From Halloween through New Year’s Eve, each holiday brings unique opportunities to activate your portfolio and influence shopper behaviour. Here’s what you need to know to make the most of the festive season.
Halloween: A Themed Opportunity to Drive Engagement
Halloween is no longer just for costumes and candy—it’s a major moment for drinks-led occasions. 1 in 3 consumers plan to visit the On Premise to celebrate, and 57% of 21–34-year-olds, making it a prime time for beverage brands to shine.
- Beer (47%) leads the charge in category preference, but cocktails (32%), Vodka, Tequila, and Whiskey (all 31%) are close contenders.
- Non-alcoholic categories like soft drinks (31%) and energy drinks (25%) also see strong traction.
- Consumers are open to themed drinks, which not only enhance the theme alignment but also act as a purchase driver.
Drink-led venues—especially sports bars, neighborhood bars, and premium bars—are expected to be Halloween hotspots. Collaborating with these venues to create branded, themed cocktails can elevate the experience and boost visibility.
Thanksgiving: A Week of Opportunity
Thanksgiving is a key occasion for On Premise engagement. Visitation surrounding the holidays for 2025 is looking positive, with half (50%) of active consumers planning to go out during the holiday, with Saturday 29th November emerging as the most popular day.
- Wednesday 26th November also sees a spike, especially among 21–34-year-olds (+6pp), and there are further opportunities to leverage footfall across the week.
- Beer, table wine, and cocktails are the go-to categories, with sparkling wine gaining traction.
Drivers for visitation over the thanksgiving period include free/complimentary items (34%), discounted food (33%), and discounts on drinks (27%). This is also a great time to lean into family-friendly venues and group occasions, offering formats that suit sharing and celebration.
Christmas: The Season of Socialising
Christmas is the most visited holiday period, with 64% of consumers planning to celebrate in bars or restaurants—up 5 percentage points vs 2024.
- Work Christmas events are back in full swing, with 2 in 5 employed consumers attending company-organized celebrations.
- Table wine sees a rise in popularity for these events, though beer remains the top alcoholic category choice, and soft drinks lead in non-alcohol choices.
This is a key moment to position your brands as part of the corporate celebration culture, with premium offerings and festive packaging that resonate with both On Premise and retail shoppers.
New Year’s Eve: Shots, Sparkle, and Celebration
New Year’s Eve rounds out the season with high-energy celebrations. Half of consumers plan to go out for NYE, with a clear preference for festive, high-impact drinks.
- A spike in shots consumption is popular, and sparkling wine and champagne also see strong demand, making this a perfect time to showcase celebratory formats.
- Consumers would be encouraged to visit bars and restaurants for NYE for live entertainment (29%), a lively atmosphere (28%) and discounted drinks (25%).
- Consider limited-edition offerings, party packs, and social media activations that tie into the countdown theme and celebration drivers of visits.
The Halo Effect: Retail Gains from On Premise Buzz
What happens in bars doesn’t stay in bars. These seasonal and festive occasions have a halo effect on retail, as consumers seek to recreate and continue festive experiences at home. In fact, 61% of consumers who drink at home have made an in-store purchase of a brand they first tried in a bar or restaurant, and 68% agree they are more likely to seek new brands they like out in stores once tried in the On Premise. Themed drinks, branded activations, and seasonal packaging can drive Off Premise sales and reinforce brand affinity.
Matthew Crompton, VP – Americas, On Premise, said: “For beverage manufacturers, the holiday season is more than a sales spike—it’s a storytelling opportunity. By aligning your brands with the spirit of each occasion, you can build deeper connections with consumers and extend reach across both On Premise and retail channels”.
Matthew Crompton
Ready to activate your portfolio for the holidays? To learn more about CGA by NIQ solutions of consumer research and sales measurement for building winning strategies across key events and occasions, get in touch here.
