That’s the national figure. In Los Angeles, the Super Bowl host city, pour volume increased 341%, according to BeerBoard.
The Big Game Pour Report found that after two years of flat volume, Light Lager show a 30% increase but still was down 3.9%. Since 2020, BeerBoard said, the style has lost 9.3% in share. Lagers, +42% in volume in 2022, were up a nominal +0.3% in share this year, but is up a solid +2.6% overall since 2020. Bud Light was the top brand nationally, and
realized a nice bump of +18% in volume. Modelo Especial was the biggest mover among leading brands poured, climbing +70% nationally and an eye-popping +212% in Los Angeles, the Big Game’s host city.
For the second straight year, the host city was also the home of a participating team. Los Angeles saw a massive spike of +341% in pour volume when compared against 2021, though it should be noted the city was under heavy Covid restrictions at the time, Beer Board said. When looking at the date of the 2020 Big Game, LA was down -17.6%. Modelo Especial was the top brand poured in the city for the day.
Cincinnati, returning to the Big Game for the first time in 33 years, was up a healthy +55% over 2021 volume and +13% over 2020. Fans enjoying the game, at least until the end, made Bud Light the preferred draft beer in The Queen City