As millions around the country hit stores this week in preparation for this weekend’s Super Bowl parties, beer remains the number one beverage alcohol of choice on football fans’ shopping lists. According to data provided by Nielsen, last year Americans spent $1.2 billion on beer in the two weeks leading to the Super Bowl, compared to $568 million on distilled spirits and $652 million on wine.

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“As millions gather around their televisions to cheer on their favorite football team this Sunday, there’s one thing we can all agree on – beer is the beverage alcohol of choice for Super Bowl parties,” says Jim McGreevy, president and CEO of the Beer Institute. “Since Super Bowl I in 1967, football and beer have been inextricably linked, and there has never been a better time to be a beer consumer in the United States – with more than 7,000 breweries producing tasty, exciting, innovative products in every corner of our nation. The Beer Institute encourages everyone celebrating with beer this weekend to enjoy responsibly.”

By the numbers:

Off-premises alcohol sales in the two weeks leading up to the Super Bowl in 2019:

  • Beer: $1.2 Billion
  • Wine: $652 Million
  • Distilled Spirits: $568 Million
  • Beer Package Mix:
  • Aluminum Cans: 58.8%
  • Aluminum Bottles: 3.3%
  • Glass Bottles 37.4%
  • Plastic Bottles: 0.3%
  • With $1.2 billion, one could purchase 192,554 tickets to Super Bowl LIV at an average ticket cost of $6,232.
Beverage, Industry News