Halloween is one of the biggest drinking holidays of the year which means restaurants and bars have high sales goals to achieve. This holiday kicks off the very lucrative season ahead making bar and restaurant owners very happy!

  

 According to the National Retail Federation, 72 percent of U.S. adults will join in on the celebration of Halloween this year, compared to 59 percent in 2007. That’s 13% more customers that can add to your sales! Halloween spending has inflated from $5.1 billion to $9.1 billion in just a decade. Alcohol.org states that the costumed partiers drinks of choice were beer, tequila and vodka.

Millennials and adults celebrating Halloween is becoming more and more prominent over the years and there are a few theories in why. One is that alcoholic beverages, such as pumpkin brews, are becoming a major hit in the U.S. which creates an easy focal point to draw in adults to bars, breweries, pumpkin patches etc. to celebrate with a more grown up or relatable concept rather than candy or trick or treating. As Jaymie Schoenberg, of Black Box Wines’ states, “You’ll see some spirits brands leaning into holiday, but over the years, as more pumpkin limited editions come out, it’s increased the way in which adult beverages can be a part of the holiday. It’s a way of positioning Halloween as a little more grown up.” Another theory from Vinepair is that millennials and adults enjoy the nostalgia of childhood, dressing up in costume and celebrating Halloween.