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A new era for alcohol advertising gets a slow start

February 17, 2023

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The first game following Anheuser-Busch InBev calling it quits on its 33-year alcohol advertising monopoly, Super Bowl LVII represents a milestone moment for the alcohol brands who could make an in-game appearance. For many, the spotlight also ushered in the challenge of living up to the hype.

Despite the pressure, the opportunity proved too big to pass up, even with a $7 million price tag for a 30-second commercial in this year’s game. Alcohol buy-ins came from new faces including Crown Royal, Rémy Martin and longtime absentee Molson Coors, among others, and spanned multiple sectors including beer, canned cocktails and spirits like cognac and whiskey. Heineken dedicated its spot to its non-alcoholic beverage offering.

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