Ahead of the Labor Day long weekend in two weeks' time, the US On Premise has continued to follow trends similar to those of 2021 over recent weeks with velocity remaining steady - while in the most recent week, check value was positive (+1%) with traffic slightly down versus the previous week (-1%).
Coming up on the first Monday in September is Labor Day. Based on past trends, an uplift in velocity for both the Monday and the preceding weekend is expected - with the holiday being the second biggest Monday in 2021 with velocity trends of +54% versus the average Monday to date. These trends were largely driven by traffic (+46%), with check value also positive (+6%). While Labor Day was the second biggest Monday of 2021 for Eating venues (+52%), it was the biggest Monday for Drinking (+67%) led by Neighborhood Bars (+78%).
CGA's BeverageTrak solution combines powerful datasets to provide a view of how brands and categories are being consumed, when and at what price. Featuring day and daypart tracking, this enables sales and marketing teams to measure performance and activation ROI to develop effective strategies.
Total U.S.
. With no major events or holidays taking place, daily trends over the last couple of weeks have been steady, with largely flat trends over each day in the most recent two weeks.
. All key states are positive versus 2021, with California (+10%) and New York (+10%) experiencing the greatest velocity uplift.
Florida
. Sales velocity is now +4% year-over-year (comparing the same week one year prior)
. Sales velocity is now -1% vs August 6, 2022
Illinois
. Sales velocity is now +8% year-over-year (comparing the same week one year prior)
. Sales velocity is now +3% vs August 6, 2022
California
. Sales velocity is now +10% year-over-year (comparing the same week one year prior)
. Sales velocity is now +1% vs August 6, 2022
New York
. Sales velocity is now +10% year-over-year (comparing the same week one year prior)
. Sales velocity is now +2% vs August 6, 2022
Texas
. Sales velocity is now +2% year-over-year (comparing the same week one year prior)
. Sales velocity is now +0% vs August 6, 2022
Matthew Crompton, CGA Regional Director - North America, said: "Labor Day typically has a significant impact on the On Premise in terms of boosting traffic and check value, highlighting that it's never been more important for suppliers to understand exactly where the opportunities lie for these key events. Event analysis is only one of the key benefits of CGA's BeverageTrak solution, with our On Premise Impact Report just scratching the surface with what we can provide in terms of insights. We can also drill down all the way to brand level, to ensure suppliers can understand which brands win and where."
CGA's On Premise Impact Report is a fortnightly sales report evaluating the different dynamics across the US and the impact of On Premise trends. For more information and support understanding these different dynamics, and developing channel-specific strategies, contact Matthew Crompton at Matthew.Crompton@cgastrategy.com
