Additionally, we identified the cocktail culture’s trends, and we presented many forecasts. We made a correct assumption for the Steady Pour’s market size in the future. We also completed a brief segmentation with a focus on explaining the reasons for choosing the target segments. As well as analyzed the two target segments Millennials and Generation X, and the key demographic characteristics of potential customers that we identified.

Afterwards, we calculated the average prices using 21 different businesses and analyzed their menus and prices for craft cocktails. We identified direct and indirect competition and analyzed them by several criteria. As a result, we did a summary presenting the most important conclusions of the research for the cocktail catering industry in the USA.