June 29, 2007 1:06 PM

Happy Sudsy Fourth
Posted by Douglas Eisenhartat 1:06 PM

As we look toward the celebration of our nation's 231st birthday next week, what is more on Americans' minds than. . .beer consumption?

Yes, that's right. The nation's brewers report that the single biggest sales event of the year is the Fourth of July:

This year, many Americans will celebrate the Fourth of July with backyard barbeques, family, friends, and a cold beer. According to IRI InfoScan data, the Independence Day holiday period is the number one occasion for sales and servings of beer in the United States, ahead of Memorial Day, Labor Day, and Super Bowl Sunday. Beer sales during the Fourth of July holiday also contribute to the billions of dollars of economic activity generated by the beer industry annually. In 2006, this activity accounted for 1.4 percent of the U.S. gross domestic product.

The brewing industry directly and indirectly contributes nearly $190 billion to the U.S. economy, according to an economic impact study commissioned jointly by the Beer Institute and the National Beer Wholesalers Association (NBWA). This impact includes more than 1.7 million jobs paying almost $55 billion in wages.

"Independence Day is the perfect time to celebrate America's rich brewing tradition and the economic contributions that helped build our nation," said August A. Busch IV, president and chief executive officer, Anheuser-Busch Companies, Inc., and chairman of the Beer Institute. "We all know the role George Washington and the Founding Fathers played in forming our great nation, but less well known is that many of them were brewers who proudly promoted the brewing industry throughout the colonies. Their vision to establish beer as an economic force for the nation's future served the country well during its infancy, and the brewing industry continues to serve as a force for economic prosperity to this day."

Wow, nice historical justification for your business, Gus. Citing George Washington, no less. ('Course 'round these parts we've got our own patriot brewer, none other than Sam Adams.)

What business are you in? And is it seasonal? Many consumer businesses point to Christmas as the crucial time for the entire year's sales. But Anheuser-Busch and colleagues like Independence Day just fine.

So, be sure to do your patriotic duty this week/weekend and go out and buy some beer.