All key states experienced double-digit positive velocity on Memorial Day, May 30, compared with the previous Monday. Total U.S. sales were up 30%, driven by a 26% increase in traffic, according to CGA’s BeverageTrak data. California experienced an especially strong day, with average outlet velocity up +45%.
“The channel can expect another welcome boost of sales with Father’s Day around the corner,” said Matthew Crompton, CGA Regional Director, North America. In 2021, Father’s Day was second only to Mother’s Day, with trends of +60% vs the average Sunday of the year to date. Father’s Day “is a key On Premise date for Spirits, as it’s the third biggest Sunday of the year. It’s the biggest for beer sales, with craft beers leading the way. On Premise event analysis plays an important role in channel strategies and understanding sales dynamics and beverage trends enables suppliers and Operators to plan accordingly for maximum return on such occasions,” Crompton said.
Trends are variable by state, CGA notes, observing that Illinois (+20%), New York (+16%) and California (+12%) were ahead of 2021 for the week ended May 28, while Florida (-11%) and Texas (-3%) remained slightly behind.