The taps are flowing and the liquor is pouring in Austin, as the city's on-premise alcohol sales have soared beyond the billion-dollar mark for the second consecutive year. According to reports by the KXAN, 2023 saw a nearly $50 million increase from the previous year's sales, totaling a staggering $1.18 billion and eclipsing the pre-pandemic high of $883 million recorded back in 2019.
At the forefront of those earnings are hotels, capitalizing on Austin's love for a stiff drink with their swanky in-house bars and busy event spaces. Indiana-based White Lodging Services Corp leads the pack, with towering alcohol sales from their management of multiple high-profile hotels such as JW Marriott, Westin, and the Moxy Austin. According to the Austin Business Journal, JW Marriott alone is a bastion of booze, especially when it comes to hosting large business events and galas.
While the Texas comptroller's database showed a statewide increase in on-premise consumption, Austin packs a particularly boozy punch by nearly matching Dallas despite a smaller population. Kristen Wheaton, vice president of culinary and sales at Alamo Drafthouse, attributed the city's vibrancy to residents eagerly embracing a return to social settings, noting the cinema chain raked in $9.8 million in 2023. "Alamo Drafthouse has really noticed that there's more diversity in the beverage choices out there for audiences. So, we've leaned into some of that," Wheaton told the Austin Business Journal.
Meanwhile, the newly minted Moody Center emerged as a contender on the scene with a $17.7 million haul from alcohol sales in its first full year of operation. Jeff Nickler, general manager, relayed to the Austin Business Journal expectancy for even higher foot traffic with confirmed events predicting over a million guests for 2024. Additionally, Shaun 'Shaq' O'Neal's Big Chicken and the local Koko's Bavarian are reigning as popular Moody Center food joints, whereas Tito's Handmade Vodka and Electric Jellyfish top the charts for liquor and beer at Alamo Drafthouse and Moody Center, respectively.
