SYRACUSE, NY (February 10, 2026) — BeerBoard, the leader in technology and automated intelligence for the on-premise hospitality industry, today released its 2026 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).
One of the biggest gathering and consumption of food and beverage events is the Super Bowl. With millions of viewers, a lot of insights can be gathered on this brief but high-energy day. With Seattle and New England looking to regain their winning ways, we at BeerBoard were hard at work crunching numbers in between our own consumption of wings, drafts and cocktails. We hope everyone enjoyed the game.
Cheers!
The BeerBoard Team
On-Premise Report: 2026 Big Game Performance
Draft Beer
Nationally, draft beers saw a decrease of -6.0%. Even the juggernaut style Light Lager saw a decrease of -.02%. Also decreasing were IPAs and Belgian Wit/White Ales. It was the Lager style that picked up where the others left off, with a 1.4% increase in volume. The underdog, Stouts/Porters style increased volume share, I think to keep those brave enough to face the extreme cold temperatures warm.
Even though Light Lager decreased, there is no stopping Michelob Ultra, which increased by 0.97% volume share. It’s picking up where it left off in 2025. Modelo Especial, Dos Equis and Pacifico also increased. Can you say Bad Bunny!
Package Beer
In the package space, it also saw a decrease in total volume of -6.2%. As with draft, Light Lagers saw a decrease in volume share of -2.5%, while Lagers increased by 1.0%. Other Bells of the Bowl (dad joke) were the Hard Seltzers, Non-Alcoholic and RTD cocktails, which increased volume share by 0.9%, 0.6% and 0.7% respectively.
Corona Extra, Dos Equis Lager Especial, White Claw Black Cherry, Heineken 0.0 and Budweiser were the top 5 packaged products that picked up volume share compared to last year’s Super Bowl. Growth in the RTD cocktail style was driven by Surfside Iced Tea and Lemonade + Vodka, Sun Cruiser Iced Tea & Vodka, High Noon Sun Sips Pineapple, and Nutrl Vodka Seltzer Watermelon.
Keep an eye out for wine-based RTDs and single-serve wine packaged products. Those are expected to see growth within this style.
Big Game Impact on Cities
Although Seattle and New England have great defenses, their preferences in styles are very different. Boston loves their Light Lager and Lagers, increasing their combined volume share by over 5%. Bud Light increased volume share by 3.1%, and Modelo Especial saw a 1.1% increase.
Seattle, on the other hand, saw those two combined styles decrease in volume share by over -2%, with Light Lager decreasing by -2.75%. This means Lagers increased slightly, buoyed by Pacifico and Coors Banquet.
Packaged Products Performance
Boston’s love of Light Lager and Lagers came at the expense of packaged products, which saw an almost mirror decrease in volume share of 5.5%. However, their appreciation of RTD Cocktails and Non-Alcoholic beverages led to volume share increases of 0.2% and 0.5%, respectively.
Seattle’s Lagers and European Lagers increased a combined 11.1%, while Light Lagers decreased by 8%. Non-Alcoholic drinks also increased by 2.5%, likely due to fans wanting to celebrate late into the night in a more responsible way.
Beyond Beer Products Performance
Stateside / Surfside led the charge in Beyond Beer. Would being based in Philly have anything to do with it?
Surfside Iced Tea and Lemonade + Vodka came in this year and grabbed 16.6% of Volume Share from competitor brands in the Beyond Beer category. White Claw Hard Seltzer Black Cherry is the top brand in Beyond Beer with a 17.6% share, though Surfside is quickly closing the gap.
Spirits & Wine Performance
The nation decided to play it moderate with decreases in total volume for both product categories. Tequila was a crowd favorite with volume increases, while whiskies and vodka drinks decreased.
On the wine front, although total volume increased, football fans are not the greatest wine drinkers while watching the Super Bowl. Chardonnay and Pinot Grigio were the two varietals showing healthy increases over last year.
There is one glaring difference between last year’s Super Bowl and this year’s. And no, I’m not talking about the engagement of Travis Kelcie to some singer…who am I kidding, I’m a huge Swifty. This year, we have the Winter Olympics, and it appears to have had an effect in the on-premise market.
Maybe there will be an analysis on that….
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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 beerboard.com.