Father’s Day was the ‘most valuable Sunday” so far this year for bev-alc in the on-premise channel, according to CGA, a NIQ on-premise market research firm.
Beer on-premise sales velocity increased +80% on Father’s Day (June 18) versus an average Sunday in 2023, the largest increase among bev-alc, above wine (+64%) and spirits (+58%). All three bev-alc categories were also up versus Father’s Day 2022.
Import beer recorded the largest increase in the beer category (+96% versus an average Sunday), followed closely behind by craft (+95%).
Overall, the on-premise recorded a +49% increase in sales velocity versus an average Sunday year-to-date, and a +8% increase versus Father’s Day 2022. The increase was driven by a +21% increase in traffic and +23% increase in check value versus an average Sunday.
Drink-led on-premise outlets recorded a +18% increase in sales velocity versus the average, while food-led outlets recorded a +51% increase. Both chain (+51%) and independent (+39%) outlets recorded significant increases during the day.
CGA also provided on-premise performance data from the latest week, ending June 24. On-premise sales velocity increased +4% versus 2022. However, in the last 12-week period, sales velocity decreased -9% year-over-year (YoY).
The average check value per outlet increased +6% YoY in the latest week, to $53.47. Ticket count per outlet declined -2% YoY, to 1,666 per week, but has been steadily increasing week-over-week (WoW) over the past five weeks.
All five key states observed by CGA recorded an increase in sales velocity WoW, led by Texas (+8%). Florida recorded the next largest WoW increase (+7%), followed by New York (+6%), California (+6%) and Illinois (+4%).
Four of the five states recorded a YoY increase: California (+6%), Florida (+6%), New York (+2%) and Texas (+1%). Illinois’ sales velocity decreased -1% YoY.