The Super Bowl and Valentine’s Day led to an uptick in on-premise spending in February, compared to the same time period a year earlier, according to new insights from CGA by NIQ.

The latest CGA by NIQ study, which explores sales trends from CGA’s BeverageTrak dataset reveals that in total, on-premise check value spend was 5% higher than February 18, 2023 levels, with an average spend of $60.89. However, ticket count was down 5% in key provinces like Alberta, British Columbia, Ontario and Quebec.

According to the data, 16% of consumers visited an on-premise site for the Super Bowl, while 64% of Super Bowl on-premise viewers took part in an offer or a deal associated with the Big Game. The data also shows that the average outlet saw a 14% increase in ticket counts on NFL’s big gameday vs the previous Sunday. And for those who watched the Kansas City Chiefs beat the San Francisco 49ers, 60% consumed beer whilst 23% had shots, up 6 pp and 12pp respectively versus typical consumption in the month of February.

In a typical February, 54% of on-premise denizens will consume beer, the most popular choice, followed by table wine and cocktails (see graph below).

CGA by NIQ insights reveal that 24% of consumers visited on-premise locations for Valentine’s Day, with 50% of consumers taking part in an offer or deal associated with the occasion.

Valentine’s Day saw triple-digit uplifts in velocity (up 118%) with both ticket counts (76%) and average check values (22%) well above the previous week.

There were regional disparities in Valentine’s Day offer redemptions: 56% of residents in Ontario took part in a promotion while out for Valentines Day, while 43% of residents in Quebec did.

The data reveals that fine dining was the top channel chosen for the romantic occasion.