Although Nielsen predicted we’d be drinking a lot of Pinot Grigio, hard seltzer, and hazy IPA, beer remains a top choice among Super Bowl audiences whether at home, at a bar, or at the game.
To suss out just how much beer was being poured at bars and restaurants in its client base, BeerBoard, a data and consumer engagement company whose clients include Buffalo Wild Wings (the largest pourer of draft beer in the U.S.), Hooters, Twin Peaks, Applebee’s, Mellow Mushroom, and BJ’s Restaurant & Brewhouse, analyzed beer pour volume at thousands of chain restaurants on Super Bowl Sunday.
It then compared results for Feb. 3, 2019 to last year’s Super Bowl data on Feb. 3, 2018.
10 Takeaways from BeerBoard’s 2019 Big Game Pour Report:
- Beer volume increased in 2019, with on-premise consumption growing 5.8 percent over 2018.
- In Atlanta, where the Super Bowl was held, pour volume increased 20.2 percent over 2018, when it took place in Minneapolis.
- Light lager was the most-poured style nationally, growing 17.8 percent over 2018.
- Coors Light saw the biggest increase at 20 percent, followed by Miller Lite at 18.1 percent. Bud Light, meanwhile, increased a mere 4.6 percent.
- Modelo increased 37.4 percent over 2018, and Dos Equis increased 4.1 percent.
- In Los Angeles, Miller Lite consumption increased 88 percent.
- Budweiser decreased nearly 49 percent nationally over 2018. However, it usurped Guinness as the most-sold beer in New England in 2019.
- Lager as a category decreased overall (13.1 percent). However, in New England, lager increased nearly 12 percent, driven by growth of Samuel Adams Boston Lager, which increased 28 percent over 2018.
- Craft beer also decreased overall (7 percent), and local craft took an even harder hit, dipping 17 percent over 2018.
- In New England, IPA fell 15.5 percent. IPA decreased 6.1 percent nationally.
Can’t win ’em all.