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After two years of growth, beer volume declined during Super Bowl LIV according to BeerBoard, a leading technology company with a digital platform able to track draft beer volume at US bars and restaurants.
Tracking over $1 billion in on-premise draft beer sales annually, BeerBoard’s real-time brand insights are generated from an extensive network of metered draft lines that spans national casual dining outlets as well as major, regional and independent bars.
BeerBoard’s retail client list includes industry players like Buffalo Wild Wings, Hooters, WingHouse, Twin Peaks and Mellow Mushroom. And all of them were pouring lots of draft beer on Super Bowl Sunday…just not as much.
In its annual Big Game Pour Report, the Syracuse, NY headquartered company which caters to the food and beverage industry, reported a 1.3% decline in on-premise beer sales during this year’s Super Bowl…The game on the field came down to the last few minutes, keeping viewers engaged throughout. But that didn’t translate to more draft beer being beer sold…
Taking a look at the cities of the participating teams, Kansas City, Missouri’s beer consumption was up 21.3% over 2019, while San Francisco was down -3%.
And on a day where beer drinking is traditionally off the charts, the Light Lager category was surprisingly flat (-1.2%) in 2020.
Lagunitas IPA, had a stong Superf Bowl
Michelob Ultra (+28.7%), Coors Light (+10.9%) and Miller Lite (+9.3%) all enjoyed a decent Super Bowl at the taps, while clubhouse leader, Bud Light was down 22%.
Unlike the Light Lager segment, Lagers grew 6.7% overall, led by the Mexican brands, Modelo (+27%) and Dos Equis (+7.3%).
IPAs saw the biggest jump among styles on Super Bowl Sunday, enjoying a 28% lift fueled primarily by a 26-point jump from Heineken’s Lagunitas IPA.
“The economic impact of hosting a Super Bowl is profound no matter where the game is held…and this year was no different.
Miami, this year’s host, saw a +11.4% climb in draft beer volume. Among brands enjoying the big game in Miami were Michelob Ultra (+62%), Bud Light (+23%) and Yuengling (+18%).
