| As to be expected, on-premise beer volumes were down significantly (-57.3%) on Thanksgiving Eve compared to 2019 Thanksgiving Eve, BeerBoard reported.
But the positive news for the On-Premise was that the “Thanksgiving Eve bump” was still there over a “regular Wednesday.” In 2020, there was a 77.4% lift nationally when compared to the previous Wednesday (the “Regular Wednesday” in our data).
While Thanksgiving Eve is a boon for retailers everywhere, the Northeast led the country in lift for the second straight year. The region realized an overall jump of +56.1% (again over the previous Wednesday), the largest such gain for any region in the country. Other leaders included California (+40.8%) and the Southeast (+30.3%).
On this night, Light Lager continues to have a firm grip on the No. 1 position followed by Lagers at No. 2 and IPA at No. 3. |
