Draft beer recorded gains in both volume (+12%) and dollar sales (+32%) year-over-year (YoY) during Memorial Day weekend, on-premise data firm BeerBoard reported.
“Despite less-than-desirable weather across most of the U.S. over 2024 Memorial Day weekend, on-premise performance data shows a promising increase in not only the amount of draft beer consumed, but also overall sales when compared to last year,” the Syracuse, New York-based firm wrote.
Craft beer accounted for a plurality of dollar sales (44%), while light lagers were the most poured by volume (41%). Molson Coors’ Blue Moon Belgian White was the most poured craft offering overall, and New Belgium Voodoo Ranger Juicy Haze IPA was the most poured IPA, BeerBoard wrote.
Anheuser-Busch InBev’s (A-B) Michelob Ultra was the No. 1 draft beer overall and recorded volume gains of +13.8% compared to Memorial Day weekend in 2023.
Molson Coors’ Miller Lite and Coors Light swapped places, ending the weekend at No. 2 and No. 3, respectively. Miller Lite’s volume declined -5% YoY, while Coors Light’s volume dropped -14.5%, according to BeerBoard.
Draft volume of Constellation Brands’ Modelo Especial increased +13.8% to make it the No. 4 beer on draft, the best-selling import and No. 2 beer overall, when packaged sales were included.
Draft volume for A-B’s Bud Light declined -6% YoY, dropping one spot to the No. 5 draft beer overall during the holiday weekend. Bud Light has not been the No. 1 draft beer – a spot it long held – since February 2023, according to BeerBoard. The brand was targeted by conservative-led boycotts that began in April 2023 and has suffered precipitous losses in share.
The rest of the top 10 draft beers during Memorial Day weekend were No. 6 Heineken’s Dos Equis, No. 7 Molson Coors’ Blue Moon Belgian White, No. 8 Yuengling Lager, No. 9 A-B’s Busch Light and No. 10 A-B’s Stella Artois.
Beyond the top 10, below premium lagers surged, likely driven by rising costs. In April, beer away from home increased its consumer price index (CPI) +4% YoY, outpacing overall bev-alc, wine and spirits.
“With all the talk of consumers cutting back, a return to affordable draft lagers was evident, with Busch Light increasing by 46% volume share,” BeerBoard wrote. “Coors Banquet (+7%) and Pabst Blue Ribbon (+20%) also gained in volume share compared to 2023.”
Imports led on-premise packaged sales in both dollars and volume, accounting for 46% in both metrics. Lagers were the lead style in bottles and cans and increased their dollar share by +45%, driven by Constellation’s Corona Extra.
The top five best-selling hard seltzers represented a rainbow of flavors:
- No. 1 Mark Anthony Brands’ White Claw Black Cherry;
- No. 2 Gallo’s High Noon Pineapple;
- No. 3 Boston Beer’s Truly Wild Berry;
- No. 4 White Claw Mango;
- No. 5 A-B’s NÜTRL Watermelon.
Margaritas accounted for 50% of all cocktails sold during the holiday weekend, driving tequila into the No. 1 spirits spot, according to BeerBoard. Tito’s Vodka was the top spirits brand in both volume and dollar sales followed by Sauza, Hennessy VS Cognac, Jack Daniel’s and Bacardi.
White wine dominated wine sales with 59% of volume, according to BeerBoard. Pinot Grigio and Chardonnay tied for top style, with Ecco Domani Pinot Grigio and Chateau Ste. Michelle Chardonnay at No. 1 and No. 2, respectively. Josh Cabernet was the third best-selling wine brand, followed by La Marca Prosecco and Chloe Pinot Grigio.