BeerBoard Report: Thanksgiving Eve Trends

by JC Whipple

BeerBoard manages over $1 billion in retail draft beer sales and 60,000 products through our industry-leading technology. This generates incredible amounts of data and gives great insights to performance, style and brand trends within the beer industry.

BeerBoard’s Thanksgiving Eve Report is an interesting and fun look at on-premise consumption for what had traditionally been one of the biggest party nights of the year. Of course, 2020 had something to say about that this time around.

Our series of Pour Reports are always based on a curated sample set from our database with same-store sales year-over- year. For this report, data is based on the day prior to Thanksgiving (Thanksgiving Eve) for 2020 and 2019. Where applicable, comparisons are made against a “regular Wednesday” one week prior in the same year.

We hope everyone had a great Thanksgiving.

The BeerBoard Team

BeerBoard Report: Thanksgiving Eve Trends

The Biggest Party Night of the Year? Not in 2020.
As to be expected, 2020 leveled its impact on Thanksgiving Eve. On-Premise volumes were down significantly (-57.3%) when compared to 2019 Thanksgiving Eve.Big Bump over a “Regular” Wednesday
The positive news for the On-Premise was that Thanksgiving Eve bump was still there over a “regular Wednesday.” In 2020, there was a 77.4% lift nationally when compared to the previous Wednesday (the “Regular Wednesday” in our data).

Northeast Bias Part II
While Thanksgiving Eve is a boon for retailers everywhere, the Northeast led the country in lift for the second straight year. The region realized an overall jump of +56.1% (again over the previous Wednesday), the largest such gain for any region in the country. Other leaders included California (+40.8%) and the Southeast (+30.3%).

Styles Stay in Place
On this night, Light Lager continues to have a firm grip on the #1 position followed by Lagers at #2 and IPA at #3.

How did Syracuse Do?
We always take a look our hometown of Syracuse and the data was impressive. ‘Cuse saw a lift of +93.8% on Thanksgiving Eve over a Regular Wednesday, this coming off an 83.1% bump in 2019. Volume was indeed down for the day, falling -45.5% as compared to Thanksgiving Eve 2019.


About BeerBoard
BeerBoard is a technology company enabling the food & beverage industry to make data-driven decisions about its bar business. It manages over $1 billion in retail draft beer sales and 60,000 products through its industry-leading solution. The company’s patented digital platform captures, analyzes, and reports real-time data related to bar performance, brand insights and inventory. Built for retailers, brewers and distributors, the versatile technology is easily operated from a single dashboard, and it has streamlined operations and increased top and bottom line revenue all over the United States. Find out more about how BeerBoard is changing the bar industry through data-based business decisions at