October 22, 2025

Holiday Celebrations Set to Boost On-Premise Opportunities

The holiday season from Halloween through New Year’s Eve offers key moments for beverage brands to connect with consumers. Over this period, on-premise occasions see strong visitation, with one-third planning to celebrate Halloween out and 64% visiting bars or restaurants during Christmas.

Popular categories vary by occasion, with beer leading the way, followed by cocktails, vodka, and tequila. Non-alcoholic and sparkling options are also gaining traction across these events. Offering themed drinks, premium packaging, and engaging activations are some recommended strategies that will help brands stand out.

Seasonal on-premise activities drive retail sales as consumers seek to replicate experiences at home. Research shows more than 60% of at-home drinkers purchase brands first tried in bars, highlighting the value of integrated holiday marketing across channels.

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The global “better-for-you” alcohol market, valued at $197 million in 2023, is projected to reach $484 million by 2034, growing at an annual rate of 8.5%.

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