Evolving Alcohol Consumer Preferences from Super Bowl LIX

With thrilling football action, must-watch commercials, and halftime performances, the Super Bowl remains one of the biggest cultural events in the U.S. Traditionally; it has also been one of the largest drinking occasions of the year, second only to New Year’s Eve in terms of beer consumption. However, Alcohol consumption trends are shifting. More Americans are opting to reduce their Alcohol intake, with nearly 49 percent planning to drink less in 2025, a 44 percent increase from 2023.

Given this shift, MikMak took a deep dive into Alcohol consumer preference data to see how Super Bowl-related Alcohol shopping is evolving. Here is what we found from this year’s game:

Traffic for Alcohol has declined year-over-year, but 2025 shows a strong start

Between 2023 and 2024, MikMak’s data shows a 3.3 percent decrease in Alcohol Purchase Intent (PI) Clicks year over year. Purchase Intent Clicks measure the number of times consumers click through to a checkout option from MikMak-enabled media. 

Comparatively, 2025 so far, has already reached 14.67 percent of the total Alcohol PI Clicks that 2024 saw for the entire year. Given that we’re only about 11 percent into the year, this comparison shows Alcohol is off to a strong start in 2025, but that could be largely thanks to the Super Bowl.

The Super Bowl remains an essential moment for Alcohol eCommerce 

Although the year is just starting, the MikMak Shopping Index revealed that 71.4 percent of Alcohol Purchase Intent Clicks (or in-market traffic) happened two weeks leading up to (and including) the Super Bowl. This means a vast majority of Alcohol traffic this year happened surrounding the Super Bowl. 

Despite slower traffic in 2024, consumers still appear to be celebrating. Brands should use the Super Bowl to indicate future popular U.S. drinking occasions, including Cinco De Mayo and the Fourth of July. 

Stay close to the data, and innovate to stay relevant to shoppers

For Alcohol brands, the changing landscape presents both challenges and opportunities. Here are a few things to keep in mind when reaching shoppers:

• Diversify your product portfolio. With more consumers cutting back on Alcohol, brands need to rethink their messaging and promotional strategies. Creating and highlighting low ABV or Non-Alcoholic alternatives could resonate well with consumers.
• Know where your consumers are checking out. Using data to understand consumer preferences and ensure your products are available where your shoppers need them.
• Partner with MikMak and ensure a seamless and compliant shopping experience. In the Alcohol industry, balancing a seamless shopping experience while complying to all laws and regulations can be tricky. MikMak is the only solution on the market that allows brands to:
  
  • Configure the number of unique retailers, at a state-level, to comply with Tied House and Marketplace Laws
  • Go live on Retail Media while complying with regulations
  • Customize compliance messages that appear on shoppable landing pages and media
• Use first-party data by partnering with an eCommerce Analytics software like MikMak to learn more about consumer preferences, and tailor your marketing to resonate the most with them. MikMak’s advanced analytics and dashboard include a custom report builder, unique retailer metrics, and robust API functionality that integrates with business tools. 

While the Alcohol landscape is shifting quickly, brands that appeal to the latest consumer preferences will withstand the test of time.

Want to understand how the latest trends impact your brand? Schedule a demo with MikMak to explore shopper insights and optimize your digital strategy.