What was poured most on-premise during the Super Bowl?

BeerBoard sent over its 2024 Big Game On-Premise Alcohol Report this week — something BeerBoard is especially equipped to do thanks to its digital alcohol management solutions. This annual report shows the impact the Big Game has on alcohol brands, cities of the competing teams (Kansas City and San Francisco) and the host city (Las Vegas).

Draft Beer Volume Flat Nationally | The day of the “Big Game” saw draft beer volume flat nationally, seeing an increase of only 0.34% when compared to 2023.

Draft Style and Brand Performance | For the second consecutive year, Light Lager was down. This year, the leading style realized a decrease of -3.1% in share point percentage, following a 2.3% decline in 2023. Lagers, the #2 style, saw a noted increase of +5.1% in share points, while IPAs, the third-ranked style, decreased -1.9% over 2023.

Michelob Ultra was the top-poured brand nationally on the day but was up a modest 0.7% from the prior year. For the second straight year, Modelo Especiál saw the most growth among top brands, climbing 16% on the day (it was up 11.6% in 2023). Bud Light, the #2 brand on the day, saw a noted decline of 31.8% versus 2023.

Big Game Impact on Cities | Hosting the Big Game for the first time. Las Vegas saw a noted spike of +22% in pour volume when compared against 2023. The brand which realized the biggest growth in Sin City on the day was Michelob Ultra, seeing an increase of +59% in volume and a +1.5% increase in share points.

Fatigue may be setting in for fans in Kansas City. Celebrating its third title in the past five seasons, and fourth appearance in the Big Game in that span, Kansas City’s draft volume was down a nominal 0.3% when compared to 2023 (after seeing a lift of +5.7% last year). The draft of choice on the day was Bud Light. While down -12.3% when compared to 2023, regional affinity for the brand most likely mitigated the decline as compared to national consumption.

In San Francisco, fans were hoping for the first football championship since 1995. Draft volume was up +6.7% in the Bay Area on the day. Modelo Especiál, the #1 brand poured in California, saw an increase of +14% on the day.

Packaged Products Performance | Imports were the top gainer among packaged products, growing +5.8% in share points for the day. Corona Extra, the #1 brand among packaged products and the top Import, was +1.5%. Modelo Especiál was the leader in share point growth, up +2.6% for the day. Beyond Beer, led by White Claw Black Cherry (+1.17) and High Noon Sun Sips Pineapple (+0.67%), was +2.7 in share point growth on the day of the Big Game.

Spirits Performance | Overall Rank among Spirits products in parenthesis (#) / Share Points