Bourbon & Whiskey Sampling

The data in this report are derived from 13,055 consumer exit interviews conducted at 1,559 wet sampling events where a Bourbon or Whiskey brand was sampled. The data from these onsite consumer interviews were combined with field staff recap data to form the basis for the data used in this report.

Bourbon & Whiskey Sampling: Experiential Marketing Benchmarks Report

1st Edition | Region: United States
1,559 Event Days | 13,933 Consumer Interviews
Executive Summary (1 Page), Full Report (70 Pages), PowerPoint (62 Slides)

$745 – Single User License (PDFs, PowerPoint, & Analyst Support)

Bourbon & Whiskey Sampling: Experiential Marketing Benchmarks Report

Bourbon & Whiskey Sampling Report w/ Executive Summary (1 Page), Full Report (70 Pages), PowerPoint (62 Slides), and On-Call Analyst Support (1 Hour)

Report Use Case Scenarios Report Package Details Report Contents

PortMA’s Bourbon and Whiskey category include experiential marketing activations were Bourbon, Flavored Whiskey, Rye Whiskey, Scotch, and straight Whiskey were sampled at on- and off-premise activations.

  • Event Days: 1,559 Bourbon and Whiskey Event Days
  • Consumer Interviews: A Total of 13,055 Bourbon and Whiskey Consumer Exit Interviews
  • Interactions: 273,643 Bourbon and Whiskey Consumer Interactions
  • Samples: 38,320 Bourbon and Whiskey Samples Distributed
  • Campaign Budgets: Over $468,000 in Bourbon and Whiskey Marketing Spend
  • Attendance: Estimated 719,492 Bourbon and Whiskey Event Venue Attendance

At the time of this publication, PortMA’s Experiential Benchmarking database (across all industry segments) contains over $87.4 million (USD) spent on experiential brand marketing across 74,990 event days and 17,706,070 consumer interactions.

Applying This Report to Your Business

See how great Experiential Marketers measure the ROI of their events with these use case videos. Gain access to the suite of brief videos below by submitting your email address.

In these videos, we use actual data from experiential campaigns to describe the status update and recapping techniques used by leading agencies and brands.

Use Case Videos

Business Use Case Scenarios

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Applying this Report to your Business

Use case scenarios (and how to apply them to your business) are detailed in each report. Below are some of the common applications of experiential ROI benchmarks:

    • Designing a Winning Marketing Campaign
    • Selling Your Experiential Campaign to Stakeholders
    • Negotiate Better Venue and Sponsorship Agreements
    • Validating a Proposal’s Performance Promise and Budget
    • Managing Campaign Performance

Use Case Details

  • Designing a Winning Marketing Campaign
    The best predictor of the future is the past. And when you can plan based on a well-organized set of data that benchmarks this history, you can create a campaign that will get it right more often from the start. You’re moving your marketing downriver faster because you can use benchmarks to identify the venues that have your consumer target and strike a stronger balance between “event size” and “event frequency”.
  • Selling Your Experiential Campaign to Stakeholders
    We’re all always selling. It doesn’t matter if you’re a Brand Manager talking to your VP or if you’re an Agency Director talking to your Brand Client. You need to demonstrate that your reasoning is sound, and your plan is positioned to be a success. Experiential marketing benchmarks allow you to differentiate yourself from the external and internal competition and demonstrate the value before the money is spent.
  • Negotiate Better Venue and Sponsorship Agreements
    The right benchmarks will give you a point of reference when speaking with venue managers or when developing sponsorship agreements. You’ll be in a stronger negotiating position with data on your side because you can validate venue manager and producer performance commitments and choose the best sponsorship package.
  • Validating a Proposal’s Performance Promise and Budget
    A solid benchmarking resource will allow you to validate an outside agency or vendor’s plan. We recommend that you consult the right benchmarking tables in your report anytime you’re evaluating an experiential activation strategy; validate agency performance commitments and evaluate a campaign’s budget before committing.
  • Managing Campaign Performance
    When you have performance benchmarks from dozens of experiential programs you know what to expect. The proper use and application of experiential benchmarks will allow you to establish the right Key Performance Indicators (KPIs) to evaluate campaign performance during execution and recap your program when it is complete.

