NYE Fizz Forecast: CPG Premixed Cocktails and Non-alcoholic Options Steal Spotlight

Party throwers and goers are shaking up the traditional New Year’s Eve bar cart, according to data from Catalina’s Shopper Intelligence Platform. This year, convenience and non-alcoholic options are expected to drive CPG category sales.

The surge in popularity of Premixed Cocktails and Non-alcoholic (N/A) Beer will likely continue for NYE 2024. Volume grew 26% and 16%, respectively, despite price increases of 6% and 8%, for the sales period of 10/27/24 to 12/16/24 versus a year ago. Shoppers also will have wider selection of N/A beers, with a 13% increase in UPCs this holiday season. These shifts come at the expense of Craft Beer and Champagne, which saw a decline in sales volume during the same period.

Regional & Generational Preferences

These seasonal shifts echo year-over-year regional and demographic trends in the category. Alcoholic beverage drinkers in the Midwest are looking for quick and uncomplicated ways to get tipsy. They are twice as likely as the average shopper to buy Premixed Cocktails and they enjoy Mini Spirit bottles, too. Northeasterners and West Coast shoppers show a higher interest in both N/A Regular and Sparkling Ciders.

Millennials remain loyal to their White Claws and other Hard Seltzers, purchasing them at twice the rate of the average buyer. This runs counter to the overall popularity of Hard Seltzers, which continues to lose their luster, with volume down 12% from the previous year.

Best Options for a Budget-friendly Buzz

Shoppers looking to stretch their party budget should head to the aisles of Sparkling Wine, Light Beer, and N/A Cider for cost-effective solutions. Prices for these three beverage categories remain relatively stable compared to 2023. The price of Sparkling Wine remained flat, with Light Beer rising slightly (+2%) and N/A Cider falling -3%. YOY trends reveal Gen Z shoppers are particularly drawn to N/A Cider, adding it to their carts 43% more often than the average shopper.

Fireside Sipping & Smoking

To accompany their favorite alcoholic beverage, Families on a Tight budget are twice as likely than the average shopper to buy Cigars, even though their price rose 6% to $4.29 compared to the previous year. Those households with high incomes (250K+) prefer to put another log on the fire instead.

Catalina Knows What Shoppers Sip & Skip for Every Occasion

Catalina BuyerScience weaves 1:1 purchase-based data insights with the richest third-party data sets to give our brand, retailer and agency partners a deep reservoir of insights into more than 400 million shopper IDs. We can help you find and reach these unique shoppers with highly relevant offers and incentives – and deliver measurable outcomes - whether you want to drive volume, launch a new product or maximize product engagement. Contact us today at www.catalina.com.