One-in-three consumers plan to celebrate Fourth of July weekend at bars, restaurants, and other on-premise venues, according to NIQ-owned on-premise data firm CGA.
The data from Independence Day 2023 paints an optimistic picture: July 4 ranked as the second-most valuable Tuesday of the year for the on-premise, with a +6% velocity uplift compared to the average Tuesday, driven by a +10% increase in foot traffic.
The effect goes beyond the actual day itself, extending across the long weekend that follows this year’s holiday. There was a notable boost on the eve of Independence Day last year, and the preceding Monday became the most valuable Monday of 2023 for the average U.S. on-premise outlet (+27%). This trend was particularly pronounced in bars versus restaurants, which saw a +36% increase compared to the average Monday.
This year’s July 4 holiday falls on a Thursday.
Last year, beer and spirits each enjoyed a +8% uplift in sales velocity on July 4 compared to the average Tuesday, making it the second-most valuable Tuesday of 2023 for beer and the third-most valuable for spirits. The trend repeated on the Monday before the holiday, with sales velocity up for spirits (+36%) and beer (+31%) over their respective averages.
Delving into beer category segments: Hard seltzer and below-premium also saw the highest sales uplifts compared to the average Tuesday. Craft beer remained the top performer in terms of sales velocity, rising +3%.
Expect consumers to congregate at neighborhood bars, which led drinking outlets on both Monday (+61%) and Tuesday (+56%). Venue capacity levels are expected to be at their highest early evening (5-8 p.m.), which emerges as the peak time for almost half (46%) of consumers, followed by happy hour, late evening (8-10 p.m.), and mid-afternoon (2-5 p.m.).
Summer Heats Up with More Bar and Restaurant Visits
In terms of broader seasonal drinking trends, more than a quarter of consumers (27%) say they expect to visit bars, restaurants and similar venues more often in the summer than they have in 2024 so far – compared to only 16% who plan to go out less, according to CGA. Among those aged 21-34, the number who expect to increase their visits is even higher at 45%.
On-premise has been heating up with the weather: Velocity in the final full week of April was up +7% compared to the same period in 2023, driven by uplifts in both traffic (+5%) and check value (+3%). Nine-out-of-10 (89%) consumers went out to eat in on-premise spots in May, while nearly half (45%) visited for a drink.
Data suggests early evening will continue to be a lucrative day part past the July 4 holiday: Half of U.S. consumers expect to drink out between 5-8 p.m., while 40% plan to visit during happy hour.
Among those planning daytime drinks, more than one-third expect to visit casual dining chains (41%) and independent restaurants (36%). Neighborhood bars (31%) and sports bars (31%) are other popular destinations.
Beer (41%), soft drinks (32%) and cocktails (31%) are the three most common summer drink choices, while vodka (25%) and tequila (24%) are the two most-wanted spirits. In addition, more than a third of consumers plan to drink cider in bars, restaurants, or similar venues this summer, increasing +19 percentage points to 57% of consumers in the 21-34 age group.