While everyone was recovering from a long weekend of eating, football and shopping, our team was crunching the numbers for on-premise draft volume.
BeerBoard’s Thanksgiving Eve Report is an interesting and fun look at on-premise consumption for what is traditionally one of the biggest party nights of the year. Following a massive holiday in 2021, would on-premise volume be able to keep pace in 2022?
For this report, data is based on Thanksgiving Eve (the day prior to Thanksgiving) for 2022 and 2021. 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: 2022 Thanksgiving Eve Trends
On the biggest party night of the year, Thanksgiving Eve (Nov 23), draft volumes saw a -17.1% decline when compared to its 2021 counterpart. In 2021, on-premise volumes were up significantly (+79.7%) when compared to 2020 Thanksgiving Eve (which was impacted negatively due to Covid protocols).
The on-premise DID INDEED experience a serious lift in draft volume when comparing week-over-week (Nov 23 v Nov 16). Thanksgiving Eve saw growth of +45% when compared against the previous Wednesday. In 2021, there was a 69.2% lift nationally when comparing Thanksgiving Eve to the previous Wednesday (the “Regular Wednesday” in our data).
We always take a look our hometown of Syracuse and the data bucked the national trend. ‘Cuse saw an increase of +8.1% over 2021. Volume was also +74.2% on Thanksgiving Eve over a Regular Wednesday, this coming off of growth of +107.8% in 2021, +93.8 in 2020 and +83.1% in 2019.
On this night, Light Lager continued to have a firm grip on the #1 position followed by Lagers (#2), IPA (#3), Belgian Wit / White Ale (#4) and Euro Ales (#5). This is a change from a regular Wednesday, where Euro Ales checks in at #14. Strong Ales checked in at #10, up from its regular position of #17.
States See Uptick Week-Over-Week
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