While everyone was recovering from a long weekend of eating, football and shopping, our team was crunching the numbers for on-premise alcohol performance.
Our Thanksgiving Eve Report is an interesting and fun look at what is traditionally one of the biggest party nights of the year. Following a downturn in 2022, would the on-premise be able to keep pace in 2023?
For this report, data is based on Thanksgiving Eve (the day prior to Thanksgiving) for 2023 and 2022. Where applicable, comparisons are made against a “regular Wednesday” one week prior in the same year.
We hope everyone had a great Thanksgiving.
Cheers!
The BeerBoard Team
On-Premise Report: 2023 Thanksgiving Eve Insights
Biggest Party Night of the Year Tried to Rebound After Downturn in 2022
On the biggest party night of the year, Thanksgiving Eve (Nov 22), draft volumes saw a second consecutive dip of -2.5% when compared to the same night in 2022. In 2022, on-premise draft volumes were down a sizable -17.1%.
The Usual Bump over a “Regular” Wednesday Returns in A Big Way
The on-premise DID INDEED experience a serious lift in when comparing week-over-week (Nov 22 v Nov 15) across draft, packaged and spirits.
Thanksgiving Eve saw growth as follows:
Draft: +45%
Packaged: +61%
Spirits: +26%
Draft Styles Hold Positions
On Thanksgiving Eve, there was no movement among the Top 5 styles when compared to 2022. Light Lager continued to have a firm grip on the #1 position followed by Lagers (#2), IPA (#3), Belgian Wit / White Ale (#4) and Euro Ales (#5). When looking at the previous Wednesday (Nov 22 v Nov 15, 2023), Light Lagers were +46%, Lagers +53% and IPAs +29%.
Top 10 Draft Brands Poured Nationally in 2023
2023 Rank / Brand / 2022 Rank in parenthesis (#)
1. Michelob Ultra (2)
2. Miller Lite (3)
3. Bud Light (1)
4. Coors Lights (5)
5. Modelo Especial (4)
6. Blue Moon Belgian White (7)
7. Dos Equis Lager Especial (6)
8. Yuengling (8)
9. Busch Light (11)
10. Stella Artois (9)
How did Syracuse Do at the Taps?
We always take a look our hometown of Syracuse. Draft volume around ‘Cuse saw an increase of +33% on Thanksgiving Eve over the previous Wednesday, this coming off of growth of +74.2% in 2022, +107.8% in 2021, +93.8 in 2020 and +83.1% in 2019.
Packaged Products Climb
As referenced previously, Packaged products were a healthy +61% over the previous Wednesday. The top products among styles were:
Style, Brand, Overall Rank among Packaged products in parenthesis (#) / Volume Share
Import: Corona Extra (#1 overall) / 16.3%
Domestic: Michelob Ultra (#2 overall) / 12.4%
Malt-Based Seltzer: White Claw Black Cherry (#9 overall) / 2.5%
Sprits-Based Seltzer: High Noon Sun Sips Pineapple (#16 overall) / 0.7%
Craft: Yuengling (#15 overall) / 0.81%
Spirits See Lift Over Previous Wednesday
As referenced previously, Spirits products were +26% over the previous Wednesday.
Rank of Spirits Styles
#1 Bourbon, Whiskey, Canadian
#2 Vodka
#3 Tequila, Mezcal
Overall Rank among Spirits products in parenthesis (#) / Volume Share
Bourbon, Whiskey, Canadian: Jameson (#2 overall) / 4.69%
Vodka: Tito’s (#1 overall) / 7.85%
Tequila, Mezcal: Patron Silver (#6 overall) / 3.14%
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