The Super Bowl is “not known for being a typically on-premise event,” but “there are certain markets which do perform well,” according to the report. Still, beer (-6%), spirits (-7%) and wine (-19%) all recorded sales velocity declines versus last year’s celebration. The year-over-year (YoY) declines were also driven by a decline in average check value (-4%), despite continued reports of price hikes. Ticket counts were flat YoY.
All three bev-alc categories were down double-digits versus an average Sunday in 2024: beer -25%, spirits -29% and wine -38%.
On a positive note, drinking outlets saw a YoY boost, increasing sales velocity +16%, driven by a higher average check value. Neighborhood bars recorded a +11% increase in sales velocity, followed by sports bars (+7%), which were bolstered by the average check “fetching 1.5X the value of last year.”
Within sports bars, wine (+18%) and beer (+6%) both recorded YoY velocity gains. Spirits sales were still down -2%.
Drinking outlets were also up versus an average Sunday this year (+21%), driven by an increase in traffic. Sports bars increased sales velocity +35% versus the average, making the Super Bowl the “most valuable Sunday for the average sports bar in 2024 so far.”
CGA also shared on-premise performance numbers for Valentine’s Day (Wednesday, February 14). The holiday was the “most valuable” Wednesday so far in 2024 for total on-premise sales, with sales velocity increasing +126% versus an average Wednesday year-to-date. The triple-digit boost was driven by a +98% increase in traffic, and a +14% increase in check value.
Wine recorded the largest increase in sale velocity versus an average Wednesday (+108%), followed by spirits (+93%) and beer (+85%).
Fine dining restaurants saw the largest holiday boost, with sales velocity up +144% versus an average Wednesday. Wine (+131%), spirits (+107%) and beer (+100%) all recorded triple-digit increases in the channel.
The on-premise was also up +8% versus Valentine’s Day 2023, thanks to a +9% increase in ticket count. Check value was down -1% YoY.
Beer recorded the largest YoY gains (+16%), followed by spirits (+1%). Wine was down -3% YoY. Beer performed best in casual dining (+16% YoY), fine dining (+11%) and polished casual (+9%) restaurants. Spirits also recorded its largest gains in casual dining (+19%), but was down in fine dining (-7%) and polished casual (-9%). Wine was flat or negative across all eating outlets.
In the latest week (ending February 24), on-premise sales velocity was up +6% YoY, driven by a +6% increase in ticket count, while check value was flat. Over the last 12 weeks, the on-premise has declined -2% versus the same period in 2023.
New York recorded the largest YoY velocity gains (+14%), despite recording a -1% decline week-over-week (WoW).
The other observed key states performed as follows:
- Illinois flat YoY, -5% WoW;
- California +2% YoY, -4% WoW;
- Texas +3% YoY, -7% WoW;
- Florida +3% YoY, -5% WoW.