Consumers Head Back to Bars for International Beer Day 2024

Demand for Alcoholic & Non-Alcoholic Beverages Declines YoY

New data from ecommerce accelerator, Pattern, suggests consumers are more likely to celebrate International Beer Day at a bar than at home this year. Online demand for both alcoholic and non-alcoholic beverages has declined from 2023 – 2024, with demand decreasing by 19% and 8%, respectively. 

Why it matters: With International Beer Day approaching on August 5^th, online retailers may be surprised by the movement away from drinking at home. As we get further away from the pandemic, shoppers are demonstrating a clear preference for celebrating the occasion outside of the home, affecting online demand for not only alcoholic drinks but also non-alcoholic beverages. 

What we’re seeing: Our data science team analyzed trends in consumer demand for alcoholic beverages for every day of 2023 and 2024 so far to better understand the shopping landscape ahead of International Beer Day. The following alcoholic beverages saw the sharpest decrease in demand year over year: 

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• Demand for scotch decreased by 53% from 2023 – 2024
• Champagne -46% 
• Gin -33% 
• Spirits -31% 
• Wine -26% 

‍Yes, but: Several alcoholic beverages saw a rise in demand from 2023 – 2024. The following alcoholic drinks saw the most significant increase in demand year over year among online shoppers: 

• Demand for hard cider increased by 23% from 2023 – 2024
• Rum +13% 
• Cocktails +8% 
• Brandy +3% 
• Beer +2% 

‍Non-alcoholic drinks: Not only did alcoholic beverages experience decreased demand year over year, but non-alcoholic drinks also saw a dip in online activity among U.S. shoppers. The following non-alcoholic beverages saw the biggest decrease in demand year over year:

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• Demand for non-alcoholic spirits decreased by 26% from 2023 – 2024
• Non-alcoholic Champagne -23%
• Non-alcoholic Rum -14% 
• Non-alcoholic Vodka -8% 
• Non-alcoholic Gin -3% 

‍However: Some non-alcoholic beverages remained in high demand among online shoppers despite the overall shift away from drinking at home. The non-alcoholic beverages that experienced the sharpest increase in demand include: 

• Demand for non-alcoholic bourbon increased by 60% from 2023 – 2024
• Non-alcoholic Tequila +27% 
• Non-alcoholic Beer +16% 
• Non-alcoholic Whiskey +8% 

‍What about pricing? Overall, pricing for both alcoholic and non-alcoholic beverages remained about the same year over year, with alcoholic drinks seeing a 2% decrease in price and non-alcoholic spirits seeing no change. The following alcoholic beverages saw the biggest price decrease from 2023 – 2024:

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• Prices for brandy decreased by 13% from 2023 – 2024
• Scotch -4% 
• Wine -4% 
• Cocktails -3% 
• Cognac -3% 

‍Non-alcoholic pricing: Some non-alcoholic beverages also experienced a significant price decrease year over year. Here are the drinks that will cost less for consumers still doing their shopping online ahead of International Beer Day:

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• Prices for non-alcoholic wine decreased by 8% from 2023 – 2024
• Non-alcoholic beer -4% 
• Non-alcoholic bourbon -3% 
• Non-alcoholic cocktails -3% 

‍The takeaway: As the post-pandemic world regains a sense of normalcy, consumers have slowed down their online purchases for alcoholic and non-alcoholic beverages in preparation for International Beer Day celebrations. Despite lower pricing on popular products within each category, online retailers can expect to see less activity ahead of the holiday based on the shift away from at-home drinking.

Pattern’s data science team analyzed demand and pricing data on Amazon for alcoholic and non-alcoholic drinks during every day of 2023 and 2024 to date to better understand the shopping landscape ahead of International Beer Day. If you’d like to use insights like these to drive your ecommerce strategy forward, don’t hesitate to reach out to our team for more information.