August is summer’s grand finale—packed with built-in celebrations and high-impact sales potential. From drink-worthy holidays to cultural shifts, it’s the perfect time to close summer strong and set the stage for fall.
Here are six timely occasions to anchor your promotions, boost basket size, and drive late-season profits:
International Beer Day (August 2): While “International Beers” make up 23% of sales on-prem, and 20% of off-prem, this holiday celebrates all beers around the globe.
National White Wine Day (August 4): White wine makes up 43% of the market, and has grown about 65% since 2000.
National Rum Day (August 16): Highlight tiki-inspired specials on menus—or create in-store displays that inspire customers to bring real staycation energy.
Whiskey Sour Day (August 25): A versatile cocktail that bridges summer and fall—and is a top-10 staple in America in 2025.
The US Open (August 26 – September 8): Serve—or stock—clean, crisp cocktails, canned wines, and spritz-ready picks. This isn’t just a sporting event—it’s a lifestyle moment.
Labor Day Weekend (August 30 – September 2): As the unofficial end of summer, Labor Day is a key opportunity to capture high-volume traffic and close the season on a high note.
And a bonus:
Back to School: Because let’s face it: every parent could use a celebratory drink or two.
After all, August isn’t just the end of summer—it’s a springboard into fall. And with the right mix of timing, inventory, and storytelling, you can turn these moments into serious momentum.
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