Arabella Franco
The Super Bowl is the beer-centric celebration that has the highest beer sales of the year. Nielsen data shows that beer sales peak during the two-week period surrounding the Super Bowl. However, it is important to note that beer sales are seasonal and weather plays a significant role in the overall beer sales of the year.
| Characteristics | Values |
|---|---|
| Super Bowl | 7th place |
| Halloween | 6th place |
| Easter | No longer registers |
| Father's Day | No longer registers |
| St. Patrick's Day | Trails many public holidays |
| Climate | Weather |
What You'll Learn
Super Bowl Sunday
The Super Bowl and beer seemingly go together, but that’s not always so. Nielsen data is for “Case Sales”. In other words, not kegs. And a lot of holiday or event parties include kegs. For example, every year I was with BevMo our number one weekend for keg sales was Halloween. But in the Nielsen data, it doesn’t even crack the top eight. To me, that suggests another one of the limitations of their list. It’s just common sense. You can’t tell me more people drink beer for Easter than Halloween. Again, that’s because the data is imperfect and not comprehensive. It’s just a snapshot of one particular portion of the beer market.
If you want to include a week in which the holiday falls on a Sunday, you have to include the week prior and the week of to get all the relevant sales data.
Pomranz certainly gives seasonality its due, concluding that “[i]f you were to normalize sales to account for weekly seasonal changes in overall beer sales, the often beer-centric celebration of the Super Bowl would most likely move significantly up the list.” That’s because climate — the weather — plays a HUGE part in beer sales that can’t be overstated. When the thermometer ticks up, beer sales go up. When it’s time to put on a sweater, beer sales plummet. It’s always been very seasonal that way. But even my old bosses at BevMo failed to recognize its importance and would routinely blame me for poor beer sales (or at least not hitting sales goals) when forces out of my control would hurt the amount of beer people bought.
The Super Bowl is a beer-centric celebration and climate plays a huge part in beer sales. When the thermometer ticks up, beer sales go up. When it’s time to put on a sweater, beer sales plummet. It’s always been very seasonal that way.
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Halloween
Super Bowl Sunday is the 8th biggest beer day of the year, according to Nielsen. The Super Bowl is a beer-centric celebration and climate plays a huge part in beer sales.
St. Patrick's Day is not the biggest-selling beer event, according to Nielsen.
Easter and Father's Day no longer register in the top 8 beer sales days, according to Nielsen.
Climate plays a huge part in beer sales that can't be overstated. When the thermometer ticks up, beer sales go up. When it’s time to put on a sweater, beer sales plummet.
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St. Patrick's Day
The Super Bowl is a beer-centric celebration that is more popular than St. Patrick's Day. The weather also plays a significant role in beer sales. When the temperature rises, beer sales increase, and when it's cold, they decrease.
The holiday is celebrated with parades, music, and food, and beer is a common drink during the celebrations. The holiday is also associated with Irish culture and Irish heritage.
While St. Patrick's Day is a popular holiday, it is not the biggest-selling beer event, according to Nielsen. The Super Bowl is a beer-centric celebration that is more popular than St. Patrick's Day. The weather also plays a significant role in beer sales. When the temperature rises, beer sales increase, and when it's cold, they decrease.
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Easter
The Super Bowl and beer seemingly go together, but that’s not always so. St. Patrick's Day and beer are seemingly made for each other, but not as much as you might think. The holiday is not the biggest-selling beer event, according to Nielsen; in fact, it trails many public holidays.
The weather plays a huge part in beer sales, and when the thermometer ticks up, beer sales go up. When it’s time to put on a sweater, beer sales plummet. It’s always been very seasonal that way.
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Father's Day
According to Nielsen, the top 8 beer sales days are:
- The Super Bowl
- Halloween
- Easter
- St. Patrick's Day
- Other public holidays
However, it's important to note that Nielsen's data is for "Case Sales", which does not include keg sales. Many holiday or event parties include kegs, so this data may not be comprehensive.
Climate and weather also play a significant role in beer sales. When the weather is warm, beer sales tend to increase, while they decrease when it's cold.
Overall, while Father's Day is a significant day for beer sales, it's important to consider other factors that may also be influencing sales.
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Frequently asked questions
Beer sales are highest on Super Bowl Sunday, according to Nielsen data.
Beer sales are highest on Super Bowl Sunday because climate plays a huge part in beer sales. When the weather is warm, beer sales go up.
The second highest day of beer sales is Halloween.
