 2023 TOTC Spirited Awards.
Cocktail Winners
Campari America is the leading supplier by mentions in cocktails, accounting for 12% of cocktail mentions and the only supplier in double digits. Bacardi Limited ranks second with a 9.5% share of cocktail mentions, followed by Haus Alpenz with 7.4%, thanks to mentions of Cocchi, the third leading brand by cocktail mentions.
Among brands, Angostura accounts for 4.2%, followed by Campari with 3.0% and Cocchi (Haus Alpenz) with 2.7%. Among base spirits, Grey Goose (Bacardi Limited) leads with 1.5%, followed by Tanqueray (Diageo USA) and Fords Gin (Brown Forman) with 1.2%.
Menu Winners
Beam Suntory is the leading supplier, accounting for 7.9% of all mentions. The supplier is closely followed by Pernod Ricard, which accounts for 7.8% of mentions, and Campari America, accounting for 7.4%.
Among brands, Angostura accounts for 1.9% of mentions, followed by a two-way tie between Chartreuse and Del Maguey (Pernod Ricard) each with 1.4% of mentions. St. George Spirits (1.1%) and Old Forester (1.1%) are the next leading base spirits. Wild Turkey (Campari America) was the top base spirit brand in 2022, but has dropped to #5 among bases and #9 overall.
Venue Winners
Campari America is the leading supplier by venue presence, with the supplier’s brands found in 70.4% of the venues included in the analysis. Bacardi Limited is the second leading supplier by this metric with 60.0%, followed by Beam Suntory with 53.3%.
Pernod Ricard, which was in third last year, dropped to sixth (51.1%) this year.
Among brands, Campari (Campari America) is found in 46.7% of venues. Chartreuse (Frederick Wildman & Sons) is the second leading brand with 40.7% (ranked third in 2022), followed by a two-way tie for third: Angostura (Mizkan America) and Aperol (Campari America), each at 35.6%.
Florida Vodka Report:
Overproof’s Q1 Florida Vodka Report features the leading vodka suppliers and brands in Florida, and their quarter-over-quarter change in market share, comparing menu presence from Q4 2022 with Q1 2023. The report also highlights the leading vodka brand by county, and the top 8 leading brands in 24 key Florida cities including Miami, Miami Beach, Fort Lauderdale, Palm Beach, Pensacola, Jacksonville, Key Largo, Key West, among others.
Top Suppliers
Tito’s Vodka remains the top vodka supplier and brand in the state, owning almost a quarter of the total market share. However, the company experienced a menu presence decline of nearly 6% from Q4 2022 to Q1 2023.
Diageo USA saw the highest QOQ growth among the leading suppliers, with a 3.3% increase in market share. Ketel One and Smirnoff were the key drivers of this growth with an increase of 2.2% and 1.2%, respectively.
Bacardi Limited is the third leading supplier and saw a small increase of +0.1% QOQ. The supplier overtook Pernod Ricard, which was previously in the top 3, but lost nearly 4% market share..
Top Brands
Sazerac Company brand Wheatley experienced the highest QOQ growth of any vodka brand with an increase of 2.4% in market share in Q1.
Bacardi Limited brand Grey Goose took the top spot in Miami Beach, followed by Tito’s and Absolut (Pernod Ricard). In neighboring cities Miami and Hialeah, Tito’s ranks first, outperforming Ketel One by 6.1% and Skyy (Campari America) by 9%, respectively.
In Key Largo, Grey Goose was the top-performing vodka brand, while in Key West, Absolut was ranked first and Grey Goose dropped to fifth.
County Leaders
Only 7 brands are mentioned as leaders in Florida counties. Tito’s Vodka is the leading brand in a majority of Florida counties, including Dade, Broward and Palm Beach.
Effen Vodka leads in 9 counties, including Levy, Marion, Putnam and Flagler. New Amsterdam leads in 8 counties, including Hardee, De Soto, Suwannee and Columbia.
The other brands mentioned as leaders in Florida counties are Belvedere, Deep Eddy, Absolut and Three Olives.
U.S. Margarita Report:
With more than 12% menu share, the margarita is the most popular cocktail in the U.S., leading the martini by more than 2%. Overproof analyzed 4.5 million on-premise menus to identify which suppliers and brands are most frequently mentioned in margarita cocktails, including leaders among tequilas and liqueurs, and the top brands used by state.
