Don’t take ON-Premise Strategy OFF your radar

Everyone wants to see big numbers when it comes to sales volume.

Because of that, it’s common for emerging brands to prioritize an off-premise strategy, where 10+ case drops are not uncommon, particularly in chain stores. But it’s important to remember that on and off-premise are meant to work and grow together. Although volume may come from liquor stores, most consumer trial occurs at bars and restaurants. Without that trial, those 10 cases may be sitting on the shelf collecting dust—and buyer resentment—for quite some time.

Cocktails are Key

Total spirits consumption for on-premise has seen a steady increase, rising from 13.1% in 2020 to a healthy 19.5% by 2024, and although beer and wine have been struggling, that has not been the case for cocktails. Approximately 1 in 3 Americans identify themselves as cocktail drinkers (the percentage is even higher for Millennial and Gen-Z respondents), and two-thirds of drinkers consult a cocktail menu before they order. There has never been a better time to develop a smart cocktail strategy for your portfolio to win those bar and restaurant trial occasions.

Additional Considerations

• Popularity: Margaritas top the list for most requested cocktail on-premise, with Old Fashioneds also performing favorably
• Pricing: Negronis and Manhattans are currently demanding some of the highest prices on menus, allowing for very favorable profit margins, and the Caipirinha is driving the highest total check value.

The Bartender Boost

A key component of any on-premise strategy is the importance of bartender buy-in. These gatekeepers of taste play a very active role in consumer purchasing decisions at the bar. A whopping 72% of bar guests consult a bartender when unsure of what to order, and 79% of bartenders report being asked for drink recommendations on every shift. This presents a massive opportunity to build brand loyalty and education within the bartender community.

How we can help

At Thoroughbred, we take a holistic approach to the on-premise, offering multiple programs tailored to the needs of emerging and craft spirits brands.

Sales Recruiting: The first step is getting feet on the street. A good sales representative can strategically place your brand in the right accounts for success. Our thorough recruiting process provides you with vetted, qualified candidates in your selected markets, taking the legwork off your plate while keeping you informed and involved in every step of the process until you find a great hire.

Trade Brand Ambassadors: This bespoke program is tailored to your brand's needs, focusing on finding the right on-premise representation in your key markets. Representatives are typically part-time bartenders who concentrate on the most impactful aspects of on-premise support – education. They train bar and server staff to ensure that a bartender becomes passionate and make recommendations for your brand. They collaborate with buyers to develop cocktail menus and features highlighting the spirit and suit the account. They also create programming to bring your brand to life at bars and restaurants in a way that resonates with each account.

Packaging and Design: Our design experts, with decades of industry experience, provide guidance on selecting bottles, labels, and packaging with bars and restaurants in mind. Do the colors stand out on the back bar (in a good way)? Is it easy to differentiate between a 2-year-old product and a 10-year-old product in dim mood lighting? Is the bottle easy to pour and inventory? These are just a few considerations throughout our design process.

On-premise Toolkit: As a brand grows, it becomes increasingly challenging to maintain a consistent look and feel, ensuring that you are marketed as intended. Our design team can create templates for various field needs, such as menu card inserts, table tents, social media assets, and event announcements, with locked colors and fonts, accessible and editable to whomever you wish.

Activation Strategy Plans: Our consultants can collaborate with you to bring your brand to life at bars and restaurants, creating meaningful experiences with proven results for various brand budgets. You provide the product and the basic branding, and we can develop a playbook that is easy to execute and memorable, ensuring that all the components of your marketing strategy work together for maximum impact.

Get in touch, let's talk about your objectives and see if a tailored program could help you.

Sources: Liquor Handbook 2024, On Trend in the On Premise: What’s Stirring America’s Cocktail Culture (CGA by NIQ June 2025), 2025 Global Bartender Report (CGA by NIQ)