US On Premise prepares for 4th of July celebrations

July 4th is a key annual event for the US market, and new data from CGA by NIQ’s paints an optimistic picture for the channel in 2024.
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1 in 3 American consumers plan to celebrate at bars, restaurants, and similar venues, presenting a major opportunity for drinks brands, suppliers, and venue operators to capitalize on the celebratory spirit.


Analysis of consumer behavior on Independence Day 2023 offers a clear call to action for industry stakeholders to build on last year’s success. July 4th ranked as the second most valuable Tuesday of the year for the On Premise, with a +6% velocity uplift compared to the average Tuesday. This surge was driven by a +10% increase in footfall, demonstrating the strong influence Independence Day has on consumers.


Moreover, the holiday’s influence has a halo effect extending beyond the actual day itself. With the occasion falling on a Thursday this year, the long weekend that follows it will have ample opportunity to benefit. The eve of Independence Day saw a notable boost in 2023, with many Americans having the day off work to warm up. As a result, the preceding Monday became the most valuable Monday of 2023 for the average US On Premise outlet, (+27%). This trend was particularly pronounced in drink-led venues, which saw a +36% increase compared to the average Monday.


So, where did the patriotic crowds choose to congregate? Neighborhood bars took centre stage among drinking outlets on both Monday and Tuesday, experiencing a significant +61% and +56% uplift in sales velocity respectively, compared to average. This performance cemented July 4th as the best performing Tuesday of 2023 for the average neighborhood bar.


Beer and spirits reigned supreme. Both enjoyed a +8% uplift in sales velocity on July 4th compared to the average Tuesday, making it the second most valuable Tuesday of 2023 for beer and the third most valuable for spirits. This trend held true on the Monday before the holiday, with spirits experiencing a +36% uplift and beer +31% in sales velocity compared to their respective averages.


Delving deeper into beer sub-categories, hard seltzer and below premium saw the highest percentage uplifts compared to the average Tuesday. All the same, craft beer remained the top performer in terms of sales velocity, with a +3% increase.


So, when are venue capacity levels expected to be at their highest? Early evening at 5-8pm emerges as the peak time for almost half (46%) of consumers. Other notable periods for visits include happy hour, late evening (8-10:00pm), and mid-afternoon (2-5pm).


CGA’s data offer valuable insights for On Premise stakeholders, equipping them to ensure meeting the needs of consumers with popular drink categories, and further fuel the early evening rush with targeted promotions to extend consumer stays, in turn increasing sales throughout various times of both days.


Matt Crompton, Regional Director – Americas said: “Brands, suppliers, and venue operators can really leverage this granular data and consumer insights, to understand national and local trends, and tailor their offerings to resonate with their specific customer bases. By being prepared with relevant promotions and festive menu options to attract customers throughout both days, the potential to maximize this lucrative holiday is vast.”


Download the free Consumer Impact Report snapshot here. To learn more about CGA’s BeverageTrak and Consumer solutions, and support understanding how key events and occasions can shape your On Premise strategy, contact Matthew Crompton here.

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