Margaritas
Campari America is the leading supplier with almost 15% of all brand mentions in margarita cocktails. Grand Marnier accounts for more than 72% of the supplier’s mentions, while Espolòn makes up 9%.
Proximo Spirits is the second most popular supplier in margaritas with more than 56% of this supplier’s mentions accounted for by Cuervo Tradicional Plata, followed by 1800 Reposado Tequila, which accounts for 11%.
Bacardi Limited is the third most popular supplier in margarita. Patrón Silver Tequila makes up 39% of the supplier’s mentions, followed by St. Germain Elderflower Liqueur with 15%.
Tequilas
Proximo Spirits is the top tequila supplier in margaritas with 21% market share, followed by Bacardi Limited (14%) and Diageo USA (10%).
Cuervo Tradicional is the leading brand with 12% market share, followed by Patrón (8%) and Don Julio (5%).
The leading tequila mentioned in margaritas varies by state. Patrón is most popular in 18 states, followed by Cuervo Tradicional which is most popular in 12 states. In Texas, Casa Noble is the most popular tequila, followed by Corazon and Hornitos. In California, Patrón leads, followed by Cazadores and Cuervo 1800.
Liqueurs
Campari (39%) and Remy Cointreau (37%) dominate the liqueur market with brands Grand Marnier and Cointreau. Sazerac Company ranks third with 4.6%
Cointreau is the most popular brand with 37.8% market share, just edging out Grand Marnier which takes 36.0% market share.
Patrón Citronge is the third leading liqueur used in margaritas with 4.4% market share. The leading tequila brands paired with Cointreau in margaritas are Patrón Silver, Cazadores Reposado and Don Julio Blanco. The leading tequila brands paired with Grand Marnier in margaritas are Patrón Silver, 1800 Reposado and El Mayor Reposado.
Key Market Report:
Overproof’s key market report details the top-performing suppliers and brands in 10 major U.S. cocktail markets. This report includes a wide variety of account segments, 2,000 bars and restaurants with 6,613 menus, and offers insight, including what suppliers, brands, categories and cocktails lead by venue placements, total mentions and unique products.
Top Suppliers
Diageo USA leads by venue placements (1,592), total mentions (14,914) and unique products (196), with placements in 79.6% of the 2,000 venues included and 14.2% share of the 6,613 menus analyzed. Diageo USA’s position is driven by Don Julio, Bulleit, Ketel One, Casamigos and Johnnie Walker, which all make the top 20 by total mentions.
Bacardi Limited follows with 1,542 venue placements (77.1% of venues) and 10,315 total mentions (9.8% menu share). Pernod Ricard USA is the third leading supplier in both categories, with 1,525 venue placements (76.3%) and 9,239 mentions (8.8% menu share).
Top Brands
Tito’s (Tito’s Vodka) is the top brand by venue placements (944, 47.2% of 2,000 venues analyzed), and total mentions (2,968, 2.8% menu share), and accounts for 21.8% of all vodka mentions.
Don Julio (Diageo USA) is the second leading brand by venue placements (699), and total mentions (2,419, 2.31% menu share).
Maker’s Mark (Beam Suntory) takes third by venue placements (691), while Bacardi (Bacardi Limited) takes third by total mentions (2,196, 2.1% menu share).
Top Categories
Tequila is the most popular category with 17,980 total mentions accounting for 17% of mentions. Don Julio (Diageo USA) is the leading tequila brand in the category with 2,419 mentions,
followed by Patrón (Bacardi Limited, 1,708 mentions) and Casamigos (Diageo USA, 1,281). With 2 brands in the top 3, Diageo USA accounts for 20% of tequila mentions.
Vodka is the second most popular category with 13,601 total mentions. The vodka category is led by Tito’s (Tito’s Vodka) with 2,968 mentions, accounting for 21.8% of vodka mentions. Absolut (Pernod Ricard) is the second leading brand by mentions with 1,579, followed by Ketel One (Diageo USA).
California Agave Report:
Released Oct. 2022, this report details which agave suppliers and brands are winning the menu in California. It includes a trend report comparing supplier and brand presence on menus from Q4 2021 to Q3 2022. Top suppliers and brands in the key markets of Los Angeles, San Diego and San Francisco, and a celebrity brand report.
