Brands Try New Strategies to Beat the Winter Sale Chill

Templeton Rye celebrated the 100th anniversary of Prohibition by sending traditional news boys through the Flatiron district of Manhattan to stir up attention for their event.

With the holidays behind consumers and colder temperatures holding steady, alcohol sales typically decrease during the first part of the year.

The holiday months typically account for 30% of all sales of wine and spirits brands, which totals about $250 billion a year. Alcohol purchases peak in November, accounting for 37% of all purchases, according to Bev Spot. Then sales dip at the end of January into February. Come summer, sales increase again.

Why sales decrease after the holidays

Alcohol sales rise and dip throughout the year, but Americans are drinking less overall. The alcohol serving index decreased by an average of six fewer drinks per adult from 2017 to 2018, according to The Drinks Business.

Sales rise during November and December because consumers are buying for holiday events, and then dip during the early part of Q1 because those social gatherings have decreased. Some people also make New Year’s resolutions to drink less. Others partake in Dry January, meaning they choose not to drink for the entire first month of the year. On Instagram, the #DryJanuary hashtag has more than 225,000 posts, and #DryJanuary2020 has 5,000-plus posts.

Once the weather turns warmer, consumers seem to be looking to order another drink again.

Read more on Dimensional Insight’s blog.