idrinkwell Business Traveler Survey Press Release

 

FOR IMMEDIATE RELEASE

U.S.BUSINESS TRAVELERS WILLINGLY PAY MORE FOR QUALITY COCKTAILS

idrinkwell.com 2008 Survey Shows Drink and Venue Choices for Business Travelers Tied to Image, Making a Good Impression

NEW YORK, 2008 – You are what you drink?  Or maybe it’s where you drink? Or both -- at least in business traveler circles?  A new survey has confirmed that more than half of business travelers, in fact 66 percent, happily pay more for cocktails made with premium or “top shelf” brands, according to “The idrinkwell.comä 2008 National Survey of American Cocktail Culture, Attitudes and Trends.” The survey was conducted by MarketTools Inc., a global research innovator, on behalf of drinkwell and sponsored by Diageo. 

The survey also found business travelers are extremely self-conscious when choosing a venue -- nearly half (47 percent) say that whether or not the restaurant/drinking establishment will make a good impression guides their venue choice, while 41 percent of business travelers agree the drinks they order or recommend influence others opinions of them. A majority of business travelers’ drink choices are impacted by who they are with at a business lunch or dinner, and they choose locations very carefully, especially when it comes to making recommendations.

drinkwellä (www.idrinkwell.com) is a program developed by Zagat and Diageo to provide consumers with a new way to make informed decisions about where to find the best drinks and drinks service. Zagat is the world's most trusted source for where to eat, drink, stay and play around the globe, and Diageo is the world’s leading premium drinks business.

”The business dinner, lunch or after-work drink have become rituals in our society and often the way we build relationships or strike deals,” said Steve Wallet, Vice President of Channel Marketing for Diageo. “The idrinkwell.com survey reaffirms what many in the business community have long known: seemingly social interaction over drinks can have a radical effect on the bottom line. No wonder business travelers tap their full powers in choosing a dining location.”

Other idrinkwell.com business traveler survey highlights include:

• Everybody’s a Critic – More than half (61 percent) of American business travelers believe the restaurant they recommend to a business associate for drinks will actually affect that person’s professional opinion of them;

• Name That Brand – Close to half (49 percent) of business travelers always specify the brand they want in their cocktail;

• “Well Done” –  the Meat of the Matter – 48 percent say their choice of cocktail is influenced by whether or not the restaurant prepares their favorite drink especially well;

• I’ll Have What You’re Having – Business travelers’ cocktail choice is influenced by who their dining companions are (52 percent) and what others in the group are drinking (32 percent);
• Your Tab or Mine? – 43 percent of business travelers say drink prices influence their decision on where to go when choosing a restaurant or drinking establishment for pleasure, compared to only 30 percent who say it affects their decision when going out for business;

• You Know What “They” Say – 56 percent of business travelers say good reviews by business associates influences what restaurant/drinking establishment they will frequent for business;

• Expense Account Foodies – For 63 percent of business travelers the food they’re ordering influences which cocktail they choose versus 54 percent of Americans who are non business-travelers;

• For Some, Image is Everything – More than one out of five business travelers say the image a drink evokes influences their choice of cocktail.

Additional results of “The idrinkwell.com 2008 National Survey of American Cocktail Culture, Attitudes and Trends” will be available at idrinkwell.com, which will soon introduce an exclusive new podcast series hosted by cocktail expert Dale DeGroff, a renowned author and mixologist. DeGroff will also author a new weekly idrinkwell.com blog covering cocktail culture trends.

About idrinkwell.com Survey
The survey was conducted by MarketTools on behalf of Drinkwell. The online survey was conducted among 400 business travelers 30-54 years-old nationwide with a household income greater than $75K who travel for business three or more times per year; the margin of error for the business traveler survey is +/- 5%. In addition, the survey also queried more than 1,000 Americans nationwide 30-54 years-old with a household income greater than $75K who dine out for business or pleasure at least once a week. The national survey sample is balanced on gender and employment status to be nationally representative; the margin of error is +/- 4%. 

About drinkwell
drinkwellä was established in 2007 in an industry collaboration between Zagat Survey, the world’s leading provider of consumer survey-based content and Diageo, the world's leading premium drinks business with hallmark brands including Smirnoff, Guinness, Johnnie Walker, Baileys, J&B, Cuervo, Captain Morgan and Tanqueray.

Visitors to www.idrinkwell.com have free access to the ratings Zagat surveyors have given to the hundreds of drinkwell establishments across the country, based on the quality of drinks, service, atmosphere and cost. drinkwell -accredited establishments are identified by a special black and brushed metal plaque, in the same way the burgundy Zagat Survey decal denotes a Zagat-rated restaurant.

drinkwell reminds you to please drink responsibly. Drinkwell-accredited establishments are all Zagat-rated, serve premium spirits and have access to on-premise and online expert bar training by a panel that includes such industry luminaries as Dale De Groff, Steve Olson, Paul Pacult, Dave Wondrich, Andy Seymour and Doug Frost. Diageo is a founding member and major supporter of The Century Council, an organization funded by the country’s leading distillers committed to developing programs to combat drunk driving and underage drinking.  For more information, please visit www.centurycouncil.org.