On-Premise Report:
2025 Thanksgiving Eve Insights

Biggest Party Night of the Year Sees Draft and Packaged volume decline from 2024 by -10.0% and -14.9%, respectively.

On the biggest party night of the year, Thanksgiving Eve (Nov 26), draft and packaged volumes decreased from last year’s biggest party night (Nov 27).  However, there were some bright selling points with the following  products showing increases:

Draft:

1.      Pacifico +17.2%

2.      Guinness Draught  +7.5%

3.      Busch Light +6.5%

Package:

1.      Busch Light +30.4%

2.      Surfside Iced Tea and Lemonade + Vodka +18.3%

3.      Heineken 0.0 +5.3%

 

The Usual Bump over a “Regular” Wednesday Continues

The on-premise DID INDEED experience a serious lift in when comparing week-over-week (Nov 26 v Nov 19) across draft and packaged products.  Thanksgiving Eve saw growth as follows:

 Draft: +41.8%

1.      Modelo Especial +66.8%

2.      Michelob Ultra +56.9%

3.      Miller Lite +45.8%

Packaged: +31%

1.      Modelo Especial +149.7%

2.      Michelo Ultra +87.7%

3.      Corona Extra +81.9%

 

Draft Category Volume Rankings remain the same:

1. Domestic +0.54% 
2. Craft -0.01%
3. Import -0.24%
4. Beyond Beer -0.28%

 

Draft Styles Hold Positions

• The top 4 styles remained in the same rank order of Light Lager, Lagers, IPA and Belgian Wit/White Ale.  However, European Ales over took Wheat/Hefenweizen for the 5^th spot.
• The top poured products were with percent of volume share:
  • Michelob Ultra 15.5% 
  • Miller Lite  10.0%
  • Modelo Especial  8.8%
  • Coors Light 7.5%

 

Shift in Top Packaged Products

• The top 5 styles remained in the same rank order.  However, Lagers saw the largest increase in volume share:
  • Lagers +4.8%
  • Light Lagers -1.3%
  • RTD Cocktails -2.5%
  • Hard Seltzers -0.4%
  • Non-Alcoholic -0.9%

Beyond Beer is a growing trend nationally at 22.4% of volume share up from 18.2% in 2024

• The top 3 Hard Seltzers sold were with volume share:
  • White Claw® Hard Seltzer Black Cherry 3.8%
  • Twisted Tea Original 1.2%
  • White Claw Hard Seltzer Mango 0.6%
• The top 3 RTD products sold were with volume share
  • High Noon Sun Sips Pineapple 3.3%
  • Surfside Iced Tea and Lemonade + Vodka 3.2%
  • Sun Cruiser Iced Tea & Vodka 1.3%

Liquor volume down nationally.

• Liquor volume decreased by -5.2%
• Agave (tequila) increased its percent of volume from 28.3% to 28.5%.  However, its overall volume decrease by -4.6%
• Whiskey was the 2^nd highest liquor in terms of volume share at 24.6% up from 22.4%.  Its overall volume increased by 4.2%
• The top selling cocktails were:
  • Margaritas
  • Martinis
  • Highballs

Wine volume contracts nationally.

• Wine volume decreased by 5.9%
• Red decreased by -15.5% while white increased by 4.1%

What Was Going on in The ‘Cuse?  We’re out pacing the national average:

• We always take a look our hometown of Syracuse, NY. Draft volume was down -5.2% over 2024.  Domestic increased by 2.6% in terms of share of volume.  Craft and import declined by -0.7% and -1.7%, respectively.
• The top poured beers were with percent of volume share:
  • Miller Lite 13.9%
  • Labatt Blue Light 11.4%
  • Prison City Mass Riot (local favorite) 6.2%
  • Guinness Draught (it was cold up here!) 5.4%
• Packaged products were down -2.7%.
  • Light Lagers, Lagers and Hard Seltzers were up from 2024, while RTD cocktails decreased.
  • The top selling packaged products sold were with percent of volume share:
    • Miller Lite 23.5%
    • Bud Light 18.7%
    • Labatt Blue Light 16.5%
    • Michelob Ultra 16.1
    • Coors Light 13.8%
    • Surfside Vodka Tea 9.1%

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