BeerBoard, the leader in technology and automated intelligence for the on-premise hospitality industry, just released its 2025 Big Game On-Premise Report, a review of insights and performance data for the on-premise on the day of America’s most popular sporting event (and associated activities). This annual report shows the Big Game is much more than just the action on the field; it has a direct impact on bars, suppliers and markets. The 2025 report looks at February 9, 2025, and compares same-location data against February 11, 2024 (date of the 2024 Big Game).

Tracking over $1 billion in on-premise alcohol sales annually, BeerBoard’s real-time brand insights are generated from across national casual dining concepts, major regional and independent bars.

On-Premise Report: 2025 Big Game Performance

Draft Beer Volume Down Nationally

One of the biggest party days of the year, America celebrated as Kansas City went for a three-peat and Philadelphia was looking for its second title in team history. The day of the “Big Game” saw draft beer volume decline -4.6% nationally when compared to 2024. This is coming off a flat performance last year, when draft ticked up only 0.34%.

Draft Style and Brand Performance

Coming off two years of decline for the Big Game, Light Lager saw an increase of +5.6% on the day. Lagers, the #2 style, saw a noted decline of -6.5% in share. IPAs, the third-ranked style, decreased for the second straight year, down -7.9% over 2024. Michelob Ultra was again the top-poured brand nationally on the day, and was up a noted +11.9%. Bud Light, the #2 brand on the day, was -3.0% versus 2024. Miller Lite (+5.4%), Modelo Especiál (+9.6%) and Coors Light (+3.4%) rounded out the Top 5 for draft.

Big Game Impact on Cities

Hosting the Big Game for a record-tying 11th time, New Orleans did not see the bump a host city typically experiences. On the day of the Big Game, the “Big Easy” was -13.7% in draft volume when compared against 2024. The brand which realized the biggest growth on the day was Modelo Especiál, seeing an increase of +32.5% in volume.

In Philadelphia, fans were clamoring for their Birds to bring home the title. Draft volume was up +33.4% in the city on the day. Miller Lite dominated the taps, claiming a 34.3% volume share and was +15.6% over 2024.

Fatigue has set in for fans in Kansas City (at least in the on-premise). Making its fifth appearance in the Big Game in the past six years, Kansas City’s draft volume was down a significant -18.5% when compared to 2024. The biggest gainer on the day was Busch Light, which was up an incredible +145% in volume on the day.

Packaged Products Performance

Overall packaged volume decreased by 9% on the day of the Big Game (2025 v 2024). Light Lagers were the #1 packaged style and grew by +4.0%. Lagers checked in at #2, but saw a decline of -12.8%. RTD Cocktails were the biggest mover of the day, growing an eye-popping +189.7%. Non-Alcoholic (+31.8%) and European Lagers (-2.9%) were fourth and fifth, respectively.

Corona Extra, the #1 packaged brand, saw a noted decline of -13.4%. Michelob Ultra, the #2 brand, grabbed most of that void, jumping an impressive +11.1% on the day. Rounding out the Top 5 brands were Miller Lite (+3.7%), Coors Light (-3.5%) and Bud Light (-1.2%). 

Beyond Beer Products Performance

Stateside / Surfside led the charge in Beyond Beer. Would being based in Philly have anything to do with it? Surfside Iced Tea and Lemonade + Vodka came in this year and grabbed 16.6% of Volume Share from competitor brands in the Beyond Beer category. White Claw Hard Seltzer Black Cherry is the top brand in Beyond Beer with a 17.6% share, though Surfside is quickly closing the gap.

Spirits Performance

Agave led all spirits with a 24% volume share for the day. Whiskey checked in at #2 with a 21% share, followed by Vodka at #3 with a 14% share. Tito’s Handmade Vodka, the #1 Spirits brand with a 6.4% share, was down a notable -13.5% in volume on the day. Sauza Hacienda Tequila Gold, the #2 poured brand, was +52.1% in volume, while third-ranked Jameson Irish Whiskey grew +75.8% for the Big Game.