Tequila Trends
Diageo USA brands Don Julio and Casamigos commanded the tequila market at the start of the year but both lost venue placements over the next two quarters.
Bacardi Limited successfully grew both its tequila brands, pushing Patrón over Casamigos to number 2 by venue placements, and adding 6 venues for Cazadores.
Of all suppliers, Brown Forman showed the most traction, gaining 15 venues since January. Beam Suntory saw the largest loss with mentions on 13 less menus.
Mezcal Trends
Mezcal lost 1 percent of category menu share. While Pernod Ricard brand Del Maguey maintained its lead by venue placements, unique products and percentage of mentions, it lost ground in all three categories, including 15 venues.
Other top brands by venue placements saw losses, including Mezcal Vago (Samson & Surrey), which lost 12 venues, El Silencio (El Silencio Holdings), which lost 11 and El Jolgorio (Back Bar Project), which lost 10. Bacardi Limited brand Ilegal held steady with 54 venue placements to maintain its number 3 position.
Top Categories
Overproof identified 11 suppliers and 13 celebrity-owned brands on the menus included in this analysis.
Among them, Casamigos (Diageo USA, George Clooney, Rande Gerber) has an overwhelming majority of venue placements and total mentions over runner-up Casa Noble (Constellation Brands, Carlos Santana).
Teremana (Mast-Jagermeister US, Dwayne ‘The Rock’ Johnson) ranks 3rd by venue placements, beating Cincoro (Cinco Spirits Group, Michael Jordan, Jeanie Buss) by 9 venues.
Spirited Award Winners:
Overproof analyzed the cocktail menus of U.S.-based bars, restaurants and hotels nominated for the Tales of the Cocktail Spirited Awards in 2022 and identified the brands, cocktails, and product categories that comprise these influential beverage programs, plus regional leaders and trends.
Top Suppliers
With a portfolio heavy in aperitifs and liqueurs, Campari America makes its presence known on cocktail menus, leading by venue mentions, total product mentions and cocktail mentions.
Ranked second and third by number of venue mentions and product mentions is Bacardi Limited and Pernod Ricard, respectively.
By number of cocktail mentions, Mizkan America, supplier for Angostura, ranks second and Bacardi Limited ranks third.
Top Brands
Campari is the leading brand by venue mentions, followed by Angostura and Chartreuse. Angostura has almost 100 more product mentions and is mentioned twice as much as Campari in cocktails, which ranks second for both. Chartreuse ranks third in both categories.
For base spirits, Wild Turkey leads by total mentions and cocktail mentions, followed by Del Maguey and Plantation.
By unique products, Wild Turkey leads with 13 unique products, followed by Giffard and St George.
Categories
Bacardi Limited leads by mentions on the menus of the Spirited Awards nominees for best new cocktail bars. While Angostura and Campari are the most mentioned brands, the Bacardi Limited portfolio has 5 brands in the top 10: Bacardi, Grey Goose, Benedictine, Bombay and Cazadores.
In the best U.S. Hotel Bar category, Diageo USA leads followed by Bacardi Limited. For top brands, Casamigos takes the top spot, and although Campari and Angostura take number 2 and 3, the top performers include more base spirit brands than seen in other categories.
Check Out Our Data Reports:
According to the Menu Analysis Report of the 2022 Spirited Awards made by the company Overproof, rum is the second most popular product category based on the number of products mentioned (Bourbon is in first place), third in the total number of mentions, and fourth in venues with a mention.
Top Suppliers
Campari America is the leading supplier with almost 15% of all brand mentions in margarita cocktails. Grand Marnier accounts for more than 72% of the supplier’s mentions, while Espolòn makes up 9%.
Proximo Spirits is the second most popular supplier in margaritas with more than 56% of this supplier’s mentions accounted for by Cuervo Tradicional Plata, followed by 1800 Reposado Tequila, which accounts for
11%.
Bacardi Limited is the third most popular supplier in margarita. Patrón Silver Tequila makes up 39% of the supplier’s mentions, followed by St. Germain Elderflower Liqueur with 15%.
Tequila Leaders
Proximo Spirits is the top tequila supplier in margaritas with 21% market share, followed by Bacardi Limited (14%) and Diageo USA (10%).
Cuervo Tradicional is the leading brand with 12% market share, followed by Patrón (8%) and Don Julio (5%).
