What You Need to Know to Win Big Game Sales

Dec. 31, 2019

On February 2, 2020, nearly 100 million LDA consumers are expected to gather around the television either at home or at an on-premise account and watch the largest sporting event of the year. In what is usually a slow sales period across the board for beer, wine and spirits, Super Sunday provides a noticeable spike in sales.

According to Nielsen, in the two weeks leading up to the Big Game, consumers spend $1.3 billion on beer and cider. They also spend close to $597 million on wine and $503 million on spirits.

For both on- and off-premise accounts, winning consumers’ dollars during these two weeks can set the tone for a successful year of sales. To ensure a victory with your customers, we put together a winning game plan of facts you need to know heading into Super Sunday.


1st and 10: Beer Remains Consumers’ Top Choice for Game Day Celebrations

Last year the The Beer Institute published a report which found that 76 percent of polled Americans who planned to watch the Big Game consumed beer as a part of the day’s festivities. That same report also found that 78 percent of those planning to enjoy beer said it was an important part of the experience, with half of those polled saying beer was very important to their celebration.


2nd and 6: Hard Seltzers are No Longer an Underdog

Super Bowl sales of hard seltzer have more than tripled since 2016, according to Nielsen.

A big reason for the surge is the fact that consumers are making healthier food and drink choices. Hard seltzers are often lower in both calories and alcohol than even a domestic light beer. Plus, most hard seltzers are gluten free, which gives them a leg up on those consumers with dietary restrictions.


3rd and 2: Wine and Spirits are Catching Up

While beer’s place on the leaderboard remains mostly uncontested, consumers are beginning to reach more and more for wine and spirits during the game.  Similar to hard seltzers, many consumers are drinking spirits instead of beer for healthful-related reasons, such as less calories and fewer carbs.

Canned cocktails have also evened the playing field with beer in terms of convenience.  Consumer favorites like Moscow mules, margaritas and even tiki-inspired Mai Tais are now available in cans. Even flavored vodka sodas now come in a can! Thanks to canned cocktails, your customers no longer must fill in as the bartender at their own game day parties.


4th and Goal: Variety is the Key to Victory

When it comes to Super Sunday, beer still has the home field advantage. However, shifting consumer preferences means a variety of beer styles is key.  

A few years ago, the idea of a variety pack was novel, but now, craft breweries are using the mixed variety packs as an opportunity to engage consumers in a unique, nimble way, catering to an assortment of tastes and occasions.

Breakthru Beverage has a fantastic selection of variety packs currently in stock. Below are a few of our favorites but reach out to your Breakthru Sales Consultant to browse our full inventory.


1. Boulevard Brewing Co. Flash Pack, 2. Blue Moon Share Pack, 3. Cervezas Clasicas Variety Pack, 4. Coors Light 18 Pack 5. Coors Light 16oz Can 24 Pack, 6. Modelo Especial 12 Pack, 7. Sierra Nevada The Sampler, 8. Samuel Adams Game Day Beers, 9. Seagram's Escapes Variety Pack, 10. White Claw Variety Pack, 11. Truly 24 Cans Variety Pack, 12. Truly Tropical Mix Pack

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