The big boosts of five key event days in Britain’s On Premise
With Valentine’s Day just past and Mother’s Day approaching, CGA by NIQ data highlights the major boost that event days can give to On Premise drinks sales.
These and other special dates drive people into pubs, bars and restaurants—but each occasion has different impacts on different categories. Here’s CGA’s expert analysis of trading on the recent instances of five big days.
Valentine’s Day
Drinks sales uplift per venue vs the annual average: £120
Like other events including Christmas and Halloween, the benefit of Valentine’s Day can depend on the day of the week on which it falls. In 2024 it was a Wednesday, lifting sales £120 above the annual average—but Friday’s timing this year should have driven a bigger uplift. Cocktails are among the biggest beneficiaries of the occasion.
Mother’s Day
Drinks sales uplift per venue vs the annual average: £149
Mother’s Day usually boosts wine and cocktail sales as families go out for food and treat their mums. Wine sales were £114 up on the average, while cocktails and spirits got boosts of £18 and £11. However, some of the growth came at the expense of the Long Alcoholic Drinks (LAD) category, where sales were £92 below average—despite the advantage of a Six Nations rugby match involving Wales.
St Patrick’s Day
Drinks sales uplift per venue vs the annual average: £152
St Patrick’s Day fell on a Sunday in 2024, and so delivered a spectacular uplift. It’s no surprise that stout was the big winner, with high-profile activations driving sales £206 above the average Sunday. Other beneficiaries included premium spirits, which were up £44 thanks to the day’s association with Irish whiskey. Some of these gains came at the expense of premium lager (down £50) and wine (down £3) as drinkers switched categories. This year St Patrick’s Day falls on a Monday—so promotional activity will need to target the previous weekend as well as the day itself.
Father’s Day
Drinks sales uplift per venue vs the annual average: £824
Last year’s Father’s Day trading was heavily skewed by football, as it coincided with England’s match against Serbia in the Euros tournament. Widespread sunshine also helped, and venues with beer gardens will be hoping for similar weather this June. Beer sales soared £449 above the average, and cider was £88 ahead.
Halloween
Drinks sales uplift per venue vs the annual average: £154
Halloween is an increasingly powerful occasion for venues and suppliers. It fell on a Thursday in 2024, delivering a £154 average boost—though drinks sales were slightly down year-on-year over the following weekend. The LAD and spirits categories gained most. This year Halloween comes on a Friday, and so should create an even bigger upswing—but as usual the biggest challenge will be to draw younger consumers away from parties at home and into the On Premise.
Megan Davies, CGA by NIQ’s Client Manager, said:“Key occasions are pivotal for boosting On Premise sales, but its crucialto tailor strategies to each occasion. For instance, Mother’s Day sees a significant uplift in wine and cocktail sales, suggesting a focus on family-friendly promotions and special menus. St Patrick’s Day, with its strong association with Irish culture, drives stout and premium spirits sales, highlighting the value of catering to themed celebrations. By understanding the patterns and nuances of each occasion, brands and venues can create targeted promotions that maximize sales and enhance customer loyalty.”
CGA by NIQ’s sales measurement solutions provide expert in-depth analysis of these and other key dates in the calendar, helping suppliers to plan activations and take full advantage of the opportunities. To learn more, click here and contact the team.
Megan Davies, CGA by NIQ’s Client Manager, said: “Key occasions are pivotal for boosting On Premise sales, but its crucial to tailor strategies to each occasion. For instance, Mother’s Day sees a significant uplift in wine and cocktail sales, suggesting a focus on family-friendly promotions and special menus. St Patrick’s Day, with its strong association with Irish culture, drives stout and premium spirits sales, highlighting the value of catering to themed celebrations. By understanding the patterns and nuances of each occasion, brands and venues can create targeted promotions that maximize sales and enhance customer loyalty.”
Megan Davies