At bars and restaurants, Tito’ s is by far the top vodka call

Pacifico brand, either straight or in mixed drinks, cocktails or shots,

4.5 % Other according to the 2025 Cheers BARometer study. The survey of the Cheers audience, conducted in December 2025, found that Bacardi is the rum most often called for and Patron the leading tequila call brand.

When it comes to whiskey, Jameson was the overall top imported call brand for the bars and restaurants surveyed, while Crown Royal was the runaway leader in Canadian

4.5 % whisky. For American whiskey / bourbon, the results were a

60 %

50 % 40 % 30 % 20 % 10 % 0 %

WHICH BEVERAGE ALCOHOL CATEGORIES DO YOU OFFER AS FLIGHTS?

WHAT TYPICALLY DRIVES A GUEST’ S DRINK-ORDER DECISION?

90 % 80 % 70 % 60 % 50 % 40 % 30 % 20 % 10 % 0 %

25.9 % 11.1 %

18.5 %

3.7 %

55.6 %

81.5 %

Recommendations from the server / bartender

40.7 %

A specific drink listed on the menu

29.6 %

Special promotions

22.2 %

Point-of-sale materials

Corona Light bit more spread out, with Jack Daniel’ s in the lead followed by Maker’ s Mark and Bulleit tied for second place.

Gin calls were also more varied, with Hendrick’ s in the top spot, Bombay Sapphire second and Beefeater third. Grand Marnier was the number-one cordial / liqueur call brand, followed by Baileys Irish Cream and then Disaronno Originale amaretto liqueur. Hennessey was the top call for brandy / Cognac.

9.1 Given % the tariff situation, inflation and general economic uncertainty, many on-premise operators raised prices on

some beverage alcohol categories within the last 12 months.

Corona Extra

Nearly two-thirds( 62.6 %) said they raised prices on imported 18.2 %

40.9 % whisky, and almost half( 46.9 %) hiked priced on imported

beer. Just over 43 % increased prices on tequila / mezcal, 38 %

Stella raised Artois the price of imported beers and 31 % charged more for both 13.6 % rosé wine and light beers.

Modelo Especial 9.1 %

WHAT DO YOU CONSIDER TO BE THE KEY DRIVER BEHIND YOUR CUSTOMERS’ WINE SELECTION?

Recommendations Other from servers 4.2 %

4.2 % Availability by glass

Description on the menu

8.3 %

4.2 %

35 % 30 % 25 % 20 % 15 % 10 % 5 % 0 %

Guinness Stout

Brand recognition

29.2 %

25.0 %

Price / value 50 %

WHAT IS YOUR BEST-SELLING IMPORT BEER?

Corona Light 4.5 %

WHICH OF THE FOLLOWING ALTERNATIVE WINE FORMATS DO YOU OFFER?

33.3 %

Recommendations 33.3 % Other 33.3 % from servers 4.2 %

4.2 % Availability by glass

8.3 %

Description on the menu

4.2 % 12.5 %

Pacifico 4.5 % Other

9.1 %

Guinness Stout 18.2 %

Stella Artois 13.6 %

Brand recognition

29.2 %

Corona Extra 40.9 %

Modelo Especial 9.1 %

Price / value 50 %

Half-bottles Splits Cans Boxed wine We don’ t offer any

4 2026 NEW PRODUCTS GUIDE