The Super Bowl, a spectacle that goes beyond American football, has become an annual tradition that I celebrate with friends and family.
This February 11th, the Allegiant Stadium in Las Vegas will witness the Super Bowl LVIII, featuring exciting pre-game performances by artists such as Post Malone, Reba McEntire, and Andra Day. Below, I share with you some details about the commercial impact of this event and my three favorite drink choices to enjoy before the big finale.
The commercial impact of the Super Bowl
It’s impressive to contemplate how the Super Bowl not only provides us with exciting sports moments but also drives significant commercial activity. This phenomenon reflects not only the competition on the field but also the intense creative struggle of brands marketing various alcoholic beverages. These companies see the Super Bowl as a unique opportunity to stand out and captivate consumers in the days leading up to the big family event.
According to estimates in the United States, approximately 75% of fans opt for beer on game day, generating an estimated consumption of 1.23 billion liters or 325 million gallons, according to reports from the Dallas News portal. The Super Bowl ranks as the second-largest beer consumption day in the country, only surpassed by Thanksgiving.
The Super Bowl fans’ favorite alcoholic beverages
Beer, the best-seller: Beer positions itself as the preferred drink of consumers during the Super Bowl. From classics to more innovative options, the choices are as varied as the game will be exciting. It is the perfect choice to enjoy the intensity of the game.
Wine, an elegant toast: Wine is increasingly becoming the favorite choice of many spectators during this sports event. Its versatility and sophistication add a special touch to the occasion, marking a change in mentality in how drinks are enjoyed during the Super Bowl and in other contexts, being a choice that goes beyond traditional limits. Although beer remains the number 1 adult beverage for the Super Bowl, 20% of adults claim they will drink wine, and 20% will drink some type of liquor, according to the latest Nielsen study on the Super Bowl.
Josh Cellars will again be one of the favorite wines for the Super Bowl in the US market. Scan data indicated that Josh Cellars’ base tier from Deutsch Family Wine & Spirits was the fastest-growing large wine brand in the $11-15 segment. Also, another important trend is the better-for-you segment.
The “better for you” segment grew +18% over the year in retail scan data. “Consumers are more interested in lower calories and low sugar, and the brands that are winning, like [yellow tail] Pure Bright, are touting those two features”.
co*cktails, a different touch for fun: Creativity is unleashed with co*cktails during the Super Bowl. From margaritas to mojitos, setting up a co*cktail station allows each spectator to personalize their favorite drink. It’s a fun way to add a unique touch to the celebration and elevate the game experience. Moreover, there are more alcoholic beverage choices that are competing for share, including ready-to-drink co*cktails, or RTDs, and alcoholic seltzers. It’s been reported that E. & J. Gallo’s High Noon hard seltzer, made with vodka (real juice, only 100 calories, no sugar added, and gluten-free) surpassed 16 million boxes in annual sales in 2023, according to a recent study by Outlook & Trends.
The Super Bowl goes beyond sports; it’s an annual celebration that I look forward to with enthusiasm. The choice of my drinks to share with friends and family is as crucial as the game itself. Between the undisputed leadership of beer, the growing popularity of wine, and the creativity of co*cktails, I am sure this finale will be unforgettable.
Cheers, and may the best team win!
Source: Wine Business
