The Impact of Alcohol Advertising During the Super Bowl: Examining the Rise of In-Spirit Consumption
NEW YORK (AP) — A bevy of alcohol brands will be in the Super Bowl advertising lineup this year after Anheuser-Busch ended its exclusive advertising sponsorship after more than 30 years.
As well as celebrities peddling Budweiser and Michelob Ultra, viewers will see some famous people touting the qualities of Heineken and Coors and even suggesting that they drink cognac or whiskey – responsibly, of course.
Anheuser-Busch, parent company of the Bud, Ultra and Busch beer brands, announced in June that it would end the exclusivity deal it signed in 1989. like the 2022 NFL Draft in Las Vegas.
And the St. Louis, Missouri-based beverage giant is still the biggest promoter of in-game alcohol, with three minutes of national airtime and a 30-second Budweiser regional spot.
On AB’s list this year: A Bud Light commercial features actor Miles Teller and his wife Keleigh dancing to music on hold. A regional Budweiser ad focuses on people connecting with a six-pack. A Michelob Ultra commercial spotlights actor Brian Cox and tennis star Serena Williams during a new member’s day at Bushwood Country Club, the golf club in “Caddyshack.” And a Busch Light ad features singer Sarah McLachlan sharing a tent with a wolf who spoofs her well-known animal welfare ad.
Other alcohol brands running ads include beer brands Heineken and Molson Coors, and spirits brands Remy Martin and Crown Royal, all keen to make their mark on the biggest advertising stage.
Brands pay premium dollars for advertising during the Gridiron classic, which attracts approximately 100 million viewers each year. That year, most 30-second commercials sold between $6 million and $7 million for ad space alone. Companies spend millions more to create the ads themselves and book celebrity sponsors.
Heineken is promoting its Heineken 0.0 non-alcoholic beer with an ad as part of its larger partnership with Marvel – the ad, which is under wraps until the game, will feature actor Paul Rudd as his Marvel character “Ant Man”.
“We were extremely excited when we heard that this category was launched and almost immediately we thought, you know, what a great way to really kickstart Heineken 0.0 and share this brand and this product with the wider market said Heineken Chief Marketing Officer Jonnie Cahill in an interview with the AP.
Beer sales in the US have remained stable, but the beer category has lost market share to other types of alcoholic beverages, said Bart Watson, chief economist at trade group Brewers Association.
Beer’s share of the alcohol market had fallen from 58% in 2000 to around 46% in 2022, while other alcoholic beverages, particularly spirits, have gained market share. But total beer keg shipments have still increased over the same period because the overall category has grown, according to figures from the Beer Institute and Brewers Association.
For Anheuser-Busch, the decision to end its Super Bowl exclusivity is likely to be about diverting marketing dollars, Watson said.
“They have a new generation that consumes alcohol and beer differently. (For AB), putting all your eggs in that basket isn’t going to deliver the returns it might have once had.”
Molson Coors is also keeping its promotion for the big game under wraps. But it’s trying to make a splash as a first-time national advertiser by letting fans bet, via betting site DraftKings, on what the ad will feature – such as whether the game will feature the Coors Light or Miller Lite brand.
Other alcohol ads have attracted celebrities: Diageo’s ad for its Crown Royal whiskey will feature musician Dave Grohl. Rémy Cointreau also uses Serena Williams in an ad promoting his Rémy Martin cognac.
Not all alcohol companies are jumping onto the national stage. Boston Beer Co. is sticking with a regional spot for its Samuel Adams beer – the third year it has run a regional ad. The ad features Bostonians imagining what would happen if everyone in town were nice and polite.
“Samuel Adams is a relatively small player in the beer category, so a regional approach allows us to be part of the Super Bowl conversation without having to pay the huge price of a national ad,” said Lesya Lysyj, Chief Marketing Officer. A The ad cut will roll out nationwide beginning the week after the Super Bowl, she added.
Aside from alcohol, big brands like Pepsi Zero Sugar, Doritos, M&Ms, Google, Downy and Kia will be promoting during Super Bowl LVII, which airs on Fox Sunday.
Mae Anderson, The Associated Press
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