Mason Delacroix
Alcohol sales in the United States have been steadily rising over the years, with the alcoholic beverage industry valued at $260 billion. While beer is the most consumed alcoholic beverage, its market share has been decreasing since 2010, with spirits and wine gaining popularity. Notably, the biggest days of the year for alcohol sales in the United States are Fat Tuesday, New Year's Eve, and Christmas Eve, with Americans spending 159%, 151%, and 400% more, respectively, at liquor stores compared to an average day. Additionally, Thanksgiving Eve is also quickly becoming a popular drinking holiday.
| Characteristics | Values |
|---|---|
| Days with the highest alcohol sales | New Year's Eve, Christmas Eve, the day before Thanksgiving, Saturday before Christmas, Friday before Christmas, Memorial Day weekend, Cinco de Mayo, Father's Day weekend |
| Alcohol with the highest sales | Beer, wine, spirits (vodka, cordials and liqueurs, rum, American whiskey, tequila, Canadian whiskey, brandy/cognac) |
| Alcohol sales trends | Spirits are gaining popularity, especially premium and super-premium spirits, while beer sales are decreasing |
| Average liquor store revenue on a typical day | $1,068 |
| Average number of transactions in a liquor store on a typical day | 46 |
| Average customer spending in a liquor store on a typical day | $23.07 |
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New Year's Eve
When it comes to what people are drinking, it's no surprise that champagne and sparkling wine top the list. In North America, champagne accounted for 17.36% of overall sales, with red wine coming in second at 7.6%, followed by vodka, white wine, bourbon, and prosecco. In the US, a quarter of drinkers surveyed said they consume champagne or sparkling wine on New Year's Eve.
Other popular choices include cocktails, with liqueurs, cordials, and schnapps seeing a 50% share growth from the previous year. Whiskey, vodka, and tequila are also top liquor choices, with tequila maintaining its popularity from the previous year. Beer and cider also see increased sales, with craft beers being a popular choice during the holidays.
The specific regulations around alcohol sales on New Year's Eve can vary by location. For example, in Michigan, on-premises licensees are allowed to sell alcoholic liquor until 4 am on New Year's Day, with consumption allowed until 4:30 am. In British Columbia, liquor sales were banned after 8 pm to curb Covid-19 spread, while Mississippi banned sales between 11 pm on New Year's Eve and 7 am on New Year's Day. It's always a good idea to check the local regulations before assuming alcohol will be readily available.
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Christmas Eve
Typically, Christmas Eve doesn't have many restrictions on alcohol sales. Buyers should be mindful of the operating hours of their local liquor stores, especially if Christmas Eve falls on a Sunday, as some states have specific laws regarding Sunday sales. In Massachusetts, for instance, "Blue Laws" govern which businesses can operate on Sundays and holidays, and liquor sales are permitted from 11 a.m. to 12:30 a.m. on Sundays.
It's worth noting that even in states with stricter liquor laws, there may be options for purchasing alcohol on Christmas Eve. While state-controlled liquor stores may be closed, grocery stores may still be authorized to sell beer and wine. This can be a convenient solution for those who find themselves in need of last-minute refreshments for their holiday celebrations.
To ensure a well-stocked bar for Christmas festivities, it's advisable to plan ahead and purchase alcohol in advance. Checking local regulations and store hours can help avoid any last-minute scrambling. Whether it's a quiet night by the fireplace or a lively celebration with friends and family, having a sufficient supply of festive cheer can enhance the holiday spirit and make for a memorable Christmas Eve.
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Thanksgiving Eve
On average, men consume 3.1 drinks, while women consume 2.4 drinks on Thanksgiving Eve. This holiday is a significant contributor to binge drinking, with 3% of males and 2% of females experiencing blackouts. It is a time when friends and family reunite and socialize, often resulting in increased alcohol consumption.
Planning ahead and promoting alcohol sales responsibly during these busy holidays can help position restaurants and liquor stores as go-to destinations for festive alcoholic beverages. With the right strategies and insights, businesses can boost profits and create memorable experiences for their customers.
