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CGA by NIQ | Beer and Spirits Outperform Last Year’s St Patrick’s Day Weekend Sales

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April 15th – CGA’s BeverageTrak solution combines powerful datasets to provide a view of how brands and categories are being consumed, when and at what price. Featuring day and daypart tracking, this enables sales and marketing teams to measure performance and activation ROI to develop effective strategies.

Total U.S.

Recent weeks for the US On Premise have been steady, with a slight growth of +1% in the week to 30 March, followed by a dip of -1% in the most recent week. 

The latest week sees a slight reduction in ticket counts (-4%), although average check values increased by +2% vs the previous week.

Velocity is currently +8% up vs last year for Total US. These trends are driven by an uplift in traffic (+8%), while average check values are at the same level as 2023.

On St Patrick’s Day 2024 both Beer (+7%) and Spirits (+5%) performed better than the average Sunday of 2024 to date, while Wine (-3%) was slightly down vs average. Spirits sales were driven by a strong performance within Whiskey, with velocity +8% greater than the average Sunday.

Florida

  • Sales velocity is now -1% year-over-year (comparing the same week one year prior)
  • Sales velocity is now -6% vs March 30, 2024

Illinois

  • Sales velocity is now +6% year-over-year (comparing the same week one year prior)
  • Sales velocity is now +2% vs March 30, 2024

California

  • Sales velocity is now -1% year-over-year (comparing the same week one year prior)
  • Sales velocity is now 0% vs March 30, 2024

New York

  • Sales velocity is now +28% year-over-year (comparing the same week one year prior)
  • Sales velocity is now +4% vs March 30, 2024

Texas

  • Sales velocity is now +13% year-over-year (comparing the same week one year prior)
  • Sales velocity is now +3% vs March 30, 2024

Matthew Crompton, CGA by NIQ Vice President – Account Development, said: “It’s positive to see velocity trends for Total US up +8% on last year, although this is variable State-by-State. Check value remains flat compared to the previous year, indicating that these trends are driven an uplift in footfall to bars and restaurants. St Patrick’s day fell on a Sunday this year, as opposed to a Friday in 2023, meaning trends are unsurprisingly down for this occasion when compared to last year. However, looking at the Friday-Sunday weekend gives a clearer picture where both Beer and Spirits outperformed the year prior.  Both categories performed better than the average Sunday of 2024 to date, reminding brands to look ahead to key On Premise occasions and prioritize meeting these consumers’ needs”

CGA’s On Premise Impact Report is a fortnightly sales report evaluating the most recent $ sales velocity performances across the US and different sales dynamics across the different states. To find out more about the full subscription of reports, including analytics, download more information here, and the latest On Premise snapshot can be found here, or contact Matthew Crompton at Matthew.Crompton@nielseniq.com.

About CGA by NIQ

CGA by NIQ provides definitive On Premise consumer intelligence that reveals new pathways to growth for the world’s most successful food and drink brands. With more than 30 years of best-in-class research, data, and analytics, CGA by NIQ provides the Full View(TM).

CGA by NIQ works with food and beverage suppliers, consumer brand owners, wholesalers, government entities, pubs, bars, and restaurants to protect and shape the future of the On Premise experience. Using the most complete and clear understanding of measurement and insights, CGA by NIQ provides a competitive edge to guide winning strategies for On Premise businesses.

NIQ was founded in 1923 and is an Advent International portfolio company. For more information, visit NIQ.com or www.cgastrategy.com

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