This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

Why Beer Lovers Should Hate U.S. Drinking Holidays

PORTLAND, Ore. (TheStreet) -- Become a fan of beer, wine, cocktails or any other form of moderated social drinking and you won't even need an appropriated holiday as an excuse to do so. Try to sell beer, however, and you'll suddenly want to put your label on every holiday the calendar offers.

As we head into yet another St. Patrick's Day and bars and liquor stores that were once culturally ambivalent start placing shamrocks in every available window, figuring out how to install a nitrogen tap for Guinness and dyeing their light lagers green, it may be time to take a second look at the U.S. drinking holiday. We're not implying that everyone who's ever worn green on St. Patrick's Day or quaffed a tequila shot on Cinco De Mayo should engage in some self-flagellating exercise that leads them to a greater understanding of why co-opting another culture's days of remembrance or your own country's historic milestones as an excuse to get wasted is disrespectful at best.

We're just saying that unless there's an emerging global market for bad ideas, maybe the U.S. and its beer industry shouldn't be manufacturing them.

Holidays such as St. Patrick's Day and Cinco de Mayo are no more about beer than Presidents Day is about selling cars. Each has become increasingly important to their respective industries, though, as belts tighten and soft spots on the calendar need toughening up. President's Day sales helped fuel a 1.1% uptick in car sales from January during a time buyers in key markets hunker down for the winter and dealers have few of the previous year's models to offer at cut-rate prices.

In the beer world, St. Patrick's Day comes at the end of what is typically a long, dry winter. Take a look at the Brewers Almanac put together by Washington-based lobbying group The Beer Institute and you'll see a U.S. beer consumption pattern that shallows out around labor day and doesn't really pick up again until folks start buying their Memorial Day 30-packs in May.

That's where St. Patrick's Day comes in. In 2010, for example, Americans hit their peak beer consumption in June, when they took down more than 20.1 million barrels of beer. Their thirst for beer kept them buying roughly 19.5 million barrels a month until the end of summer, but trickled off every month thereafter until they were down to 15 million barrels each month in January and February 2011. By March and St. Patrick's Day, however, that amount shot up to 19.1 million again before settling back to 17 million in April just before the summer resurgence.

1 of 2

Select the service that is right for you!

COMPARE ALL SERVICES
Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
DOW 17,106.70 +29.83 0.17%
S&P 500 2,000.02 +2.10 0.11%
NASDAQ 4,570.6370 +13.29 0.29%

Brokerage Partners

Rates from Bankrate.com

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs