Sipping: Spring Into Celebration: How the Month of May Drives Alcohol Trends
Sipping with HSP Brands: It's all about May! Alc Bev trends at retail and much more.
May is a month that practically begs for a toast. As spring peaks and summer looms, May's calendar is packed with reasons to celebrate — and with every gathering, there's a fresh opportunity for alcohol brands and retailers to shine.
From cultural holidays to casual outdoor get-togethers, the spirit of the season calls for specific styles of drinking. Here's how May's seasonality shapes alcohol trends — and what brands and consumers are reaching for to raise their glasses.
HSP Brands matches customer lifestyles as well as their tastes. April 2025 set the stage for what’s shaping up to be a fantastic May!
The May Calendar: A Perfect Storm for Celebration
Cinco de Mayo (May 5)
What started as a commemoration of Mexican heritage has exploded into Spring celebrations. At retail we see high demand for tequila, mezcal, margaritas, Mexican beers, and festive cocktail innovations.
Mother’s Day (Second Sunday of May)
Brunches, lunches, and garden parties fuel wine, champagne, and low-ABV cocktails. Spritzes, mimosas, and rosé are strong seasonal standouts.
Graduations and end of school (all month)
As universities and high schools celebrate, families and friends gather for parties where beer, canned cocktails, and approachable celebratory wines (think Prosecco and light reds) are key.
Memorial Day Weekend (Last Monday of May)
The unofficial start of summer — and the season for barbecues, beach parties, and backyard gatherings. Cans, kegs, RTDs (ready-to-drink cocktails), and portable options dominate. Convenience plus quality is the winning formula for Memorial Day parties and outdoor events.
General Spring/Summer Vibes
With longer days and warmer weather, casual outdoor drinking — parks, patios, ballparks, rooftops — spikes. People gravitate toward lighter, refreshing, and sessionable options.
Why May Matters: Sales and Engagement Opportunities
May marks the moment consumers shift into a new mindset — from cozy indoor experiences to vibrant, social, outdoor living. Alcohol brands that tap into these emotions with the right formats, flavors, and activations can ride momentum straight into summer.
Key strategies:
• Seasonal Packaging and Retail Displays: Bright, bold, and picnic-ready visuals win attention. Tie in themes like "Spring Celebrations" or "Summer Kickoff" for higher engagement. “Build Your Own Fiesta” bundles (tequila + mixer + chips and salsa); “Dress it Up” RTDs and flavored beers with citrus and seasonings such as salt and Taijin.
• Sampling and Tastings: Critical in May as consumers are actively seeking new beverages to carry into the summer months. They are looking at products online and coming in-store to “see” their options.
• Promotions and Social Media: Rebates, coupons, and sweepstakes are great. Promotions can be as simple as a featured drink or theme to connect with customers. For social media showcase drinks in outdoor, sunny settings to match consumer moods.
Trending Alcohol Styles for May Celebrations
Your customers are all in for: Tequila and Tequila-Based Cocktails; Rosé, Sauvignon Blanc, and Light Red Wines; Hard Seltzers, Vodka Spritzes; Hard Teas; Lighter Beers / Wines / Spirits; Premium Canned Cocktails; Non-Alcoholic Beers / Wines / Spirits
For alcohol brands and retailers, May isn't just another month — it's a powerful seasonal accelerator. Here’s to sipping through the season and making the most of every moment!
Connect with our team at HSP Brands to make this happen for your brands. Cheers!
