Beer lost 3% share of Drizly sales to wine during Super Bowl LVI (February 13) compared to the “Big Game” last year, according to the e-commerce alcohol delivery platform.
Beer held a 23% share of Drizly sales during the game, trailing both liquor, which maintained a 41% share of sales on Drizly, and wine, which increased its share of Drizly shares from 33% to 36%.
Overall, the number of sales on the platform tripled compared to Super Bowl LIV in 2020 – the last Super Bowl before the COVID-19 pandemic — and increased +47% compared to 2021. Average order value increased +12% year-over-year.
Compared to February 2022 sales year-to-date, beer share of Drizly sales increased +8% for the day, while wine and liquor “slightly declined.”
Anheuser-Busch InBev’s (A-B’s) Bud Light was the top-selling beer SKU for the game, followed by White Claw Hard Seltzer Variety Pack No. 1 (Mark Anthony Brands), Coors Lights (Molson Coors Beverage Company), Corona Extra (Constellation Brands) and Miller Lite (Molson Coors). Stella Artois (A-B), Modelo Especial (Constellation), Michelob Ultra (A-B) and White Claw Hard Seltzer Variety Pack No. 3 and No. 2 rounded out the Top 10 for the category.
The Los Angeles Rams defeated the Cincinnati Bengals during Sunday’s game at SoFi Stadium in Los Angeles. In Cincinnati, wine claimed the largest category share (48%), followed by liquor (29%) and beer (24%), while in Los Angeles, liquor claimed the largest share (52%), followed by wine (28%) and beer (20%).
Bud Light was the top-selling beer product on Drizly in Cincinnati, while Modelo Especial took the top spot in Los Angeles. Nationally, American lager gained +2% share of beer during the game compared to February 2022, increasing from 11% to 13%, while light lager decreased -1%.
Ready-to-drink canned cocktails (RTDs) – included in the liquor category – gained 2% share of the category Sunday compared to February 2022 sales to-date, increasing from 2% to 4%. No RTDs made the national Top 10 lists for liquor or beer.