For the first time since 1989, the Super Bowl will feature alcohol ads that weren’t made by Anheuser-Busch

Anheuser-Busch is ending its more than 33-year-old exclusive deal with the Super Bowl. Other alcohol brands are already jumping in.

Since 1989, beer giant Anheuser-Busch has been the only alcohol brand able to air its advertising on Super Bowl television broadcasts due to an arrangement with the NFL. But the company refused to renew the Super Bowl 57 agreement in February. Adweek first broke the news.

In next year’s game, Budweiser and Bud Light will have to compete with other beer brands.

The Rival Molson Coors, whose brands include Blue Moon and Miller Lite, is already planning to invest in ad space for next year’s Super Bowl.

The company said it’s the first major brewing company to cash in on the end of an exclusivity deal, and marks its return to the Super Bowl ad space for the first time in more than three decades.

Molson Coors has already purchased a 30-second spot, calling the Super Bowl ad’s decision “a no-brainer,” but not revealing any other details about the ad.

“It’s the first time in 30 years, so we think it’s going to be fun,” Michelle Saint-Jacques, chief marketing officer of Molson Coors told CNN Business. “Not only for our brands, but also for consumers,”

The Super Bowl routinely draws more than 100 million viewers in the United States, and it’s a goldmine for advertisers. But Molson Coors said it has been “de facto banned” from advertising in a space dominated by Anheuser-Busch’s horses, frogs and cladsdale dogs and a host of other popular Bud commercials over the years.

“Since 1989, there has only been one official advertiser for beer during the Super Bowl, and frankly, that’s no fun,” Saint-Jacques said. “After nearly 40 years, you can bet our brands will deliver this year. Keep it up.”

Anheuser-Busch did not respond to CNN’s request for comment.

Beer sales have plummeted in recent years as consumers have been drawn to alcoholic alternatives, including canned soft drinks and cocktails. This year, a new Anheuser-Busch ad spotlights Cutwater Spirits mixed drinks, like mule vodka, lime margaritas and tiki rum mai tais. Canned cocktails have become a fiercely competitive category for alcohol makers.
In 2021, Budweiser’s famous Clydesdale horses exited the Super Bowl for the first time in 37 years, instead diverting advertising money to support awareness of the Covid vaccine.

In previous years, Molson Coors made their way to the competition in various ways. Last year, the company launched the first bar in the metaverse for Miller Lite.

Alcohol ads won’t be the only big game change for next year: Pepsi announced this year that it won’t be sponsoring the Super Bowl halftime show in 10 years.

The next Super Bowl will take place on February 12, 2023, in Glendale, Arizona, and will be broadcast on Fox.

CNN’s Daniel Weiner Brunner and Jordan Valinsky contributed to this story.

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