All three bev-alc categories recorded double-digit on-premise sales increases on Mother’s Day compared to the average Sunday in 2024, according to NIQ-owned on-premise data firm CGA.
Wine had the greatest uplift at +77%, followed by beer (+48%) and spirits (+42%). Imports led the beer category, with a +53% lift in sales compared to an average Sunday, CGA reported.
Beer sales more than doubled (+105%) at fine dining restaurants compared to the average Sunday, nearly matched by wine (+93%) and spirits (+91%).
Still, sales of all bev-alc categories declined compared to Mother’s Day 2023 led by spirits (-8%) and followed by wine (-4%) and beer (-3%), which CGA attributed to “a decrease in quantity across all the alcohol categories.”
Hard seltzer (-20%) recorded the steepest decline from last year, followed by domestic premiums (-3%). Both below premiums (+18%) and imports (+5%) increased sales, according to CGA.
CGA expects on-premise establishments “to see an uplift in velocity” on Father’s Day (June 16) based on last year’s performance. In 2023, Father’s Day was the third-most valuable Sunday of the year for bars and restaurants, after Mother’s Day and New Year’s Eve, according to CGA.
On-Premise Value +12% Year-Over-Year Nationwide in Latest 12 Weeks
Value velocity (the average dollar sales per outlet) has increased +12% year-over-year (YoY), to $973,745, in the 12-week period ending June 1, CGA reported.
That trend is decelerating, as value velocity has only increased +2% YoY, to $80,445, in the week ending June 1. Although ticket counts increased +3%, to 1,607, in the period, gains were mitigated by a -1% decline in check value, to $50.05.
Velocity in all of CGA’s tracked markets declined or was flat week-over-week (WoW) for the period ending June 1, as on-premise traffic returned to normal for the week following Memorial Day weekend. Illinois recorded the steepest WoW drop at -8%, followed by Texas (-7%), New York (-5%) and Florida (-2%). California was flat.
New York recorded the largest increase YoY at +15%, followed by Texas (+2%). Illinois was flat YoY, while California (-3%) and Florida (-1%) recorded declines.