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Super Bowl LIV: America set to spend over a billion dollars on beer before the game even begins

A new study says that 76% of Americans preparing to watch the Super Bowl this year are planning on drinking beer as part of their festivities. The report also reveals that 78% of those planning to enjoy beer while taking part in Super Bowl activities said it was an important part of the experience.

It's no secret. Beers and Super Bowl Sunday is a relationship as old as time and according to a new study, it appears Americans are expected to have spent over a billion dollars on beer before the game even begins.

On their official Facebook page, The Beer Institute shared a breakdown of beer sales ahead of the big game. "As millions around the country hit stores this week in preparation for this weekend’s Super Bowl parties, beer remains the number one beverage alcohol of choice on football fans’ shopping lists," the post reads. "According to data provided by Nielsen, last year Americans spent $1.2 billion on beer in the two weeks leading to the Super Bowl, compared to $568 million on distilled spirits and $652 million on wine."

“Across the country, men and women will take a few hours this Sunday to enjoy good friends, good food, good football, and–of course–good beer,” Jim McGreevy, president and CEO of the Beer Institute, said in a statement released on the Institute's website. “Our nation’s more than 5,600 brewers and beer importers are proud to be part of Super Bowl Sunday, and they have poured their talent and dedication into making sure each celebrant has the right beer for Sunday’s game and future occasions throughout the year.” 

According to the statement, 76% of Americans preparing to watch the Super Bowl this year are planning on drinking beer as part of their festivities. The report also reveals that 78% of those planning to enjoy beer while taking part in Super Bowl activities said it was an important part of the experience, with half of those respondents saying beer was very important to their Super Bowl celebration.

The report is based on a nationwide survey conducted by Quadrant Strategies from January 21, 2019, to January 25, 2019, on behalf of the Beer Institute. The survey was administered online to 1,175 American adults age 21 years old and older.

Super Bowl LIV is scheduled to begin at 6:30 p.m. and will be broadcast on FOX.