• 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. ”

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