Bourbon & Whiskey Sampling: Experiential Marketing Benchmarks Report

Bourbon & Whiskey Sampling Report w/ Executive Summary (1 Page), Full Report (70 Pages), PowerPoint (62 Slides), and On-Call Analyst Support (1 Hour)

Report Package Details

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What do I receive when I purchase a report?

Each report purchase includes three documents and support from our research team to ensure you get the solution you need.  

  1. Experiential Marketing Benchmarks Report (Fully Indexed PDF)
    First, you’ll receive a comprehensive PDF that provides a full background on the data collection methodology and the related experiential marketing strategy. This includes the data points collected, how, and why. This background provides a full outline of PortMA’s proprietary return-on-investment model. The report benchmarks define the reach, impact, and ROI trends across the industry and multiple venue types. These metrics are detailed in tables within this broader context of theory and application. 
  2. Data Tables Deck (PowerPoint Document)
    Second, we summarize the experiential marketing strategy and related data with the data tables on individual slides in a PowerPoint document. This document is provided to easily pick and choose the slides that are most relevant to individual efforts. These slides can be repurposed in your own Client recap reports, RFP responses, and individual presentations.
  3. A 1-Page Executive Summary (PDF)
    Third, a top-line summary of the experiential marketing report is presented in a one-page executive summary using PortMA’s proprietary “Scorecard Reporting” methodology. This document serves as a quick reference on the key data points and industry ROI segments. The report is designed for easy reading and distribution to internal management. It also serves as a quick reference guide.

A seasoned Experiential Marketing Analyst will be assigned to your account for on-call support by email or phone.

You are encouraged to call on your Account Manager for any of the following. You are provided with one hour of on-call support for the 12 months following your purchase. Additional time can be purchased if/ as needed.

  • One-on-One or Team Training
  • Sales Support/ RFP Response Assistance
  • Survey/ Data Collection Architecture Design
  • Data Dashboard Consulting/ Wire Frame Development
  • Data Analysis Assistance or Completion
  • Report Development Assistance or Completion
  • Client Briefing Preparation, Attendance, or Meeting Leadership

Your account manager would be happy to provide you with any ad-hoc analyses you might need based on the raw data behind the report you purchased.

Bourbon & Whiskey Sampling: Experiential Marketing Benchmarks Report

Bourbon & Whiskey Sampling Report w/ Executive Summary (1 Page), Full Report (70 Pages), PowerPoint (62 Slides), and On-Call Analyst Support (1 Hour)

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Table of Contents

Index of Tables
Introduction to This Report
Using Benchmarks to Build Best-in-Class Experiential Marketing Campaigns
Experiential Measurement Best Practices – The Theory
Metrics And Definitions For This Report
Event Marketing Reach
Event Marketing Impact
Event Marketing Return-on-Investment
Sample Screen Shots (Click to Expand)


What You'll Receive

Comprehensive PDF Report Document

All data tables in PowerPoint format (for easy copy/paste)

12-month IP License to use PortMA’s Intellectual Property in support of your work with your own clients.

Direct access to a dedicated Account Manager for any consulting, training, or ad-hoc support needs

1-page Executive Summary for internal circulation

Contents of Report

Detailed instruction on how to use Benchmarks to build stronger experiential campaigns using evidence-based strategy

12 Consumer targeting data tables defining consumer awareness, demographic profile, and parent status benchmarks

11 efficiency data tables defining budget and engagement benchmarks

Experiential Measurement best practices road maps

5 ROI benchmarking tables segmented by a variety of industry and activation strategies

Trust the experts at PortMA

You can have confidence in the epxerts at PortMA to give you rich and relevant information that will be vital to your marketing efforts. We've employed the best and the brightest to bring you reports that are accurate, relevant and full of valuable information.