The Categories & Brands That ‘Won’ Thanksgiving

Liquor accounted for 45% of its Thanksgiving (Nov. 23-25) sales, Drizly reports. It held 45% of share over the stocking period, compared to just 41%  last year, a sure sign that consumer preferences for liquor will hold true through a historically wine-centric holiday season.

Wine took the second spot, experiencing a slight year-over-year decline to 43% in 2021 from 44% in 2020, and beer experienced a decline of three percentage points year-over-year (to 12% from 15%).

The 10 top-selling liquor brands on Drizly during the Thanksgiving sell period were (in order) Tito’s, Casamigoes, Johnnie Walker, Don Julio, Bullett, Jack Daniel’s, Clase Azul, Jameson, The Macallan and Smirnoff.

Premium and luxury brands were winners over Thanksgiving 2021, with Champagne and sparkling wine making a strong showing in the wine category. “Despite discussion of Champagne shortages, Champagne continues to top both the top-selling SKU and brand lists from the wine category in the days leading up to Thanksgiving in 2021 on Drizly,” says Liz Paquette, Drizly’s director of consumer insights. .

Veuve Clicquot Brut Yellow Label Champagne topped the wine SKUs list this year, as it did last year, while Moët & Chandon Impérial Brut Champagne climbed up the ranks (to No. 6 this year from No. 9 last year) and Dom Pérignon Vintage Champagne came from behind to enter the top 10 wine SKUs at No. 5. La Marca Prosecco, a more affordable sparkling option, bumped down popular reds like Josh Cellars Cabernet Sauvignon and The Prisoner Red Blend Red Wine — the latter of which didn’t even make the top 10 this year, despite being the second-best selling wine over Thanksgiving 2020.

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