An interesting study from Symphony IRI shows that craft beer sales peak during the Christmas holidays, whereas non-craft beer sales peak during the July 4th holiday. This from Shanken:
According to SymphonyIRI Group senior vice president Dan Wandel, the run-up to December 25 has been the top week for craft beer sales in retail stores for three straight years, with Thanksgiving week right behind. “These are now the two big holidays for craft beer,” Wandel says.
For the mainstream beer category, the week of July 4th remains the year’s top sales week.
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