U.S. Consumers Show Thirst for Beer During Memorial Day Holiday,
Nielsen Reports

SCHAUMBURG, Ill.--()--U.S. consumers kick off the summer season with Memorial Day celebrations -- and beer. According to The Nielsen Company:

  • Consumers are expected to purchase more than 21 million cases or $381 million1 of beer in major supermarkets during the two weeks surrounding the Memorial Day holiday, second only to the July 4 holiday.
  • The two weeks surrounding Memorial Day represents approximately five percent of annual beer sales on a volume basis.
  • Nearly 35 percent2 or one-third of annual beer sales occur during the summer.
  • Fifty percent3 of all beer sold during the summer is premium beer.
  • Millennial consumers (21 30 year olds) show a preference for beer, with beer representing the majority (47 percent) of Millennial consumers spending, compared to spirits (27 percent) and wine (26 percent)4.
  • Millennial consumers are more likely to experiment with different beer types and flavors than older generations. While domestic premium beers are still their dominant choice, Millennials are much more inclined than older consumers to purchase imported beers or craft beers.

Summer is a hot time for beer retailers, said Nick Lake, vice president, client service, Beverage Alcohol, The Nielsen Company. Beer is popular with consumers during the Memorial Day holiday and summer as it is generally more portable than wine or spirits, making it easier to take to outdoor parties, picnics and barbeques. Beer retailers can take advantage of this opportunity by understanding what types of beer their consumers are looking for and promoting a well-stocked selection of beer in their stores.

About The Nielsen Company

The Nielsen Company is a global information and media company with leading market positions in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics), mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit, www.nielsen.com.

1 The two weeks surrounding Memorial Day 2007 showed total sales of $380.8 million or 21,534,727 cases in U.S. supermarkets.

2 The Nielsen Company, total U.S. supermarket sales, 16 weeks ending September 8, 2007.

3 The Nielsen Company, total U.S. supermarket sales, 16 weeks ending September 8, 2007.

4 The Nielsen Company Millennials and Beverage Alcohol Study 2007.

Contacts

The Nielsen Company
Jennifer Frighetto, 847.605.5686
jennifer.frighetto@nielsen.com.

Contacts

The Nielsen Company
Jennifer Frighetto, 847.605.5686
jennifer.frighetto@nielsen.com.