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Wine sales rise in run-up to Super Bowl

Traditionally a beer-related sporting event, the NFL Super Bowl is increasingly leading to a boost in wine sales.

With this year’s Super Bowl 50 taking place in California, local winemaker are reportedly planning promotional campaigns to capitalise on the million (or so) people projected to visit the region over the weekend.

As reported by The New York Times, Nielsen figures show that beer sales across the US rise by about US$40 million in the week leading up to the Super Bowl, meanwhile wine and spirits sales rise $20m over the same period.

Although this is half that of beer, considering the size of the beer category as a whole the margin is perhaps closer than it first appears.

One suggestion for the rise in wine in the run up to ‘the big game’ is the greater number of women watching it.

Men constitute the majority of viewers during the regular season, with around 33% of viewers being women. Once the playoffs begin that number rises sharply and around 46% of viewers watching the Super Bowl will be women.

As a result, spending on wine increases as it is bought in greater quantities to cater for women at Super Bowl parties and tailgates.

Fans at the game in Levi’s Stadium, Santa Clara, next Sunday will probably have the most extensive wine selection available to them ever offered to football fans.

Reflecting California’s reputation as one of the US’s leading wine and craft beer producers, the stadium’s concession stands have an impressive line-up of local products.

There are 12 wines available to fans throughout the stadium (mostly on tap) while Super Bowl attendees lucky enough to have a seat in one of the 174 suites in the stadium will have a choice of 60 ‘high-end’ Californian wines to choose from.

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