Super Bowl LX bev-alc sales failed to surpass 2025 levels, but the trends aren’t as bad as they may seem on the surface, Circana EVP of BevAl Scott Scanlon reported with the latest off-premise scans.
The end of January also brought an end to bev-alc’s 2026 growth trends, according to the latest weekly report from Circana EVP of BevAl Scott Scanlon.
The ripples of green that graced most of bev-alc off-premise scans through the first few weeks of 2026 expanded to a full blown ocean in the latest week, with double-digit year-over-year (YoY) growth recorded across nearly every major category, according to the latest report from market research firm Circana.
Off-premise beverage-alcohol sales recorded a third consecutive year-over-year (YoY) increase during the week ending January 11, according to market research firm Circana’s most recent weekly scan data report.
The first off-premise scans of 2026 have arrived, and they’re signaling a positive start for bev-alc in 2026.
“A day of shopping during the Christmas week can make a significant difference” to bev-alc’s off-premise scans, according to Circana EVP of BevAl, Scott Scanlon. Total bev-alc dollar sales were up 1% year-over-year (YoY) and 12% week-over-week (WoW) in the week ending December 28, which included Christmas Day (December 25).
Last week, “holiday magic” delivered positive off-premise bev-alc trends in mid-December scans, suggesting the industry might just have a bountiful Christmas and end to 2025. However, in the latest report, “the Grinch stole the green,” according to Circana EVP of BevAl, Scott Scanlon.
Total bev-alc dollar sales fell 23% week-over-week (WoW) in an expected post-Thankgiving dive, Circana EVP, BevAl Scott Scanlon shared in the market research firm’s latest week report (data ending December 7).
Thanksgiving helped bev-alc maintain its positive growth trajectory – at least compared to earlier this fall – Circana EVP, BevAl Scott Scanlon shared in this week’s off-premise scans report.
Beer bounced back in the latest scans after a “dismal performance” in the prior week, according to Circana and the market research firm’s EVP of BevAl, Scott Scanlon.
Bev-alc had a “slight bounce” back in the latest week, with dollar sales in Circana-tracked off-premise channels increasing 1% week-over-week (WoW) in the period ending November 16, compared to the week ending November 9, Circana EVP of BevAl Scott Scanlon reported. However, bev-alc sales remained in the red compared to 2024.
As Circana EVP of BevAl Scott Scanlon put it: “The improved data from the Halloween holiday was fun while it lasted.” Scanlon’s somber comments accompanied Circana’s latest weekly off-premise scans report, in which total bev-alc dollar sales declined 4.5% year-over-year (YoY) and 6% week-over-week (WoW), for the period ending November 9.
Halloween is officially logged in bev-alc scan data and there’s no reason to be afraid, Circana EVP of BevAl Scott Scanlon wrote. During the week ending November 2, total beverage-alcohol dollar sales declined 2.3% year-over-year (YoY), but increased 4% week-over-week (WoW).
The latest weekly beverage-alcohol scan data report from market research firm Circana carried a content warning for “ugly comps.” “This week’s data needs to come with advanced warning to prepare for impact,” Circana EVP of BevAl Scott Scanlon wrote.
