InBev has used the Super Bowl for decades primarily as a vehicle to sell beer. In a few weeks, however, the brewing giant will be serving a much wider array of beverages at the Big Game., will chart a return to the gridiron classic after staying on the sidelines in 2021 for the first time in 37 years. Yet Anheuser seems poised to use most of its four minutes of ad time in NBC’s broadcast of Super Bowl LVI to call attention to trendier potables which more consumers are imbibing.
“As we look to this year’s Super Bowl, we are excited to illustrate how Anheuser-Busch is accelerating its transformation and further adapting to today’s consumers,” said Benoit Garbe, Anheuser-Busch’s chief marketing officer, in a prepared statement. Anheuser often has an outsize influence on the tone of the annual football extravaganza. The company is one of the biggest annual spenders in the Super Bowl, and is estimated to have spent around $53 million on ads during CBS’ broadcast last year of Super Bowl LIV, representing 11% of overall revenue from the event. NBC has been seeking between $5.8 and $6.5 million for a 30-second slot in the event, slated to be broadcast on Sunday, February 13, from Los Angeles.
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