Impact Databank: St. Patrick’s Day Spirits Sales To Benefit From On-Premise Recovery

After a slower 2023 for the spirits industry overall, Impact Databank projects that St. Patrick’s Day in 2024 will generate higher spirits case and dollar sales, returning to pre-pandemic levels. March 17th falling on a Sunday this year certainly helps, but the continuing on-premise recovery will also be a big contributor.

Last year, spirits volumes in NIQ channels amounted to 62.8 million units for the two-week period ending March 18, 2023—two percent higher than the prior year, but still below pre-pandemic levels. The beer and malt-based market, however, remained well below NIQ levels of 2019 and 2020, and Impact Databank sees further beer declines for the period leading up to St. Patrick’s Day.

Irish whiskey first surpassed the 5-million-case mark in the U.S. three years ago, according to Impact Databank, and the category is looking to rebound after a double-digit decline in 2023. Iconic Irish drinks such as Guinness and Baileys are hallmarks of the St. Patrick’s Day holiday—similarly, Irish whiskies like Jameson are counting on March 17th festivities to jumpstart the sector this year.—Juan Banaag

GET YOUR FIRST LOOK AT 2025 ESTIMATES AND 2030 PROJECTIONS FOR THE WINE AND SPIRITS INDUSTRIES. ORDER YOUR 2025 IMPACT DATABANK REPORTS. CLICK HERE.