BeerBoard, the leader in real-time data, insights and consumer engagement for the hospitality industry, recently released its 2019 Cinco de Mayo Report, a review of insights and performance data for draft beer on the day. This annual report shows Cinco de Mayo has a direct impact on bars, brewers and markets. The 2019 report looks at May 5, 2019 (a Sunday), and compares same-store data against May 5, 2018 (a Saturday).
BeerBoard’s robust retail client list features neighborhood bars, high-profile independent groups and major chain operators across North America. The list includes industry leaders Buffalo Wild Wings, Hooters, Twin Peaks, Applebee’s, Mellow Mushroom and BJ’s Restaurant and Brewhouse.
Overall volume down in 2019
Cinco de Mayo 2019 saw a pretty significant drop of -28.1 percent in overall pour volume, as compared to the holiday in 2018. A pretty good guess on the reason for the decline: 2018 Cinco de Mayo was on a Saturday (also aligning with the Kentucky Derby), while this year’s celebration took place on a Sunday.
Lagers climb while IPAs dip
Light Lagers, the No. 1 overall style, enjoyed a small lift of +3.4 percent on the day, while No. 2 Lagers were up +4.9 percent. IPAs, typically the No. 3 style overall, took a -8.1 percent dip for the holiday. No. 4 Wheat/Hefeweizen, No. 5 Euro Lagers and No. 6 Ciders were all relatively flat.
Mexican-style beers see a bump
Nationally, Dos Equis checked in as the No. 6 brand overall, and saw a nice +10.5 percent bump, while Modelo Especial (No. 7 brand) was also up, +11.4 percent for the day. Modelo, the No. 1 brand in California, also saw a +6.9 percent in that state.
The rise of Bud Light
Bud Light saw massive growth for Cinco de Mayo 2019 over the same day in 2018. The brand was a healthy +28.9 percent nationally, +45.2 percent in California, +40.4 percent in the Northeast, +33.2 percent in the Great Lakes and +10.1 percent in the Southeast.