The 4th of July, Independence Day, is synonymous with fireworks, barbecues, and, for so many, beer. This approaching holiday is still one of the most significant events for beer sales in the US.

Historical Sales Data

Historically, beer sales surge in the weeks leading up to the 4th of July.

According to the National Beer Wholesalers Association (NBWA), Independence Day ranks as one of the top beer-selling occasions of the year, often competing closely with Memorial Day and Labor Day.

The Boulder, Colorado-based craft beer not-for-profit Brewers Association has reported that in the week of the 4th of July, beer sales can increase by as much as 30-40% compared to an average week. And even with craft beer’s decline, and the slowing of the US beer segment in general, it remains the alcoholic beverage of choice for Independence Day.

And we expect beer sales this week to be brisk, even if they’re not as strong as in previous years.

According to Capital One Shopping Research, American consumers spent an estimated $15.8 billion for the Fourth of July in 2023. The lion’s share of that spend ― $9.5 billion ― was on food followed by $4.02 billion on alcohol ― mostly beer.

(Americans also spend over $2 billion on Independence Day fireworks so there’s that as well.)

According to Numerator, beer is the preferred alcoholic beverage for Independence Day 2024,  (75% plan to buy), followed by spirits or spirit-based drinks (40%), wine (38%) and hard seltzers or canned cocktails (35%).

Traditional lager and light beers are  still the dominant beer choices throughout the Fourth of July holiday, they just pair so well with warm weather and barbeque outings, but we expect craft beer IPAs to command significant market share as well.

Bottom line: In spite of the beer biz slowing The 4th of July continues to be a pivotal time for beer sales in the United States.

For both large breweries and small craft producers, Independence Day remains not just a celebration of freedom, but also a celebration that calls for beer.

And one final plea, please be careful with those fireworks…we’re begging you. ☹