As the festive season approaches, beverage manufacturers should be gearing up for a golden window of opportunity. From Halloween through to New Year’s Eve, consumer engagement with the On Premise channel surges—bringing with it a ripple effect that can boost retail sales and brand visibility.
Halloween: The Kick-Off to Festive Spending
Halloween marks the start of the seasonal upswing, with 22% of consumers planning to visit the On-Premise. While not the biggest holiday for footfall, it’s notable that 13% of those going out are prioritising their spending, making it a valuable date for premium and themed beverage activations.
Bonfire Night: A Spark for Social Occasions
18% of consumers plan to visit the On-Premise for Bonfire Night, often combining outdoor celebrations with pub visits. This is a prime opportunity for warm serves, seasonal cocktails, and stout promotions that align with colder weather and communal gatherings.
Christmas: The Crown Jewel of the Season
Christmas is the most commercially significant period, with 2 in 5 consumers planning On-Premise visits. Notably, Christmas Eve sees the highest engagement, with 54% of festive-goers heading out on the 24th, compared to 37% on Christmas Day and 39% on Boxing Day.
In 2024, the category saw strong performance from Vodka (+0.7pp vs YA), Cream liqueurs and short serves like Baby Guinness. In LAD category, Stout is a standout performer (+2.1pp vs YA). Brands should lean into festive formats and premium offerings to capture consumer interest.
Mad Friday: The Unsung Hero
Often overlooked, Mad Friday—the last Friday before Christmas—has historically driven significant sales growth. It’s a key date for celebratory outings, office parties, and spontaneous socialising. Beverage brands should consider targeted promotions and On-Premise partnerships to maximise visibility.
New Year’s Eve: Closing the Year with a Bang
1 in 3 consumers plan to go out for New Year’s Eve, and 31% are prioritising their spending. This is a high-impact moment for sparkling wines, celebratory cocktails, and premium spirits. It’s also a chance to reinforce brand personas that align with celebration, luxury, and new beginnings.
Capturing the festive spirit
These key dates aren’t just about On Premise sales—they create a halo effect that influences retail behaviour. Consumers inspired by festive experiences often seek out the same brands and formats in-store, making it essential to leverage and align On-Premise activations with retail visibility.
Whether it’s themed packaging, limited-edition flavours, or cross-channel campaigns, the festive season offers a unique chance to build brand equity and drive volume.
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