Mason Delacroix
Alcohol advertising during the Super Bowl has been dominated by Anheuser-Busch InBev (AB InBev) since 1988, with Budweiser and Bud Light ranking in the top three leading advertisers during the Super Bowl between 2010 and 2020. However, in 2023, AB InBev relinquished its exclusive alcohol advertising rights, allowing other alcohol brands to enter the Super Bowl ad lineup. This year, five beer advertisers have shared plans to run ads during the game, with AB InBev still leading the charge with four of its brands: Budweiser, Bud Light, Stella Artois, and Michelob Ultra. Other alcohol brands running ads include Heineken, Molson Coors, Remy Martin, and Crown Royal. With the Super Bowl drawing about 100 million viewers each year, alcohol companies are willing to pay premium prices for ad space, with 30-second ads costing up to $8 million.
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What You'll Learn
AB InBev's loss of exclusive alcohol advertising rights
The Super Bowl is a unique platform for corporations to reach millions of people. Alcohol companies are heavily invested in the Super Bowl, and in 2020, they were the second-leading spenders on advertising during the Super Bowl in the US.
Anheuser-Busch InBev (AB InBev) has held exclusive advertising rights to the Super Bowl in the alcohol category since 1988 or 1989. The company owns popular beer brands such as Budweiser, Corona, Busch Light, and Stella Artois. However, in 2022, AB InBev gave up its exclusive Super Bowl ad rights in alcohol, ending a 33- or 34-year monopoly. This decision opened the door for competitors, such as Molson Coors and Diageo, to advertise during the Super Bowl. Despite relinquishing exclusivity, AB InBev still ran advertisements for multiple brands during the 2023 and 2025 Super Bowls.
The loss of exclusivity by AB InBev was not surprising to some, given the high cost of such arrangements, estimated to be as high as $40-$50 million per year. Additionally, the value of exclusivity has diminished as other brands can run pre-game ads and leverage digital media to make references to the Super Bowl.
The 2023 Super Bowl was historic due to the increased competition in alcohol advertising, with AB InBev facing rivals in the beer and booze war. The alcohol industry spent $42 million on advertising during the 2023 Super Bowl, with a 30-second ad spot costing $8 million.
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Beer advertising rules
To ensure compliance with these guidelines, advertisers of alcohol typically review demographic data before placing ads. For example, they may seek media outlets where 70% or more of the audience is of legal drinking age. Physical advertisements are also subject to rules regarding placement, with restrictions on locations near schools, public playgrounds, churches, or other places with high volumes of underage individuals. Some states have regulations specifying that print advertisements for alcohol must be at least 500 feet from these locations. Civic events such as college sporting events, fairs, and other events with large underage audiences may also be subject to state-based regulations regarding alcohol marketing.
In addition to these placement-based rules, there are also content-based restrictions on alcohol advertising. Alcohol advertising must not target minors through images or age-directed marketing ploys that may intentionally attract younger consumers, such as depicting Santa Claus. The development of alcopops – sweet-tasting, brightly coloured drinks with names that may appeal to a younger audience – has been an area of concern in this regard. Studies have found that beer advertisements can influence an adolescent's knowledge, preference, and loyalty for beer brands, as well as their drinking behaviour and intentions.
Despite these self-regulatory efforts, the effectiveness of the rules remains a subject of debate. Scientific research has demonstrated a correlation between alcohol beverage advertising and alcohol consumption, especially among initially non-drinking youth. However, some commentators argue that effective alcohol campaigns only increase a producer's market share and brand loyalty, rather than causing higher consumption.
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Alcohol advertising costs
The Super Bowl is a unique platform for corporations to reach millions of people. Alcohol companies, in particular, are heavily invested in the Super Bowl. In 2020, alcohol companies were the second-leading spenders on advertising during the Super Bowl in the United States, after the automobile industry. The alcohol industry spent $42 million on alcohol advertising during the Super Bowl, with beer and wine companies spending almost $45 million.
In 2022, a thirty-second spot during Super Bowl LVI cost $7 million. The high cost of advertising during the Super Bowl is justified by the enormous viewership numbers, with a segment of the audience tuning into the Super Bowl only to view commercials. In 2010, Nielsen reported that 51% of Super Bowl viewers tuned in for the commercials. This guarantees corporations, such as alcohol producers, high numbers of exposure and a return on their expensive investments in Super Bowl advertising campaigns.
The Super Bowl has been tightly linked to the Budweiser beer brand for decades. This is because Anheuser-Busch InBev (AB InBev), which owns Budweiser and other beer brands such as Corona, Busch Light, and Stella Artois, has possessed exclusive advertising rights to the Super Bowl in the alcohol category since 1988. For at least a decade, AB InBev product promotions have dominated the Super Bowl. Two of their beer brands rank in the top three for leading advertisers during the Super Bowl between 2010 and 2020. The Bud Light brand ran the most in-game Super Bowl commercials between 2010 and 2020, airing 26 ads.
