People left stunned by price of a beer at the Super Bowl

The LA Rams won last night’s Super Bowl against the Cincinnati Bengals, while Dr Dre, Snoop Dogg, Eminem and others delighted fans with the half time show. But people online were talking about something else entirely: the price of the beer inside SoFi stadium.

Now look, it’s fair to say that sports fans are used to paying a premium for their booze the minute they set foot inside a stadium. After all, where else are you going to buy a beer from?

In my younger and more innocent days, I balked at spending £6 on a beer at the football, so it’s perhaps no surprise that I nearly fell over when I was quoted US$15 for a pint at the Barclays Center in Brooklyn at a Deontay Wilder fight.

However, amid all the pomp and furore surrounding the Super Bowl yesterday, people online were left stunned at the price of a beer inside SoFi stadium in California.

Sports business reporter Darren Rovell tweeted a picture of the alcohol selection on offer at the stadium, with various beers and spirits broken down into premium and ultra premium price brackets.

Alcohol selection at the Super Bowl

(📷 by @stadiyums) pic.twitter.com/DRCrwyWsrA

— Darren Rovell (@darrenrovell) February 11, 2022

For example, a double measure of Don Julio, Ciroc or Tanqueray 10 would set punters back US$25.

Meanwhile, the craft beer selections clocked in at $19, which would get drinkers a serve of Kona, Golden Road Mango Cart or Elysian Space Dust.

The premium beer serve was Michelob Ultra, which was priced at $17.

And it’s fair to say that fans were taken aback by the prices.

“I’ll never understand it. How can a Michelin [sic] ultra be 17 dollars legally. It’s insane. Price gouging.” one Twitter user wrote, while others pointed out that you could buy a case of Michelob Ultra elsewhere for the same price.

However, another Twitter user took a different view. “If you can afford to attend the game, you can absolutely afford these prices. Everything’s relative.” They pointed out.

“Bad but actually not as horrible as I would have guessed.” A third commenter added.

In general, though, there was plenty of disbelief around the beer prices, with many pointing out that the premium spirit selections, at $20 for a double, was probably the best value the menu had to offer.

In any case, the Rams saw off the Bengals 23-20, and Eminem took the knee during the halftime show.

Meanwhile, here are the 10 most popular beers that people order during the big game, according to grocery delivery service Instacart.