That’ according to BeerBoard, which reports on-premise drink sales were up 79.7% compared to 2020 Thanksgiving Eve and even up 8.4% compared to 2019 Thanksgiving Eve. These bumps were even more significant in major cities such as Chicago, which saw a 143.6% increase over 2020, and New York, which saw a 97.7% increase over 2020. BeerBoard also analyzed its hometown of Syracuse, which saw an increase of 107.8% compared to 2020.
On the night before Thanksgiving, which is widely celebrated with hometown friends and long-lost high school classmates, Light Lager continued to hold a firm grip on beer drinkers across the nation as the first-choice beer, followed by Lagers, IPAs, Belgian and White Ales, and Stouts and Porters. The top brands poured on Thanksgiving Eve were Bud Light, Michelob Ultra, Miller Lite, Coors Light, Modelo Especial, Dos Equis, Blue Moon, Pabst Blue Ribbon, Stella Artois and Yuengling, respectively.
“Thanksgiving Eve might be the most underrated holiday of the year, yet it’s one the most popular nights to grab a beer and catch up with those you haven’t seen in a while,” said BeerBoard Founder and CEO Mark Young. “So, as a technology and insights leader for the liquor, beer and wine sectors, we leverage our revolutionary technology to ensure the industry is prepared for nights like these. By creating reports on beer consumption across major – or unrecognized – holidays, sporting events and pop-culture events in America, we help retailers, brewers and distributors make informed, data-driven decisions based on significant market trends.”