The return of the NFL and college football was a good sign for on-premise establishments, leading to what BeerBoard founder and CEO Mark Young described as the “Dak Prescott Impact in Dallas,” named for the Cowboys quarterback.
“Dak had a big impact on the bar business in Dallas,” Young said. “That was well-above the trend, the overall 20% lift, we saw over a 50% lift in the Dallas market.”
Young and Jim Randall, BeerBoard’s VP of strategic development, offered additional insights into the on-premise channel in 2021, including the return of football. They also discuss how retailers are approaching the fall and winter amid the delta variant of COVID-19; the rightsizing of tap space; and the opportunities for craft brewers in experiential spaces, including movie theaters and Topgolf outlets.
“I don’t think people realize how much beer is sold in movie theaters these days,” Randall said.
Find out more in the latest installment of Data Club. Watch the video above, and check the Brewbound event calendar for upcoming on-demand streaming shows.