Sources
Where our numbers come from.
Every statistic marked with an asterisk on this site links here. We cite the real study or public wage data behind each figure, including where it doesn't isolate liquor tasting specifically.
+475% same-day sales lift, +10% basket size, 20 weeks of measurable lift
From the "Report on In-Store Sampling Effectiveness" (R.I.S.E.), a study commissioned by PromoWorks and fielded by Knowledge Networks-PDI, as reported by Adweek in 2009.
This is a general in-store product-sampling study across grocery/CPG categories, not a liquor-tasting-specific study, and it reflects one 2009 U.S. dataset rather than an ongoing industry benchmark. The reported figures: a 475% same-day sales lift on the sampled item, a 10% increase in overall basket size for participating shoppers, and effects (58% cumulative trial) still measurable at 20 weeks post-event.
Adweek: "Sampling Inspires Repeat Purchases" ↗84% purchase intent within 5 weeks
From a PortMA case study covering a wine and spirits sampling campaign of 1,000+ events across 22 U.S. markets.
This figure measures stated purchase intent collected at the event, not verified repurchase behavior, and reflects one brand's campaign rather than an industry-wide average.
PortMA: Wine & Spirits Sampling ROI Case Study ↗$20–22/hr market wage
From Indeed Canada, which reports a national average Brand Ambassador wage of $22.58/hr.
By province: Ontario $22.61/hr, British Columbia $23.21/hr, Alberta $21.41/hr, Saskatchewan $21.92/hr, Manitoba $21.85/hr. This covers the general "brand ambassador" role, since no Canadian wage category isolates liquor-tasting work specifically.
Indeed Canada: Brand Ambassador Salaries ↗