On-Premise Insights: Extended Weekend for Kentucky Derby & Cinco de Mayo

Total Alcohol Sales Decline on Extended Weekend Featuring Kentucky Derby & Cinco de Mayo
Bright spots emerge across Draft, RTDs and Non-Alcoholic options

SYRACUSE, NY (May 8, 2025) — BeerBoard, the leader in technology and insights for the on-premise hospitality industry, today released its performance report analyzing alcohol sales during the extended weekend which included the Kentucky Derby and Cinco de Mayo (May 2–5, 2025, Fri-Mon), comparing results from same-store sales against the same period in 2024 (May 3–6, Fri-Mon). It should be noted that Cinco de Mayo fell on a Sunday in 2024 and it was on a Monday in 2025.

Despite the pairing of two major on-premise events, total beverage alcohol sales declined -7.3% year-over-year (YoY) across on-premise locations. The results highlight key shifts in consumer preferences, with bright spots in draft imports, RTD cocktails, and non-alcoholic options, even as broader declines impacted packaged and spirits categories.

Draft & Packaged Beer
Draft beer held relatively steady with only a -1.6% YoY decline in volume, showing resilience amid larger packaged beer declines. Mexican Lagers were a standout, increasing +4.3% in poured kegs and +6% in volume share, driven by strong consumer demand.

Top 5 Draft Brands (by volume):

1. Michelob Ultra
2. Modelo Especial
3. Coors Light
4. Miller Lite
5. Bud Light

• Modelo Especial surged to the #2 position in draft brands, up from #4 in 2024. It posted a +9.5% increase in poured kegs and a +11.5% increase in volume share.
• Mexican Lagers were +4.3% in poured kegs but +6% in volume share

Draft style highlights:

• Light Lagers: -0.7% poured kegs / +0.9% volume share
• American Ales: +38% poured kegs / +40.1% volume share
• Lagers (including Mexican Lagers): -0.2% poured kegs / +1.5% volume share

Packaged beer, in contrast, faced a significant drop with -17% YoY decline in volume.

• Domestic Packaged: -15.5% units sold / +1.8% volume share
• Craft Packaged: -13% units sold / +4.9% volume share
• Import Packaged: -20.3% units sold / -4% volume share

Beyond Beer (Canned Cocktails, Hard Seltzers, Non-Alc)
Beyond Beer remained a growth driver, seeing +14.1% growth in volume share.

• RTD Cocktails rose +6.3% in units sold and +28.5% in volume share
• Non-Alcoholic Beverages were a breakout performer, increasing +19.6% in units sold and +38.6% in volume share
• Hard Seltzers declined overall (-17.5% units sold, -0.8% volume share), though individual brands like White Claw Black Cherry bucked the trend, up nearly +9% in volume share

Top packaged performers:

• Heineken 0.0: +4.4% units sold / +25.6% volume share
• Surfside Iced Tea + Lemonade + Vodka: +3.8% units sold / +23.4% volume share
• Although Hard Seltzers were down, White Claw Hard Seltzer Black Cherry was up nearly 9% in volume share

Spirits
Spirits faced significant headwinds over the weekend, with total sales down -17.5% YoY.

• Bourbon sales increased in volume (+6.2%) and also increased significantly in volume share (+28%), suggesting a focus on premium pours.
• Notably, Bourbon is the key ingredient in the Mint Julep, the signature cocktail of the Kentucky Derby.
  • Top Bourbon Brands:
    • Maker’s Mark
    • Bulleit
    • Buffalo Trace

• Tequila saw a steep -26% decline in volume, but only a -11% drop in volume share, indicating fewer but higher-value pours
• Tequila is the base of the Margarita, a go-to cocktail for Cinco de Mayo celebrations.
  • Top Tequila Brands:
    • Lunazul
    • Sauza
    • Patrón

Trends & Takeaways
While total alcohol sales softened, the data reveals distinct trends:

• Imports and Mexican-style lagers are gaining ground in draft.
• Premiumization in spirits is evident, particularly in bourbon.
• RTD cocktails and non-alcoholic options are winning favor with consumers seeking convenience and moderation.
• Brand-specific momentum, like Modelo Especial and Heineken 0.0, signals shifting loyalties toward quality and lifestyle choices.