Member Report: How Retailers, Brands Can Leverage Summer BevAlc Habits
Summer holidays are often celebrated with plenty of drinking outside, but brands and retailers need to plan ahead to capitalize on those occasions. Surfside gathered e-commerce sales data from more than 8,000 liquor stores to analyze purchases made between May 22 and Sept. 1, 2025, and shared its findings in the 2026 Summer Sip Report.
Summer has four major holidays: Memorial Day, Father’s Day, Independence Day and Labor Day. Each is often a low revenue day, with sales peaking one or two days before the holiday as shoppers plan ahead. However, behaviors are different across categories. Beer shoppers are most likely to make impulse purchases while liquor buyers spend more time weighing their options and comparing products.
Along with the data breakdown, the report offers tips for summer marketing including promoting holiday bundles with personalized recommendations and boosting on-site retail media when purchase intent is peaking. It also zooms in on the importance of this year’s FIFA World Cup, which creates many more purchasing occasions through July 19.
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