US Irish whiskey sales soar 27.6% over Paddy’s Day period

16th March, 2017 by Kristiane Sherry

Irish whiskey value sales in the US on-trade have seen a 27.6% uptick in the run-up to St Patrick’s Day on 17 March, data from Nielsen CGA shows.

Irish whiskey sales have soared by almost 28% in US bars and restaurants ahead of St Patrick’s Day

The strong performance comes off the back of sustained growth for the category, with dollar sales up by 14% over the past 12 months, the analyst adds.

Data suggests one in five Americans intend to celebrate St Patrick’s Day in a bar or restaurant, and plan to consume on average 4.2 drinks during their visit.

The numbers rise to more than one in four (28%) and 5.2 drinks for the key 21-34-year-old demographic.

“With this being one of the busiest footfall day for bars around America… the challenge for operators becomes about maximising spend per visit in terms of velocity per head and dwell time,” said Scott Elliott, Nielsen CGA senior vice president.

“Operational excellence (enough serving staff, satellite bars, fast serve promotions etc) is important for both getting people served quickly and encouraging them to staying in outlet. Nothing motivates a move to the next pub like the thought of a massive wait for the next round of drinks.”

Celebrating St Patrick’s Day tomorrow? Don’t miss SB‘s round-up of little-known Irish whiskey facts.

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