Beverage Industry logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Beverage Industry logo
  • NEWS
    • R&D News
    • Supplier News
  • PRODUCTS
    • New Products
    • Reader's Choice Poll
  • CATEGORIES
    • Alternative Drinks
    • Beer
    • Bottled Water
    • Cannabis Beverages
    • Carbonated Soft Drinks
    • Energy Drinks & Shots
    • Juice & Juice Drinks
    • Plant-Based Beverages
    • Sports Drinks
    • Tea and Coffee
    • Wine & Spirits
  • R&D
    • Beverage R&D Features
    • Ingredient Spotlight
  • PACKAGING
    • New Packages
    • Packaging Equipment
    • Packaging Material
  • OPERATIONS
    • Distribution
    • Plant Focus
  • TOP LISTS
    • Beer Market Report
    • Executive of the Year
    • State of the Beverage Industry
    • Top 100 Beverage Companies
    • Truck Report
    • Wholesaler of the Year
  • MEDIA
    • eBook
    • Podcast
    • Polls
    • Videos
    • Webinars
  • DIRECTORIES
    • Annual Manual
    • Contract Packaging Guide
    • Take a Tour
  • MORE
    • Classifieds
    • Channel Strategies
    • eNewsletters
    • Events
      • Membrane Technology Forum
    • Interactive Product Spotlights
    • Market Insights
    • Sponsor Insights
    • Store
    • White Papers
  • EMAG
    • eMagazine
    • Archived Issues
    • Advertise
  • SIGN UP!
Beverage NewsChannel StrategiesWine & Spirits

Thanksgiving holiday offers opportunities for on-premise outlets

Wine outperforms spirits, beer, cocktails and beer during holiday time

Beverage News
November 26, 2019

The latest consumer data from New York-based Nielsen CGA has revealed that Thanksgiving is the most valuable annual occasion for still wine, providing ample opportunity for local bars and restaurants expecting an influx of hometown consumers this week, it says. Wine outperforms spirits, beer, cocktails and soft drinks in that 39 percent of U.S. consumers choose to drink wine when out-of-home during the Thanksgiving period, with significant opportunity for wine-led bars as well as specific dining channels where wine and food pairings are key.

“As one of the key holidays of the year, Thanksgiving and the days that surround it represent a great opportunity for suppliers and retailers in the on-premise,” said Matthew Crompton, director of Nielsen CGA client solutions, in a statement. “This time of year is often bigger for suburban/rural neighborhoods as opposed to urban ones, as many people retreat to their family homes for the holiday. And although the traditional Thanksgiving meal is often a home-based affair, the rest of the week represents a great opportunity for dining-led outlets to drive footfall, and our latest latest OPUS data reinforces that wine should not be forgotten during the occasion.”

Fine dining is a good example of a channel where wine benefits from its association with food. Forty-five percent of fine diners choose wine, with a considerable 44 percent of them choosing their drink because it complements their food. Upselling also is a strong factor driving wine sales in the fine dining channel, as 70 percent of fine diners have the propensity to trade up to a more expensive option.

Quality of food and drink is the number one factor driving consumer visitation and spend in the polished casual channel. With 40 percent of polished casual diners choosing their drink because it goes with their meal, wine has a specific advantage over other categories. Eighty percent of consumers in this channel also say brand is significant when choosing a drink, meaning there is a considerable opportunity to sell well-known brands and higher quality wines. Keeping the wine menu concise, clear and appealing straightforward also is beneficial as 63 percent of polished casual visitors chose the restaurant based on the menu, the company says. As 89 percent of polished casual diners say that staff and service are important to the experience, it’s also important for polished casual staff to be trained in both upselling and recommending wine.

Convenience of location is the second biggest factor driving consumers to a particular independently owned outlet, with locals looking for a “friendly” and “unique” experience. Forty-four percent of drinkers in the independently owned channel choose their drink because it goes with their food. With an emphasis on locality, consumers in this channel are also likely to value specific wine/drink menus that feature local brands that will enhance the overall experience of the food specific to their local restaurant. Crafting a specific Happy Hour special that caters to the increased demand for wine during the Thanksgiving week could be beneficial for sales as 72 percent of independently owned consumers visit the on-premise between 5 and 8 p.m., an ideal time frame for happy hour offers, Nielsen reports.

KEYWORDS: On-Premise red wine Thanksgiving white wine

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • top 100 beverage companies

    Top 100 Beverage Companies of 2024

    For the global beverage market, mergers and acquisitions...
    Beverage News
  • Chocolate, Strawberry, Vanilla shakes

    Classic flavors provide reliable, consistent results for beverage-makers

    Classic flavors of chocolate, vanilla and strawberry...
    Ingredient Spotlight
    By: Chloe Alverson
  • Free Spirits Instant Bar Bundle

    Lifestyle trends drive growth for non-alcohol category

    As lifestyle trends continue to drive growth for the...
    Wine & Spirits
    By: Lauren Sabetta
Manage My Account
  • eNewsletters
  • Online Registration
  • Subscription Customer Service
  • eMagazine Subscription
  • Manage My Preferences

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the Beverage Industry audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of Beverage Industry or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • Fourpeople toasting with cocktails made with low-sugar ingredients, celebrating healthier drink options.
    Sponsored byCargill

    What’s Hot in Sugar Reduction: Beverages

  • chocolate milk
    Sponsored byCargill

    Sweetening the Future for Dairy and Dairy-Alternative Beverages

  • woman pouring a drink
    Sponsored byFFP

    Building a Beverage System: Meeting Consumer Demand for Precision Wellness

Popular Stories

Sting Energy

PepsiCo, Sting Energy unveil global partnership with Formula 1

top 100 beverage companies

Top 100 Beverage Companies of 2024

people drinking Wynk

Mindful drinking prompts growth for THC beverages

Top 100 Beverage Companies of 2024

Events

April 16, 2025

2025 State of the Industry Series: Alcoholic Beverages

On Demand In Beverage Industry’s annual State of the Industry: The Alcohol Beverage Market, analysts at S&D Insights LLC delve into these trends and how they’re shaping the industry.

June 26, 2025

FAST. FOCUSED. FUELED: Delivering Energy Consumers Can Feel

Learn how to formulate products that deliver the energy experiences that people want, and keep them coming back for more.

View All Submit An Event

Poll

Retail Coffee Segment

What retail coffee segments will fare well into the next year?
View Results Poll Archive

Products

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

See More Products

Related Articles

  • Southern Glazers Wine and Spirits Executives.

    2019 Wholesaler of the Year: Southern Glazer’s Wine & Spirits

    See More
  • Tropical Smoothie Café released Citrus Cactus Smoothie as a limited-time offer last year.

    Specialty beverages, flavor exploration influences beverage menus

    See More
  • Jessica Jacobsen

    Alcohol-free innovations hit the on-premise market

    See More

Related Products

See More Products
  • bigfood.jpg

    Big Food: Critical perspectives on the global growth of the food and beverage industry

  • nanoinbev.jpg

    Nanoengineering in the Beverage Industry 1st Edition

  • nonmilk.jpg

    Milk-Based Beverages 1st Edition

See More Products
×

Elevate your expertise in the beverage marketplace with unparalleled insights and connections.

Join thousands of beverage professionals today. Shouldn’t you know what they know?

JOIN NOW!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing