Domestic Beer Dominates the On-Premise During NFL Kickoff

BeerBoard’s NFL Opening Sunday Report featured on “Beer Business Daily”

September 14, 2017
Excerpt from Beer Business Daily

God bless the opening Sunday of the NFL season. If there’s a weekend over the summer that we know beer still dominates, particularly in the on-premise, it’s the NFL’s opening weekend.

BeerBoard’s latest “Pour Report” provides us with a snapshot of how the category performed in the channel this past Sunday.

Recall that the digital analytics/menu board company monitors more than 50,000 draft lines and 35,000 products at large on-premise retailer clients across America, like Buffalo Wild Wings, Hooters, Twin Peaks, BJ’s and more. So it’s not the end all be all for Opening Sunday insights, but it does give us a nice little snapshot of the on-premise.

The category saw a significant lift in overall consumption on Opening Sunday, up 36.6% over the Sunday prior (September 3), and a 7.2% jump over Opening Sunday in 2016.

Domestics dominated the day, accounting for 50.5% of the beers ordered, but fell short of last year’s performance, down 6.3% in consumption. Compared to the week prior, however, domestics were up 12.4%. Miller Lite led the way here, up 19.1% over the previous Sunday. And Bud Light followed, up 12.6%.

As for craft, well, the segment saw a modest lift in consumption over the year prior, up 4.6%, but saw a double-digit decline compared to the week prior, down 17%. It was a similar story for craft’s hottest and largest style. IPAs were up 15.3% versus a year ago, but down 18.9% compared to the previous Sunday.

Again, this is only a snapshot of the on-premise, and these aren’t your craft centric bars mind you, but the data does appear to substantiate the widely held assumption that consumers will quaff more premium light than craft over the course of a game at a bar.

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