Image Courtesy of Anheuser Busch
While some will of course tune in to Super Bowl XLVII to cheer on the Kansas City Chiefs or the Philadelphia Eagles, others are excited for the excuse to dig into an endless array of chips, dips and wings. As for the rest of us? We’ll be there for the commercials. (Have you seen our favorite Super Bowl commercials of all time?)
This year is especially exciting for beer and spirits lovers: Anheuser-Busch InBev—which owns brands including Budweiser, Michelob Ultra and Busch—is ending its 30-plus-year exclusive advertising sponsorship of the big game. Other booze brands are elbowing in, and the ads are already on the internet.
Though there are still plenty of Anheuser-Busch InBev ads in the commercial lineup (with three minutes of airtime planned), viewers will also get the chance to see ads from other players in the drinks space, including Heineken, Molson Coors and more.
Below, we break down the booze ads released so far in anticipation of Sunday’s game. Our two cents? Watch them while enjoying a classy Super Bowl cocktail or pair them with wine and your favorite Super Bowl foods.
The Best Boozy Commercials of Super Bowl 2023
In one of two teasers, Serena Williams is front and center as she sits at a bar. The bartender places a glass of Rémy Martin Cognac in front of her, and she looks at the camera against a backdrop of dramatic instrumentals. In the second teaser, she walks down a dark corridor with the same music. We’re anxiously waiting to see if she’ll be in a longer advertisement come Sunday.
Speaking of Williams, you can also find her (along with a slew of other stars) golfing at the Bushwood Country Club’s new members day. In the above spot, a Michelob Ultra-fueled spoof of the cult comedy Caddyshack, you’ll also see Succession’s Brian Cox, basketball stars Jimmy Butler and Nneka Ogwumike, soccer hotshot Alex Morgan, boxer Canelo Alvarez and footballer Tony Romo.
Instead of placing celebrities front and center, Budweiser showcased everyday people who crack open a cold one (though Kevin Bacon still narrates). The commercial aims to connect everyone through beer, and we’re here for it.
In the above spot, viewers are introduced to The Busch Guide, a fictional survival skills book written by “Busch Guy.” It advises anyone in the outdoors to ensure they have food, shelter and drinks—meaning Busch beer, of course. Surprisingly, Sarah McLachlan appears from a tent alongside a CGI wolf. Her famous song “In the Arms of an Angel” (yes, the one from all those ASPCA commercials) plays in the background.
In fact, she begins her introduction as if she actually is in one of those commercials (we’re still watching a beer commercial—right?) But don’t worry, Busch Guy quickly cuts her off, hilariously cracking open a beer.
There are a few teaser versions of this commercial online, but they all celebrate Canada. In it, rockers Dave Grohl and Donna Grantis record a gnarly version of the Canadian national anthem while sipping on a glass of Crown Royal.
In what may be the most relatable commercial, Miles Teller and his wife Keleigh Sperry Teller are waiting on hold for a customer service representative. They head to the fridge to help make time pass. A hold music-fueled dance party ensues, beers included.
Fans of Heineken have had this commercial on their radar for a few weeks. It stars Paul Rudd as his character from Marvel Studio’s Ant Man, casually sipping on a beer. The plot twist? It’s alcohol-free.