2024 Big Game
On-Premise Report

by JC Whipple

SYRACUSE, NY (February 13, 2024)  —BeerBoard, the leader in technology and automated intelligence for the on-premise hospitality industry, today released its 2024 Big Game On-Premise Report, a review of insights and performance data for the on-premise on the day of America’s most popular sporting event (and associated activities).

This annual report shows the Big Game is much more than just the action on the field; it has a direct impact on bars, suppliers and markets. The 2024 report looks at February 11, 2024, and compares same-store data against February 12, 2023 (date of the 2023 Big Game).

Tracking over $1 billion in on-premise alcohol sales annually, BeerBoard’s real-time brand insights are generated from across national casual dining concepts, major regional and independent bars.

BeerBoard’s robust client list features high-profile independent groups and major chain operators across North America. Retailers include industry leaders Buffalo Wild Wings, Hooters, Twin Peaks, WingHouse, Mellow Mushroom and Hickory Tavern. BeerBoard also partners with suppliers including Anheuser-Busch, Molson Coors, Constellation Brands, Lagunitas, Heineken and Yuengling.

We hope everyone enjoyed the game.

The BeerBoard Team


On-Premise Report: 2024 Big Game Performance

Draft Beer Volume Flat Nationally
On one of the biggest party days of the year, A
merica celebrated Kansas City and San Francisco vying for football immortality. The day of the “Big Game” saw draft beer volume flat nationally, seeing an increase of only 0.34% when compared to 2023.

Draft Style and Brand Performance
For the second consecutive year, Light Lager was down. This year, the leading style realized a decrease of -3.1% in share point percentage, following a 2.3% decline in 2023. Lagers, the #2 style, saw a noted increase of +5.1% in share points, while IPAs, the third-ranked style, decreased -1.9% over 2023.

Michelob Ultra was the top-poured brand nationally on the day but was up a modest 0.7% from the prior year. For the second straight year, Modelo Especiál saw the most growth among top brands, climbing 16% on the day (it was up 11.6% in 2023). Bud Light, the #2 brand on the day, saw a noted decline of 31.8% versus 2023.


Big Game Impact on Cities
Hosting the Big Game for the first time. Las Vegas saw a noted spike of +22% in pour volume when compared against 2023. The brand which realized the biggest growth in Sin City on the day was Michelob Ultra, seeing an increase of +59% in volume and a +1.5% increase in share points.

Fatigue may be setting in for fans in Kansas City. Celebrating its third title in the past five seasons, and fourth appearance in the Big Game in that span, Kansas City’s draft volume was down a nominal 0.3% when compared to 2023 (after seeing a lift of +5.7% last year). The draft of choice on the day was Bud Light. While down -12.3% when compared to 2023, regional affinity for the brand most likely mitigated the decline as compared to national consumption.

In San Francisco, fans were hoping for the first football championship since 1995. Draft volume was up +6.7% in the Bay Area on the day. Modelo Especiál, the #1 brand poured in California, saw an increase of +14% on the day.


Packaged Products Performance
were the top gainer among packaged products, growing +5.8% in share points for the day. Corona Extra, the #1 brand among packaged products and the top Import, was +1.5%. Modelo Especiál was the leader in share point growth, up +2.6% for the day. Beyond Beer, led by White Claw Black Cherry (+1.17) and High Noon Sun Sips Pineapple (+0.67%), was +2.7 in share point growth on the day of the Big Game.


Spirits Performance
Overall Rank among Spirits products in parenthesis (#) / Share Points
#1 Bourbon, Whiskey, Canadian: Jameson (#4 overall) / 4.4%
#2 Vodka: Tito’s (#1 overall) / 7.4%
#3 Tequila, Mezcal: Patron Silver (#2 overall) / 6.33%
#4 Rum: Malibu Original Coconut Rum (#3 overall) / 5.75%




About BeerBoard
BeerBoard is the leading technology solutions provider for the hospitality industry, enabling retailers, distributors and suppliers to make fact-based decisions about their complete alcohol management. The company manages more than $1 billion in alcohol sales and 100,000 products through its industry-leading solutions. Its patented digital platform captures, analyzes, and reports real-time data related to alcohol ordering, inventory and payments. Versatile and easily operated from a single dashboard, it has streamlined operations, efficiency and improved revenue across the United States. Find out more about how BeerBoard is changing the alcohol industry at