Beer is at the top of most Independence Day revelers’ shopping lists, according to market research firm Numerator.
Of the 48% of celebrators who plan to purchase alcohol, 75% plan to buy beer, far outpacing spirits (40%), wine (38%), and ready-to-drink canned cocktails and hard seltzer (35%).
Wine’s purchase intention increases geographically, with 51% of consumers planning to buy alcohol in the Northeast reporting it on their lists. Champagne and sparkling wine over-index in the West, with 17% of consumers planning to purchase, compared to 8% nationwide, according to Numerator.
By all accounts, July 4 is an off-premise holiday, with 6% of consumers planning to go out for a drink and 5% saying they will go out to eat or order takeout.
The exception is Generation Z – 19% of those respondents plan to go out for drinks and 13% for a meal, while 10% plan to order takeout, according to Numerator.
Of the 73% of people planning to celebrate the holiday, 63% will do their shopping at grocery stores, 54% at big box and club stores and 26% at liquor stores.