Will Beer Bubble Up in Super Bowl LIX?
It’s looking like alcohol brands will make a comeback this year: Anheuser-Busch InBev alone already has five spots set for Super Bowl LIX, and Coors Light will also make an appearance.
Alcoholic beverages — especially beer — have long been a mainstay of Super Bowl advertising. But recent years have seen the “sober curious” movement gaining significant traction, reflecting a cultural shift toward healthier, more mindful living. This trend has not only caused alcohol brands to adjust advertising strategies (including during the Super Bowl, as iSpot data below reveals), it’s also created a market opportunity for alternative beverages that allow people to enjoy social settings without the pressure to drink. Liquid Death, a beverage that sure sounds alcoholic but actually isn’t, will air its first national Super Bowl ad this year.
All that being said, it’s looking like alcohol brands will make a comeback this year: Anheuser-Busch InBev alone already has five spots set for Super Bowl LIX, and Coors Light will also make an appearance.
- Last year, there were only four alcohol ads during the Super Bowl LVIII, accounting for 7% of in-game ad minutes.
- That’s down half from 2023’s Big Game (eight spots and 15% of ad minutes).
- Since 2010, the game with the largest share of alcohol ad minutes was Super Bowl LIII in 2019, with 16%.
Check out more Super Bowl insights from iSpot and other Measure partners in our special Super Bowl hub.
