Data shows that restaurants on St. Patrick’s Day are also seeing a huge jump in sales and regional data indicates that New Yorkers are Guinness fans year-round
Austin, TX (March 8, 2023) – St. Patrick’s Day is one of the U.S.’ highest grossing holidays of the year for bars and restaurants and according to OnPrem Insights data from Union—a data-driven hospitality engagement platform—the top cocktail ordered is the green tea shot (24%). The popular millennial cocktail is followed by margaritas and Irish car bombs come in third place.
Based on Union’s OnPrem Insights, St. Patrick’s Day is a force in driving on-premise sales, as bar sales more than double in 2022 across the board. It is no surprise that Irish pubs are the top performers on St. Patrick’s Day, as last year’s data showed a 350 percent increase in sales. Traditional bar sales were still up on the holiday last year with a 135 percent increase and restaurants saw sales double.
“We were taken aback by the fact that green tea shots are once again trending and Irish car bombs are in third place for St. Patrick’s Day cocktail orders,” noted Layne Cox, Union’s chief marketing officer. “It was also interesting to see how much restaurants benefit from St. Patrick’s Day. We always knew that bars were crushing it, but we were surprised to see that restaurants’ on-premise alcohol consumption sees a significant uptick as well. With St. Patrick’s Day falling on a Friday this year the festivities will likely last later into the night and bleed into the weekend, so busy bars and restaurants should take all of this into account to be prepared for the rush with a well-stocked bar.”
Looking at Union’s OnPrem Insights report on a regional level, Guinness’ share jumped from seven percent to 24 percent in New York City on St. Patrick’s Day. That was a big jump of more than 16 percent, about three times more than normal.
“The big takeaway here is that New Yorkers like Guinness as a regular drink, but drink it even more so on St. Patrick’s Day, whereas in other cities’ drinkers consider Guinness a special occasion beverage,” stated Cox.
For more information on Union, visit www.getunion.com. To learn more about Union OnPrem Insights, visit https://getunion.com/onprem-insights/.
About Union OnPrem Insights
Union OnPrem Insights provides the hospitality industry with a granular, precise view of on-premise consumer consumption behavior. The reports cover industry trends and uncover consumer purchasing patterns, which allow busy bars and restaurants as well as beverage and alcohol brands to better understand their consumers, the marketplace and identify growth opportunities. The reports are based on Union’s proprietary GuestMatch and MenuMatch intelligence and on-premise consumption data from thousands of Union venues, serving millions of guests 21+ across 34 U.S. states. Union data is based on actual customer orders, not indirect methods like case depletions. To learn more or to download Union OpPrem Insights reports, visit https://getunion.com/onprem-insights/.
Union is a hospitality engagement platform leveraging industrial-grade data intelligence to deliver transformative experiences for guests, operators, and brands at the most popular venues across the country. Designed by over 50 hospitality venue owners from some of the highest volume locations in the country, the Union engagement platform was built specifically to meet the needs of high-volume bars and restaurants, while taking a revolutionary approach to connecting consumers and brands on-premise. Follow Union on Facebook and Instagram or visit getUnion.com.