Spirits and wine sales data for restaurants and bars
Spirits and wine sales data for the on-trade shows which bars and restaurants name your brand on their cocktail menu or wine list, which name a rival, and which premium venues fit your next serve; Dashmote has read 5M+ menus in 60+ countries. Your reps walk in knowing where they can win, and where you are not winning today.
The trusted intelligence layer for teams selling to Hospitality & Retail
What data do spirits brands use to grow on-premise distribution?
Spirits teams have long worked from two sources: their own shipments and depletions, and market measurement that reports share by category and region. Both tell you how much you sold. Neither tells a rep which bar on the next street lists your rival's gin in its signature cocktail.
That third source is outlet-level listing data: for each bar, restaurant and hotel, which spirit and wine brands it names to its guests, what kind of venue it is, its price level and who runs it. It turns a share number into a visit list. The on-premise brand tracking page shows how brands are seen per outlet.
Cocktail menus: where spirits brands are named
A cocktail menu is the most public place a bar commits to a spirit. When a menu names the gin in the house martini or the rum in the signature serve, that is a call brand, and usually a supplier relationship behind it.
- Your brand named. Current or likely accounts: check the serve and the price.
- A rival named, not you. A displacement pitch, with the menu to show for it.
- Category, no brand. "House vodka" or "gin and tonic" with no name: an open door for a named serve.
- No cocktail list. A different job: a beer-led or food-led venue may still list a spirit by the glass.
Branded bar material such as glassware, bar runners and signage shows up in date-stamped public photos too; see POS material detection. The back bar itself is often out of shot, so photo reads show what is visible, never a full inventory.
Premium venues: the rooms that fit a premium serve
A premium spirit wins in a small number of rooms that set the tone for the rest: cocktail bars, hotel bars and upper-price restaurants with a serious drinks list. Finding them by hand means reading hundreds of menus.
Describe the venue you want in plain words, for example "independent cocktail bars with a premium spirits list and a late licence", and each outlet in the territory gets a fit score from 0 to 100: the cocktail list, the price level, the brands already named, the reviews. Group-run venues go to the key account manager; independents go on a rep's list.
Wine lists: who lists your wine, and who lists a rival
Wine works the same way at a finer grain. A restaurant's wine list names producers, regions and grapes, by the glass and by the bottle. If a list names your wine, you are in; if it names a rival of the same region at the same price, you have a like-for-like pitch; if a restaurant with a long list has nothing from your region, you have a gap to test.
Count the outlets in a defined set that list a wine or a style and you have its menu penetration, a figure your team can track over time. The menu data page sets out what is read from each menu.
Spirits and wine on-trade data: the facts
Spirits data in your CRM or field-sales app
Dashmote works alongside your CRM or field-sales app by file or API; a light mobile workspace for reps (visit lists) is available as an optional add-on. Spirits and wine teams run their accounts in tools such as Salesforce Consumer Goods Cloud, Repsly or Pepperi; the outlet list, the brands named per outlet and the fit score reach that tool as a file (CSV) or through the API, and CRM matching marks the bars you already supply. The planner assigns territories and plans the week's visits from behind a laptop; the rep spends the time at the bar, with people.
Frequently asked questions
What data do spirits brands use to grow on-premise distribution?
Spirits brands combine three sources: their own shipment and depletion data, market measurement of category share, and outlet-level listing data that shows which bars and restaurants name their brand or a rival's. The third is the one that tells a rep which venue to visit next.
Which bars list my spirit, and which list a competitor's?
Bars that name your spirit or a rival's on their cocktail menu or drinks list can be filtered outlet by outlet, with the source and date of each sighting, so you can list the venues that name a competitor and not you.
Can you see what is on the back bar?
Partly: branded material such as glassware, bar runners and signage is read from date-stamped public photos, but the back bar is often out of shot. Treat photo reads as what is visible and the menu as the main signal.
How do I find premium cocktail bars for a launch?
Describe the venue in plain words, such as independent cocktail bars with a premium spirits list, and each outlet gets a fit score from 0 to 100. Sort by score and split group-run venues off to key accounts.
Does this cover wine lists?
Yes, where the menu names the wine: wine lists are read like any other menu, so you can see which restaurants list your producer, a rival from the same region, or nothing from your region.
Is this the same as on-premise sales measurement?
No: this is listing and presence data per outlet, not sales volumes or share. It sits next to sales measurement and answers a different question, which venue to visit next and what to say there.
Can I get the outlet lists into our CRM?
Yes, by file or API: lists export as CSV or through the API into the CRM or field-sales app you already use, and CRM matching marks your current accounts.
Related reading
For sales leaders: the business case
Spirits and wine budgets go into a small number of influential rooms; the question is whether they are the right rooms.
- Share turned into doors. See which venues list you, which list a rival and which list neither, by territory, next to the share data you already buy.
- Premium rooms found, not guessed. A fit score puts the cocktail and hotel bars that suit a premium serve at the top of the list.
- Start tomorrow. Off the shelf, no implementation project; plans per territory are on pricing.