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Americans Expected to Purchase More Than $1 Billion in Beer for Super Bowl LIV Parties


Beer remains clear beverage of choice for football fans nationwide according to Nielsen

WASHINGTON –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.

“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,” said 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-premise 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.

Download an infographic of the beer data by clicking here.

The U.S. beer industry generates more than 2.1 million American jobs and contributes more than $328 billion to the U.S. economy. Learn more at