America’s Beer Distributors Deliver Variety to Local Shelves, Bars for Big Game | NBWA: America's Beer Distributors

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Press Releases| Jan 31, 2018

Sales in Boston, Philadelphia Likely to Increase as Fans Cheer on Home Teams

Alexandria, Va. – As Americans prepare to watch this year’s Super Bowl, the National Beer Wholesalers Association (NBWA) is recognizing the men and women of the beer distribution industry who deliver a wide selection of beer to licensed retailers for consumers to enjoy.

“From familiar domestic brands to intriguing imports and exciting new products from local and small craft brewers, America’s beer distribution employees are working to make sure the marketplace offers an unparalleled variety of beer for consumers to enjoy during the big game,” said NBWA President & CEO Craig Purser.

NBWA Chief Economist Lester Jones added, “There are many great opportunities for consumers to enjoy beer during the year, and the Super Bowl is definitely one of them. Beer distributors and retailers serving the local markets in Philadelphia and Boston can expect to see a boost in sales as fans gather to cheer on their home teams at bars, restaurants and at home.”

Last year’s sales are a good indication of what to expect this year. In 2017, the Super Bowl teams' hometown metro areas ​posted strong beer performance during the week running up to the Super Bowl. Using sales to retailer data provided by Fintech’s InfoSourceTM, the Boston DMA saw a 15 percent increase in sales across on- and off-premise establishments. The Atlanta metro saw a jump in sales of 19 percent. In both markets, bars, taverns and restaurants saw almost a 10 percent increase in volumes.

NBWA encourages responsible consumption before, during and after Sunday’s big event.