The Kansas City Chiefs won the Super Bowl on Sunday with an exciting 21-point surge in the 4th quarter to defeat the San Francisco 49ers.
The nation’s beer drinkers didn’t keep up.
For the first time in three years, draft beer sales on Super Bowl Sunday fell compared to the previous year, according to a report from BeerBoard, a Syracuse-based company that measures pour volumes at more than 60,000 taps and supplies other data analysis for thousands of bars and restaurants across the country.
Overall, the amount of draft beer poured nationwide during the 2020 Super Bowl fell 1.3%, BeerBoard said today in its annual Big Game Pour Report.
“The game on the field came down to the last few minutes, keeping viewers engaged throughout,” the BeerBoard report stated. “That didn’t translate to more beer poured, though.”
The 2020 drop contrasts with the 5.8% increase in beer volume during the record-low scoring 2019 Super Bowl between the New England Patriots and Los Angeles Rams.
The 2018 Patriots’ loss to the Philadelphia Eagles in the Super Bowl was accompanied by a whopping 21.6% year-over-year draft beer increase. The 2017 Super Bowl had generated a 2.7% beer volume increase.
The overall drop in beer volume wasn’t the only surprise BeerBoard found in the date from Sunday’s game. Light lagers, always the top-selling style of beer during the big game, fell 1.2%.
“On a day where it typically jumps off the charts, Light Lager was surprisingly flat,” the BeerBoard
As far as specific beers, the MVPs in Sunday’s Super Bowl were Michelob Ultra (+28.7%), Coors Light (+10.9%) and Miller Lite (+9.3%). On the flip side, Bud Light was down 22%.
Lagers grew 6.7% overall, led by the Mexican brands, Modelo (+27%) and Dos Equis (+7.3%), BeerBoard found.
The craft beer favorite IPA had the biggest jump among styles at +28%. That was boosted by a 26% increase for Lagunitas IPA.
Kansas City won the beer bowl, too. Sales there were up 21.3% over 2019, while San Francisco was down 3%.
Miami, this year’s host city, saw an 11.4% boost in pour volume, led by Michelob Ultra (+62%), Bud Light (+23%) and Yuengling (+18%).
About BeerBoard
BeerBoard, headquartered at 225 W. Jefferson St. in Armory Square, monitors more than $1 billion in beer sales. Its clients include national chains like Buffalo Wild Wings, Hooters, Applebee’s, Twin Peaks, Mellow Mushroom and BJ’s Restaurant & Brewhouse. It’s also been adding breweries to its client list, and offers services to brands like Heineken, Diageo (the parent of Guinness), Genesee, Labatt USA, Lagunitas, Stone Brewing and Founders.
BeerBoard’s products include SmartBar, which generates real-time data insights on what the bar is pouring; BeerBoardTV, big screen digital menus visible from the bar or dining area; BeerBoard Menu, automated print and website menus; and BeerBoard Mobile, a mobile application designed for consumers.
All that gives BeerBoard the data it can use to determine the most popular beers, and beer styles, for the accounts it serves.
BeerBoard periodically mines its data to produce special reports, such as most popular beer syles of the year, market rankings for Thanksgiving Eve, and the most popular beers for Dad on Father’s Day.
Read more:
-- 2019′s top beers: Light, Lite and Lighter
-- Syracuse-based BeerBoard partners with drinks giants
Don Cazentre writes about craft beer, wine, spirits and beverages for NYup.com, syracuse.com and The Post-Standard. Reach him at dcazentre@nyup.com, or follow him at NYup.com, on Twitter or Facebook.
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Super Bowl 2020: Exciting finish, flat beer sales - syracuse.com
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