The leading tequila mentioned in margaritas varies by state. Patrón is most popular in 18 states, followed by Cuervo Tradicional which is most popular in 12 states. In Texas, Casa Noble is the most popular tequila, followed by Corazon and Hornitos. In California, Patrón leads, followed by Cazadores and Cuervo 1800.
Liqueur Leaders
Campari (39%) and Remy Cointreau (37%) dominate the liqueur market with brands Grand Marnier and Cointreau. Sazerac Company ranks third with 4.6%
Cointreau is the most popular brand with 37.8% market share, just edging out Grand Marnier which takes 36.0% market share.
Patrón Citronge is the third leading liqueur used in margaritas with 4.4% market share. The leading tequila brands paired with Cointreau in margaritas are Patrón Silver, Cazadores Reposado and Don Julio Blanco. The leading tequila brands paired with Grand Marnier in margaritas are Patrón Silver, 1800 Reposado and El Mayor Reposado.
U.S. Margarita Report:
With more than 12% menu share, the margarita is the most popular cocktail in the U.S., leading the martini by more than 2%. Overproof analyzed 4.5 million on-premise menus to identify which suppliers and brands are most frequently mentioned in margarita cocktails, including leaders among tequilas and liqueurs, and the top brands used by state.
Margarita Leaders
Campari America is the leading supplier with almost 15% of all brand mentions in margarita cocktails. Grand Marnier accounts for more than 72% of the supplier’s mentions, while Espolòn makes up 9%.
Proximo Spirits is the second most popular supplier in margaritas with more than 56% of this supplier’s mentions accounted for by Cuervo Tradicional Plata, followed by 1800 Reposado Tequila, which accounts for 11%.
Bacardi Limited is the third most popular supplier in margarita. Patrón Silver Tequila makes up 39% of the supplier’s mentions, followed by St. Germain Elderflower Liqueur with 15%.
Tequila Leaders
Proximo Spirits is the top tequila supplier in margaritas with 21% market share, followed by Bacardi Limited (14%) and Diageo USA (10%).
Cuervo Tradicional is the leading brand with 12% market share, followed by Patrón (8%) and Don Julio (5%).
The leading tequila mentioned in margaritas varies by state. Patrón is most popular in 18 states, followed by Cuervo Tradicional which is most popular in 12 states. In Texas, Casa Noble is the most popular tequila, followed by Corazon and Hornitos. In California, Patrón leads, followed by Cazadores and Cuervo 1800.
Liqueur Leaders
Campari (39%) and Remy Cointreau (37%) dominate the liqueur market with brands Grand Marnier and Cointreau. Sazerac Company ranks third with 4.6%
Cointreau is the most popular brand with 37.8% market share, just edging out Grand Marnier which takes 36.0% market share.
Patrón Citronge is the third leading liqueur used in margaritas with 4.4% market share. The leading tequila brands paired with Cointreau in margaritas are Patrón Silver, Cazadores Reposado and Don Julio Blanco. The leading tequila brands paired with Grand Marnier in margaritas are Patrón Silver, 1800 Reposado and El Mayor Reposado.
Key Market Report:
Overproof’s key market report details the top-performing suppliers and brands in 10 major U.S. cocktail markets. This report includes a wide variety of account segments, 2,000 bars and restaurants with 6,613 menus, and offers insight, including what suppliers, brands, categories and cocktails lead by venue placements, total mentions and unique products.
Top Suppliers
Diageo USA leads by venue placements (1,592), total mentions (14,914) and unique products (196), with placements in 79.6% of the 2,000 venues included and 14.2% share of the 6,613 menus analyzed. Diageo USA’s position is driven by Don Julio, Bulleit, Ketel One, Casamigos and Johnnie Walker, which all make the top 20 by total mentions.
Bacardi Limited follows with 1,542 venue placements (77.1% of venues) and 10,315 total mentions (9.8% menu share). Pernod Ricard USA is the third leading supplier in both categories, with 1,525 venue placements (76.3%) and 9,239 mentions (8.8% menu share).
Top Brands
Tito’s (Tito’s Vodka) is the top brand by venue placements (944, 47.2% of 2,000 venues analyzed), and total mentions (2,968, 2.8% menu share), and accounts for 21.8% of all vodka mentions.
Don Julio (Diageo USA) is the second leading brand by venue placements (699), and total mentions (2,419, 2.31% menu share).
