Press Release

Press Release Jan 28, 2020

America’s Beer Distributors Are Gearing Up for Super Bowl LIV

Media contact: Erin Donar | EDonar@nbwa.org | 703-229-3702

141,000 employees nationwide, including nearly 3,000 in the Miami area, are delivering choice and high-quality beer ahead of the big game

ALEXANDRIA, Va. – This weekend, Americans will celebrate the gridiron as the San Francisco 49ers take on the Kansas City Chiefs in Miami for Super Bowl LIV. To prepare, local beer distributors are working on overdrive to ensure store shelves and bar taps across the country are stocked with an unparalleled selection of beer.

“This weekend, while you’re cracking open a cold one with friends and family and enjoying the big game, make sure you raise a toast to your local beer distributors,” said Craig Purser, NBWA President and CEO. “These hardworking men and women are working tirelessly to not only guarantee that beer demand is met but to ensure consumers have their choice of well-known brands and local craft brews alike.”

Across America, beer distributors employ 141,000 men and women — 3,000 of which work in the Miami region where the Super Bowl is taking place. As a whole, the beer industry supports nearly 50,000 local jobs and contributes close to $6 billion to the Miami metro area economy each year. According to Lester Jones, NBWA Chief Economist, the weeks leading up to the Super Bowl are a busy time for these employees.

“Each year, the Super Bowl marks the first major beer occasion for our industry, with distributors delivering millions of cases of beer to licensed retailers nationwide,” said Jones. “Super Bowl LIII was an incredibly busy time for beer distributors, and we expect LIV to be no different.”

According to NBWA and Fintech®, a leading solutions provider for beverage alcohol management, figures from Super Bowl LIII indicate strong beer sales for Super Bowl LIV.

In 2019, the metro areas for the New England Patriots and the Los Angeles Rams posted strong beer performance during the week leading up to the big game. Data provided by Fintech’s InfoSource™ estimates that the Boston area saw a 19 percent increase in sales to retailers across on- and off-premise establishments. Similarly, the Los Angeles area saw a 21 percent increase. The Boston metro area also saw volumes more than double in on-premise establishments such as bars, taverns and restaurants.

NBWA and Fintech estimate that Super Bowl LIII was the eighth biggest beer-drinking occasion of 2019 and the busiest time for beer distributors during the winter months.