Off-Premise Bev-Alc Sales Expected to Slump Ahead of Thanksgiving, Circana Reports
Circana's latest report indicates a post-Labor Day sales slowdown for beverage-alcohol, with beer taking the largest decline and Halloween offering a sole potential exception before Thanksgiving.
Off-premise beverage-alcohol sales are projected to decline leading up to Thanksgiving, according to the latest weekly report from market research firm Circana reported by Brewbound. The research firm noted that Halloween may offer a sole exception to the anticipated post-Labor Day sales slowdown. Additionally, recent Circana weekly scan data indicates that momentum across the beverage-alcohol sector has dissipated, with beer suffering the largest drop among categories.
Key facts
- Circana's weekly report forecasts a slump in off-premise beverage-alcohol sales toward Thanksgiving.
- Halloween is cited as the primary potential exception to the sales downturn.
- Post-Labor Day momentum for beverage-alcohol has dissipated, with beer taking the largest dive in weekly scan data.
Why it matters
The projected off-premise sales slowdown signals reduced retail momentum for beverage-alcohol producers and retailers between Labor Day and Thanksgiving, affecting autumn inventory planning and promotional strategies.
- Brewbound — 2026-09-29: “Post-Labor Day Momentum Dissipates for Bev-Alc; Beer Takes Largest Dive in Circana Weekly Scans”
This article was prepared by WBI.org from the sources listed above with the assistance of AI and reviewed by a WBI editor before publication. Information is attributed to its original sources.