The New Spirits Consumer: Understanding What Drives Purchase Decisions

Mar 13, 2026 | , | Park Street University | 0 comments

The spirits consumer of 2026 is a moving target. They are more discerning, less predictable, and influenced by a complex web of factors that go far beyond traditional demographics and advertising. As on-premises visitation patterns polarize between declining routine occasions and surging high-tempo celebrations, brands face a fundamental challenge: how can they capture attention, build credibility, and drive trial in a market where consumer loyalty is fluid and competition for mindshare has never been fiercer? These Bar Convent Berlin sessions reveal the strategic imperatives for reaching today’s spirits drinker.

 

Who is the New Spirits Consumer? And How Can Your Brand Target Them


Insights on the new spirits consumer from Charlie Mitchell (CGA by NIQ) at Bar Convent Berlin reveal a polarizing on-premise market. While total visits have dipped by 3.4%, “high-tempo” celebrations are seeing a 5% surge in value. The most critical takeaway for brands? Recruit the Recruiter. Research shows that 4 out of 5 guests will change their drink order based on a bartender’s recommendation, and the average bartender influences 11,000 decisions a year.

 

Distinctiveness over Differentiation: Why Your Spirit Brand Must Stand Out

At Bar Convent Berlin, Joy Hallman, Chief Growth Officer at Stranger & Stranger, shares the design philosophy behind some of the world’s most iconic spirits. Joy explains why you should choose distinctiveness over differentiation and why every brand needs a “kernel of truth”—whether it’s the jungle origins of Don Papa or the historic bergamot recipe behind Italicus. From custom glass molds to cohesive storytelling, learn why you should never leave your brand’s success to chance.

 

10 Key Drivers of Premium Drinks Growth

As Bar Convent Berlin, Imme Ermgassen, Co-founder of Botivo, shared her 10-point summary for premium drinks growth. From securing placements in 38 Michelin-star restaurants to defining the “Yellow Hour” as a cultural ritual, Imme explained why credibility must come before awareness. We dive into her “Sticky Brand” philosophy, the importance of the “10-meter rule” for packaging, and why brands should promise pleasure instead of just “moderation.”

 

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