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The Craft

The ultimate resource for alcohol beverage news, trends and reports for bars, distributors and suppliers.

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It may be news to some, but did you know that the day before Thanksgiving (aka Drinksgiving) is one of the biggest drinking nights of the year? 

It’s true. In 2019, there was a 173% increase in sales of shots on Thanksgiving Eve compared with the Wednesday prior, according to Upserve, a restaurant management platform. 

Why? As people travel to be with their families for the holiday weekend, many are returning to their hometown where they graduated high school or college. It’s a time for many to catch up and reminisce on old times. What better environment to do so than a busy bar with all your friends? 

For bars and restaurants, this means planning well in advance for the on-rush of hometown heroes. We leaned into last year’s Provi marketplace data to get insights on what beer, wine and spirits on- and off-premise buyers ordered before the holiday weekend in order to help you stock up on what may be in demand this year.

10 Beer, Wine and Spirits to Stock Up Before Thanksgiving Eve


Spirits, Liqueurs & Digestifs

The Glenlivet 12 Year Old

When it comes to scotch, The Glenlivet 12 Year Old is as reliable as it gets — it’s also one of last year’s top-selling spirits in the Provi marketplace in the weeks leading up to Thanksgiving. Tried and true, this standout scotch won’t break the bank and is perfect for those looking for something to drink neat, on the rocks or with a splash of soda water. 

Shop The Glenlivet 12 Year Old on Provi

Bombay London Dry Gin

As past hometown heroes descend on their old haunts, bars, restaurants and retail shops will need a delicious, reliable and workhorse gin that can stand on its own in a bone-dry Martini s well as not over-power the delicate balance of a Last Word. Bombay is value-driven London dry-style that will get you through the busy Thanksgiving-eve rush. 

Shop Bombay London Dry Gin on Provi

Laws Whiskey Four Grain Straight Bourbon

For the aficionados, you’ll need a Bourbon with a mash bill that invokes intrigue. Crafted from heirloom varietals of wheat, barley and rye mixed with 60% corn and aged for more than three years in new 53-gallon charred oak barrels, Laws Whiskey Four Grain Straight Bourbon is as complex as it is inviting. 

Shop Laws Whiskey Four Grain Straight Bourbon on Provi

Mr. Black Cold Brew Coffee Liqueur

As the Espresso Martini continues its hold as one of today’s most popular cocktails, the ingredients you use matter. Mr. Black Cold Brew Coffee Liqueur is made with real cold brew coffee, resulting in explosive flavor. It’s no wonder why it was one of last Thanksgiving’s most popular products in the Provi marketplace. 

Shop Mr. Black Cold Brew Coffee Liqueur on Provi



3 Floyds Gumballhead

Craft beer fans will love this citrusy American wheat ale packed with Amarillo hops. While many patrons will stick to their old tried and true domestics, this craft beer from Indiana will excite any palette over the holiday weekend.

Shop 3 Floyds Gumballhead on Provi

High Noon Hard Seltzer Black Cherry

With hard seltzer’s march to the top, “drinksgiving” revelers will be on the lookout for beer alternatives before the holiday. High Noon Hard Seltzer Black Cherry was one of the fastest-growing hard seltzers on the Provi marketplace leading up to Thanksgiving last year. The question is, will the demand be the same? 

Shop High Noon Hard Seltzer Black Cherry on Provi

Athletic Brewing Run Wild Non-Alcoholic IPA

We can’t talk beer without mentioning Athletic Brewing. For the teetotalers, sober curious and designated drivers out this year, Athletic Brewing’s Run Wild Non-Alcoholic IPA is a delicious beer that actually tastes like beer. The brewery's innovative, proprietary brewing method allows for dynamic flavors to shine, sans alcohol. 

Shop Athletic Brewing Run Wild Non-Alcoholic IPA on Provi



Silver Oak Alexander Valley Cabernet Sauvignon

While many may opt for their favorite downtown bars, off-premise retail buyers can prepare for those looking to have a quieter night in while still enjoying a delicious drink. A staple of restaurant lists nationwide, Silver Oak’s Cabernet Sauvignon was one of the most popular wine purchases from buyers leading up to Thanksgiving last year. 

Shop Silver Oak Alexander Valley Cabernet Sauvignon on Provi

Whitehaven Marlborough Sauvignon Blanc

While red wine isn’t the go-to choice for some, white wine is. Whitehaven Marlborough Sauvignon Blanc is an affordable and elegant wine that embodies the quintessential Marlborough style—full-flavored and medium-bodied with notes of juicy peach, ripe tropical fruit and tart and herbaceous gooseberry. It would be a great addition to any bar or restaurant menu or promoted at wine shops. 

Shop Whitehaven Marlborough Sauvignon Blanc on Provi

Prophecy Rosé

Whoever said Rosé should only be drunk in the summer is very, very wrong. Rosé can and should be enjoyed year-round. This Provençal rosé from Prophecy Wines showcases the best of the South of France with delicate and bright layers of fresh strawberries, raspberries and a hint of white peach with a crisp and refreshing finish.

Shop Prophecy Rosé on Provi


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