In the summer months, beer consumption of both premium beer and budget beer spikes up in the United States. In 2017, domestic super premium and domestic premium beer sold for 40 percent and 39 percent within on premise sources, and the increase particularly went up 8 percent in the surrounding weeks of the 4th of July.
On off premise, sales trends shared similarities throughout the summer months with an increase of 36 percent and 34 percent of domestic super premium and domestic premium annual sales. During the 2 weeks around the 4th of July, domestic premium beer accumulated $648 million in sales amounting to more sales out of any category.
Budget beer increased by 32 percent in sales in the summer of 2017, but only 2 percent originated from the 4 weeks around the 4th of July on off premise channels. In comparison, on premise channels sold 7.5 percent during the national holiday period, and especially around Memorial day.
During the surrounding 2 week of Memorial day in 2017, on premise sales amounted to FMB/Coolers made 24 percent in sales (3.3 percent more), domestic super premium beer made 18 percent (0.1 percent more), import beer made 17 percent (2 percent more), craft beer made 16 percent (1 percent more), cider made 15 percent (1.1 percent more), domestic premium beer made 13 percent (2.8 percent more), and budget beer made 5 percent (0.4 percent more.)
However, the surrounding weeks of the 4th of July including the total US AOC, convention, military and liquor plus off premise sales amounted to $648 million in sales of domestic premium beer, $376.3 million in sales of imported beer, $248 million in sales of craft beer, $169.9 million in sales of flavored malt/coolers and $135 million in sales of domestic super premium beer.
Source: Nielsen, June 2018