Case Study • 1 min Read
Did you notice a wider array of alcohol brands advertising in this year’s Super Bowl? 2023 marked the first time in over 30 years that AB-InBev (maker of crowd favorites Budweiser, Bud Light, and Michelob Ultra) did not own exclusive alcohol advertising rights. Until now, no other alcohol brands could run national Super Bowl ads.
After AB-InBev announced the end of their alcohol-ad monopoly, other adult beverage powerhouses bought up airtime. This year’s ads showcased Coors Light, Miller Light, Blue Moon, Crown Royal, and Rémy Martin. But not to worry, AB-InBev fans – AB-InBev ran four national Super Bowl ads this year, promoting Bud Light, Busch Light, and Michelob Ultra (x2).
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US adults have a taste for alcohol ads. When asked which industries should advertise in Super Bowl LVII, US adults most often chose packaged food and drink brands (61%). Within this category, consumers more often responded that they want to see alcohol brands advertise (47%) over non-alcoholic food and beverage brands (43%).
However, non-alcoholic beverages are also having a moment. Beverage manufacturers are putting more effort than ever before into producing satisfying zero-proof options. Heineken jumped on this trend, advertising Heineken 0.0, a non-alcoholic version of their popular beer. They partnered with Marvel, showing Ant Man sip his Heineken 0.0 to remain sharp before saving the world.
All the alcohol advertisers experienced gains after Super Bowl LVII, including:
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