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Cinco de Mayo drives US on-trade sales

The latest data from CGA has shown that key occasions such as Cinco de Mayo and the Kentucky Derby have led to an uplift in on-trade sales across key cities and states in the US.

Cinco de Mayo cocktails
Occasions are driving significant uplift according to CGA’s US On Premise Impact Report

CGA’s On Premise Impact Report is a fortnightly sales report evaluating the different dynamics across the US and the impact of on-trade trends.

Matthew Crompton, CGA regional director for North America, said: “This level of insights into on-premise occasions is just a small part of what we can produce in terms of our event analysis.

“Using our Beverage Trak data we can actually delve all the way down to category and brand level, for example – identifying which is the best-selling Tequila at Happy Hour on Cinco de Mayo, or highlighting which cocktail carries the highest price in Las Vegas.”

The data shows that on Thursday 5 May, Cinco De Mayo resulted in an on-trade sales increase of 19% across the US, versus the average Thursday in the year to date (YTD).

Texas saw an increase of 30% versus the average Thursday YTD, driven largely by traffic, which rose by 24%. California experienced an uplift of 17%, with traffic up by 12%.

CGA said the Kentucky Derby on Saturday 7 May had a ‘positive impact’ on both its home state and the host city of Louisville, with the former seeing a 16% increase on the average Saturday in the YTD, driven by an average spending rise of 18%.

While in Louisville, a spend increase of 34% led to a velocity uplift of 23% on the day.

Over in Miami, the Formula One Miami Grand Prix race on 8 May meant the city experienced a double-digit uplift across Thursday, Friday and Saturday versus the average weekend, with both traffic and spend value increased.

CGA’s Beverage Trak solution combines datasets to provide a view of how brands and categories are being consumed, when and at what price.

In the UK, the on-trade saw an uplift in sales due to the increase in televised high-stake football matches, according to the CGA Recovery Tracker.

In Scotland, trading figures rocketed 26% on the evening of 5 May thanks in large part to football fans attending pubs to watch the Europa League match between Rangers and RB Leipzig.

Earlier this month, CGA data revealed that music festivals hold great opportunities for brands to attract younger legal-drinking-age consumers.

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