As alcohol consumption, gifting, and celebrations peak throughout the holidays, OOH advertising is a pivotal influence on how people discover, choose, and responsibly enjoy drinks.
Amid this season’s surge in urban foot traffic, festive celebrations, and subsequent alcohol sales, brands have an urgent window of opportunity to stand out from their competitors and influence behavior, whether through premium messaging, responsible drinking reminders, or discovery-driven creatives.
December remains one of the strongest months for alcohol sales, as social gatherings, gifting, corporate celebrations, and New Year’s Eve serve as cultural touchpoints for increased consumption. Pew Research Center reports that alcohol sales at beer, wine, and liquor stores are 37% higher in December compared to the rest of the year.
Elegance, craftsmanship, and heritage become major purchase drivers during the holidays, making seasonal OOH visibility especially valuable for luxury brands. According to a report from Curren Gooddens , over half of adults ages 18-34 are likely to choose a premium alcohol, and a 2024 Bacardi survey found that 41% of adults ages 21-44 planned to seek more premium spirits in the coming year. In other world, the holidays amplify an already strong trajectory toward premium alcohol choices.
Perrier-Jouët
As people head out to shop, dine, travel, and attend events, the reach and impact of OOH expands. Screens across retail districts, transit hubs, nightlife corridors, and hotel zones reach consumers who are already in a purchasing mindset, while placements near bars and restaurants influence not only retail decisions but also on-site trial and consumption.
Because the season permeates cultural routines and daily commutes, festive holiday OOH integrates seamlessly into the surrounding environment. Roadside networks such as digital billboards and bus shelters deliver repeated exposure that builds familiarity, improves recall, and ultimately drives conversion. This repetition is key strength of OOH, turning these touchpoints into action.
The Harris Poll found that 80% of U.S. adults express interest in alcohol OOH, 78% in major cities have recently noticed an alcohol OOH ad, and 43% say such ads directly influence their in-person shopping decisions.. Further research shows that 77% of U.S. adults who recently saw an alcohol OOH ad took action, including making a physical in-store purchase (52%), visiting a website (34%), or sharing brand information by word-of-mouth (33%).
With increased alcohol consumption comes heightened awareness of responsible drinking. The season brings both enthusiasm and risk, making behavioral influence crucial. Brands like Diageo are adopting mindful drinking narratives that encourage pacing and moderation without diminishing the celebratory atmosphere.
Diageo
OOH supports these messages more effectively than many channels because it reaches individuals in the environment where decisions are being made, making these reminders timely and relevant. The impact aligns commercial success with social responsibility, with an increasingly important balance for modern consumers.
Diageo
OOH reaches audiences at a moment when they are out in the world, celebrating and ready to make purchase decisions. Premium brands, up-and-coming labels, and trendy favorites are all leveraging high-visibility outdoor advertising to meet these hyper-aware consumers and earn a place at their next holiday get together.
Watch our Spirits and Alcohol category video to explore how top brands elevate their presence all year!