During the 2023 Super Bowl, the alcohol industry nearly doubled its spending on alcohol advertising compared to 2022. Alcohol companies spent more than $84 million on advertising during the Super Bowl, with eight commercials and a total of 361 seconds of alcohol ads. AB InBev was the game's largest advertising spender, and the company also bought 30 seconds of regional commercial time.
For the 2025 Super Bowl, some brands spent up to $8 million for a commercial, with 30-second ads going for a reported $8 million. Five beer advertisers shared plans to run ads during the game, with AB InBev leading the charge despite no longer being the Super Bowl's exclusive alcohol advertiser. AB InBev secured time for four of its brands: Budweiser, Bud Light, Stella Artois, and Michelob Ultra.
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Celebrities in alcohol ads
Alcohol companies view the Super Bowl as a key platform to reach millions of people with their brand promotions. In 2020, alcohol companies were the second-leading spenders on advertising during the Super Bowl in the United States, after the automobile industry. In 2022, the beer and wine industries alone were the fourth-leading spenders on advertising during the Super Bowl, spending almost $45 million on advertising during the event.
Alcohol companies are investing billions to ensure that their advertisements reach children, youth, and adults. They do so to drive consumption of their products and maximize profits. The Super Bowl has been tightly linked to the Budweiser beer brand for decades, with Anheuser-Busch InBev (AB InBev) possessing exclusive advertising rights to the Super Bowl in the alcohol category since 1988. However, in 2023, AB InBev relinquished its exclusive rights, allowing more alcohol industry competitors to advertise during the Super Bowl.
Many celebrities have been featured in alcohol ads during the Super Bowl. In 2023, Serena Williams was featured in two separate alcohol brand promotions: Rémy Martin and Michelob Ultra. Other celebrities who have endorsed alcohol brands during the Super Bowl include Brian Cox, Nneka Ogwumike, Jimmy Butler, Alex Morgan, Tony Romo, Canelo Álvarez, Kevin Garnett, Paul Rudd, Miles Teller, Keleigh Sperry Teller, and soccer star Lionel Messi.
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Alcohol-free beer ads
Alcohol companies have traditionally invested heavily in advertising during the Super Bowl, with beer commercials being a staple of the event. In 2022, the beer and wine industry was the fourth-largest spender on advertising during the Super Bowl in the United States, with companies spending nearly $45 million on advertising during the event.
However, in recent years, there has been a shift towards non-alcoholic beverages, with younger people drinking less and non-alcoholic beer becoming increasingly popular. As a result, alcohol-free beer ads have started to make an appearance during the Super Bowl. For example, in 2023, Heineken advertised its non-alcoholic beer Heineken 0.0 during the Super Bowl, and in 2025, the non-alcoholic version of Michelob Ultra was featured in their Super Bowl ad for roughly one second.
In 2023, the Super Bowl saw a flood of beer and alcohol ads after AB InBev relinquished its exclusive advertising rights, which it had held since 1988. This opened the door for more alcohol industry competitors, including Heineken, which featured its alcohol-free Heineken 0.0 in a commercial.
While alcohol-free beer ads are still not as prevalent as their alcoholic counterparts, the trend towards non-alcoholic beverages may lead to a shift in advertising strategies in the future. As younger people drink less and opt for non-alcoholic alternatives, alcohol companies may need to adapt their marketing campaigns to target these changing consumer preferences.
It is worth noting that there are concerns about the impact of alcohol advertising during the Super Bowl on children and adolescents. Some advocate for protecting individuals who choose not to consume alcohol from exposure to alcohol marketing, suggesting that policymakers should break the cycle of heavy alcohol marketing and its contribution to rising alcohol use.
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Frequently asked questions
There were at least 10 alcohol ads during the 2023 Super Bowl. Budweiser, Ultra, Busch, Coors, and cognac all had commercials. Heineken, Molson Coors, Remy Martin, and Crown Royal were also among the alcohol brands that ran ads.
Anheuser-Busch InBev (AB InBev) had the most alcohol ads during the 2023 Super Bowl. The company had four ads, totalling three minutes of national airtime and 30 seconds of regional airtime.
Most 30-second ad blocks sold for between $6 million and $7 million.
Celebrities who appeared in alcohol ads during the 2023 Super Bowl included John Travolta, Paul Rudd, Dave Grohl, Serena Williams, and more.
The Super Bowl is a unique platform that allows corporations to reach millions of people. Alcohol companies invest heavily in Super Bowl advertising to promote their brands and drive consumption of their products.