Maker’s Mark (Beam Suntory) takes third by venue placements (691), while Bacardi (Bacardi Limited) takes third by total mentions (2,196, 2.1% menu share).
Top Categories
Tequila is the most popular category with 17,980 total mentions accounting for 17% of mentions. Don Julio (Diageo USA) is the leading tequila brand in the category with 2,419 mentions,
followed by Patrón (Bacardi Limited, 1,708 mentions) and Casamigos (Diageo USA, 1,281). With 2 brands in the top 3, Diageo USA accounts for 20% of tequila mentions.
Vodka is the second most popular category with 13,601 total mentions. The vodka category is led by Tito’s (Tito’s Vodka) with 2,968 mentions, accounting for 21.8% of vodka mentions. Absolut (Pernod Ricard) is the second leading brand by mentions with 1,579, followed by Ketel One (Diageo USA).
California Agave Report:
Released Oct. 2022, this report details which agave suppliers and brands are winning the menu in California. It includes a trend report comparing supplier and brand presence on menus from Q4 2021 to Q3 2022. Top suppliers and brands in the key markets of Los Angeles, San Diego and San Francisco, and a celebrity brand report.
Tequila Trends
Diageo USA brands Don Julio and Casamigos commanded the tequila market at the start of the year but both lost venue placements over the next two quarters.
Bacardi Limited successfully grew both its tequila brands, pushing Patrón over Casamigos to number 2 by venue placements, and adding 6 venues for Cazadores.
Of all suppliers, Brown Forman showed the most traction, gaining 15 venues since January. Beam Suntory saw the largest loss with mentions on 13 less menus.
Mezcal Trends
Mezcal lost 1 percent of category menu share. While Pernod Ricard brand Del Maguey maintained its lead by venue placements, unique products and percentage of mentions, it lost ground in all three categories, including 15 venues.
Other top brands by venue placements saw losses, including Mezcal Vago (Samson & Surrey), which lost 12 venues, El Silencio (El Silencio Holdings), which lost 11 and El Jolgorio (Back Bar Project), which lost 10. Bacardi Limited brand Ilegal held steady with 54 venue placements to maintain its number 3 position.
Top Categories
Overproof identified 11 suppliers and 13 celebrity-owned brands on the menus included in this analysis.
Among them, Casamigos (Diageo USA, George Clooney, Rande Gerber) has an overwhelming majority of venue placements and total mentions over runner-up Casa Noble (Constellation Brands, Carlos Santana).
Teremana (Mast-Jagermeister US, Dwayne ‘The Rock’ Johnson) ranks 3rd by venue placements, beating Cincoro (Cinco Spirits Group, Michael Jordan, Jeanie Buss) by 9 venues.
Spirited Award Winners:
Overproof analyzed the cocktail menus of U.S.-based bars, restaurants and hotels nominated for the Tales of the Cocktail Spirited Awards in 2022 and identified the brands, cocktails, and product categories that comprise these influential beverage programs, plus regional leaders and trends.
Top Suppliers
With a portfolio heavy in aperitifs and liqueurs, Campari America makes its presence known on cocktail menus, leading by venue mentions, total product mentions and cocktail mentions.
Ranked second and third by number of venue mentions and product mentions is Bacardi Limited and Pernod Ricard, respectively.
By number of cocktail mentions, Mizkan America, supplier for Angostura, ranks second and Bacardi Limited ranks third.
Top Brands
Campari is the leading brand by venue mentions, followed by Angostura and Chartreuse. Angostura has almost 100 more product mentions and is mentioned twice as much as Campari in cocktails, which ranks second for both. Chartreuse ranks third in both categories.
For base spirits, Wild Turkey leads by total mentions and cocktail mentions, followed by Del Maguey and Plantation.
By unique products, Wild Turkey leads with 13 unique products, followed by Giffard and St George.
Award Categories
Bacardi Limited leads by mentions on the menus of the Spirited Awards nominees for best new cocktail bars. While Angostura and Campari are the most mentioned brands, the Bacardi Limited portfolio has 5 brands in the top 10: Bacardi, Grey Goose, Benedictine, Bombay and Cazadores.
In the best U.S. Hotel Bar category, Diageo USA leads followed by Bacardi Limited. For top brands, Casamigos takes the top spot, and although Campari and Angostura take number 2 and 3, the top performers include more base spirit brands than seen in other categories.
