The Liqueur Sampling: Experiential Marketing Benchmarks report outlines experiential marketing activations where liqueur brands were sampled at on- and off-premise activations. Liqueur is a popular alcoholic beverage that is obtained by distillation from wine or other fermented fruit that has first been brewed. As overall sales for spirits continues to grow in the alcoholic beverage industry, so are the number of liqueur enthusiasts.
The data used to develop these benchmarks come from a total of 96,907 samples that were distributed across 2,121 liqueur sampling event days. The publisher defines these event venue groupings as either off-premise or on-premise activations. An off-premise activation is any retail location where alcohol is sold for consumption at home. This could include large and small events that do not otherwise have an account designation. On-premise activations consist of accounts where alcohol is sold for consumption onsite, such as a bar or restaurant.
The experiential marketing benchmarks outlined within the Liqueur report include consumer reach, impact, and return-on-investment. Data for the analysis in this report were collected via field staff recap reports. The field staff event recap data from these activations were then combined with 12,084 consumer exit interviews, collected onsite, and formed the basis for this analysis.
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Methodology
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