Whether it is a celebratory toast or a sip to calm the nerves, many people enjoyed a libation or two during the big game. Even if Monday morning might be deemed National Hangover Day, the reality is that food and beverage consumption trends from the event help brands better prepare for the next big launch. One spirit soared and it seems likely that it will keep climbing.
From Philly’s Surfside RTDs to Garage Beer, there were many connections between food and beverages during the big game. It was more than the beer commercials that made people laugh or the Uber Eats commercials touting that football was created to get people to eat more food.
Ahead of the game, Zach Poelma, Senior Vice President – Strategy and Insights Center of Excellence at Southern Glazer’s Wine & Spirits, predicted that tequila would be surge in popularity. While some people impressed guests with pricey whiskey and others cracked open RTD beverages, tequila is having a moment in the spirits world.
The rise in tequila’s popularity is more than just as a spirit in a classic cocktail, like the margarita. Many of the brands highlight the importance of offering an additive free spirit. The label is not meant to be greenwashing, which is seen in many food and beverage categories. The additive free characteristic is something that consumers want.
Tequila is regulated by particular Mexican laws. While there is leeway in the interpretation of those statutes, the reality is that more brands are touting their willingness to tow the line. Keeping the unwanted extras out of the bottle is a driving point for sales.
Keeping the additives out of the bottle is more than just a clean eating aspect. It is another element that reflects the change in overall consumption. If a person is choosing to have a libation, it needs to fit into their overall lifestyle choice.
As seen in the rise of the sober curious, non-alcoholic, or mocktail category, people want to better understand their consumption. It does not mean that they will skip a drink entirely. Instead, they want a better drink in the glass. Ensuring that their liquor is additive is imperative.
During a Total Wine and More roundtable discussion, Michael Lowry, Vice President, Global Spirits Sourcing discussed the rise in additive free tequilas. When consumers have a choice, it is not the celebrity endorsement or the fun bottle that drives the purchase. It is understanding the methodology and purpose in creating that liquor aligns with a consumer’s overall ethos.
For now, the win during the big game was tequila. Given the rise in consumer awareness over additive free spirits, the surge in popularity will continue to grow.