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. Data is based on Thanksgiving Eve (the day prior to Thanksgiving) for 2024 and 2023. Where applicable, comparisons are made against a “regular Wednesday” one week prior in the same year. Our insights report on total alcohol – including draft, packaged (beer, RTDs, cider), spirits and wine.
We hope everyone had a great Thanksgiving.
Cheers!
The BeerBoard Team
On-Premise Report: 2024 Thanksgiving Eve Insights
Biggest Party Night of the Year Sees Packaged, Spirits and Wine Soar Over 2023
On the biggest party night of the year, Thanksgiving Eve (Nov 27), packaged products and spirits soared nationally, with packaged increasing +18% and Spirits realizing an even larger bump (+39.6%) over the same night in 2023. Wine was +28.7%, recovering from prior declines as certain varietals gain popularity. Draft volumes saw a third consecutive dip (this year by -1.8%) after a -2.5% decline in 2023 and a sizable -17.1% fall in 2022.
The Usual Bump over a “Regular” Wednesday Continues
The on-premise DID INDEED experience a serious lift in when comparing week-over-week (Nov 27 v Nov 20) across draft, packaged and spirits. Wine was flat over the previous Wednesday.
Thanksgiving Eve saw growth as follows:
Draft: +39%
Packaged: +31%
Spirits: +93%
Draft Styles Hold Positions
On Thanksgiving Eve, there was no movement among the Top 3 styles when compared to 2023. Light Lager continued to have a firm grip on the #1 position followed by Lagers (#2) and IPA (#3). Michelob Ultra (14.5%) was the top-poured draft, followed by Miller Lite (9.9%) and Modelo Especial (8.9%).
Shift in Top Packaged Products
There was a shift in the Top 3 packaged styles. Lagers took over as the #1 style (at least for a day) on Thanksgiving Eve, bumping Light Lagers to the #2 position. RTD Cocktails jumped to #3, replacing Hard Seltzers, which held that position in 2023. Corona Extra (14.4%) was the #1-moving Packaged product, followed by Michelob Ultra (13.3%) and Modelo Especial (11.4%).
Tequila is Leading the Charge for Spirits
As mentioned previously, Spirits saw +39.6% growth over Thanksgiving Eve 2023, reflecting the rising interest in premium and mixed-drink-friendly liquors. Tequila drove that growth, checking in as the #1 poured spirit. Patron Silver was the #1 poured Tequila, while Casamigos Blanco was the biggest gainer, climbing +30.8% over Thanksgiving Eve 2023. Vodka and Whiskey, last year’s top Spirit, followed at #2 and #3, respectively. Tito’s Vodka (9.7%) was the #1 brand in the category, and was followed by Jameson Irish Whiskey (3.6%) and Captain Morgan (2.9%).
White Wines Pace the Category, Led by Ecco Domani Pinot Grigio
Ecco Domani Pinot Grigio (8.8%) and Chateau Ste. Michelle Chardonnay (6.7%), followed at #2 and #3, respectively, leading Whites to the #1 position in the category. Josh Cellars Cabernet Sauvignon (9.3%) was the top-poured brand within Wine.
What Was Going on in The ‘Cuse?
We always take a look our hometown of Syracuse, NY. Draft volume was +19.5% over 2023, with Labatt Blue Light leading the way at 10.2% share. RTD Cocktails surged, led by Surfside Iced Tea+Vodka to drive 15.6% improvement for Packaged. Spirits saw moderate growth (+3.3%), and were paced by Tito’s Vodka at 15.7%, while Wine saw a steep decline for the day, falling -34%.
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