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Super-premium spirits
While there is no clear indication of when super-premium spirits are sold the most throughout the year, there are some insights into the sales trends of these beverages.
The super-premium spirits market is characterized by innovation in flavour profiles, limited-edition releases, and unique packaging designs. Craft distilleries are experimenting with ingredients, aging techniques, and barrel finishes, while also adopting eco-friendly packaging and sustainable sourcing practices. The rise of ready-to-drink cocktails has been a positive development for investors, with premixed cocktails being the fastest-growing spirits category in terms of revenue.
In 2023, the beverage alcohol category sold nearly 2.8 billion nine-litre cases, with spirits accounting for 42.2% of the value share. Vodka was the top-selling spirit, followed by tequila and mezcal, which gained popularity over American whiskey. Spirits suppliers in the United States experienced flat sales (0.2%) in 2023, totalling $37.7 billion, while volumes rose 1.2% to 308.8 million nine-litre cases. This challenging sales environment was attributed to dynamic market factors, including economic difficulties and post-pandemic shifts in consumer behaviour.
Despite these challenges, the spirits sector demonstrated resilience, maintaining its market share lead in the total beverage alcohol market. The premiumization trend continued for certain spirit categories in 2023, including tequila, mezcal, and American whiskey. Vodka remains the most popular spirit among U.S. consumers, with 77 million nine-litre bottles consumed annually.
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Vodka
Flavoured Vodka Trends
The flavoured vodka trend has been a significant driver in the vodka market. Brands like Smirnoff have introduced various flavoured vodkas, including Nordic berries, cranberry juice, ginger beer, and espresso. This diversification has likely attracted new consumers and driven sales.
Cocktail Culture
The popularity of cocktails, particularly the Espresso Martini, has boosted vodka sales. During the pandemic lockdowns, many people experimented with mixology at home, and martinis became a go-to option. As on-premise openings resumed, the Espresso Martini gained even more traction, with mentions on Yelp increasing by 300% in the first six months of 2021.
Brand Competition
Competition among vodka brands is intense, with established names like Smirnoff, Absolut, and Tito's vying for market share. In 2022, Tito's Handmade Vodka was the leading brand in the United States, with an impressive 800% sales growth over the previous decade. However, in 2023, Smirnoff reclaimed its position as the world's top-selling vodka brand, with sales of 38 million cases, double that of Absolut, which ranked second.
Seasonal Influences
While specific data on monthly or seasonal vodka sales is limited, it is reasonable to assume that vodka sales may align with overall alcohol consumption trends. Typically, alcohol sales tend to peak during the summer months and holidays such as Christmas and New Year. Social gatherings, celebrations, and warmer weather during these periods likely contribute to increased alcohol consumption.
Hard Seltzer Competition
The rise of hard seltzers has impacted vodka sales. Vodka producers have had to innovate to maintain their market share. However, vodka-based seltzers have emerged, with brands like High Noon and White Claw introducing successful vodka-based offerings. This adaptation has helped boost vodka's growth within the segment.
In summary, while the exact time of year for peak vodka sales may vary, the popularity of flavoured vodkas, cocktails, brand competition, seasonal influences, and the evolving alcoholic beverage market all play a role in shaping the demand and consumption patterns of vodka throughout the year.
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Frequently asked questions
Fat Tuesday is the biggest day for alcohol sales in the US, with Americans consuming an average of 4.5 drinks. New Year's Eve comes in second, with an average consumption of 4.4 drinks.
Other notable days for alcohol sales in the US include Christmas Eve, the day before Thanksgiving ("Drinksgiving" or "Blackout Wednesday"), Memorial Day weekend, Cinco de Mayo, and Father's Day weekend.
Yes, there are some notable trends in alcohol sales over the years. Since 2010, spirits have gained market share, while beer has lost market share. The rise in popularity of higher-end spirits, such as vodka and whiskey, has contributed to this shift. Online alcohol sales have also seen significant growth, particularly during the pandemic.
