Super Bowl LX Ad Wars: Strategic Playbook for Alcohol Brands

The Super Bowl remains a “massive opportunity” for alcohol brands, thanks to record audiences and expensive ad slots. With 2025’s Big Game drawing a record 127.7 million U.S. viewers, companies are pouring resources into creative campaigns that resonate during the game and beyond. This year’s marketing playbook emphasizes authenticity, cultural relevance and shareable storytelling. As one industry insider notes, Gen Z drinkers crave “real connection” and Instagram-worthy content from the brands they choose. Ahead of Super Bowl LX, alcohol marketers have unveiled a mix of nostalgia, celebrity-driven comedy, high-tech spectacle and lifestyle activations designed to spark conversation on social media and retail. Key campaigns include Budweiser’s patriotic Clydesdale spot, a Bud Light keg caper, Svedka’s AI-powered robot dance, Michelob Ultra’s Team USA ode, Don Julio’s Latino Game Day series and Smirnoff’s fashion-centric events. Together, these initiatives illustrate how the alcohol industry is adapting its big-game strategies to current cultural trends and platforms.

• Budweiser – “American Icons” (Patriotic Storytelling). In its 150th anniversary year, Budweiser leaned heavily into Americana. The 60-second spot (titled American Icons) features a Clydesdale colt befriending a fledgling bald eagle - set to Lynyrd Skynyrd’s “Free Bird.” The ad’s imagery and narration explicitly highlight Budweiser’s 150-year legacy and America’s 250th birthday, with Senior VP Todd Allen promising it will “bring our heritage to life” and leave fans “awestruck and proud”. This is Budweiser’s 48th Super Bowl appearance of the Clydesdales, a tried-and-true mascot that embodies tradition. Critics note the spot’s unabashed patriotism (complete with iconic Americana) appeals directly to long-time beer drinkers, reinforcing brand roots after recent controversies. Early feedback on social media has been overwhelmingly positive, praising its nostalgic evocation of “strength, pride and love for this country”. In short, Budweiser’s strategy was to double-down on heritage and emotion, using proven symbols (horses and eagles) to unite viewers around a shared national identity.
  
  
• Bud Light – Star-Studded Comedy (“Keg”). Bud Light’s new Super Bowl campaign is the epitome of buzzy, shareable content. The ad reunites brand ambassadors Post Malone, comedian Shane Gillis and NFL legend Peyton Manning in a wedding reception setting. When a Bud Light keg inexplicably breaks loose and barrels down a steep hill, the entire guest list goes tumbling after it - all to Whitney Houston’s “I Will Always Love You”. The spot ends with Gillis coolly retrieving the keg and dryly noting “This is not necessary” - a punchline that underscores the brand’s tongue-in-cheek tone. This lighthearted caper is paired with robust promotions: Bud Light is offering a $60 rebate on keg purchases (a nod to “60 years of the Super Bowl”) and staging giveaways at the Patriots’ and Seahawks’ home stadiums, where fans can win kegs and even Super Bowl tickets. By combining celebrity cameos with an over-the-top premise, Bud Light aims to generate social media chatter and memes that extend beyond the game. As Peyton Manning quipped, “Nobody does Super Bowl like Bud Light,” reflecting the brand’s confidence in its high-energy stunt.
  
  
• Svedka – Dancing Robot Revival. Svedka Vodka is taking a futuristic approach. The newly relaunched vodka is airing its first-ever Super Bowl ad (and the first vodka spot in decades) featuring the brand’s revived robot mascot, Fembot. Created in partnership with AI technology, the 30-second spot (the exact plot is under wraps) will show Fembot learning new dance moves alongside a new robot character “BroBot”. According to Sazerac CMO Sara Saunders, the campaign was “produced and animated with an assist from AI,” giving the classic character a modern spin. In addition, Svedka engaged fans on TikTok by partnering with singer Victoria Justice to crowdsource dance submissions - the winning moves (and a $10,000 prize) will be featured in the final commercial. This approach is about novelty and self-awareness: Saunders says they brought the robot back “tongue-in-cheek” to remind everyone to “be human”. Svedka’s bet is that bold use of AI and nostalgia will capture attention in a field crowded with booze ads. It’s a high-risk, high-reward play intended to (re)introduce Svedka to a new generation, given the brand had gone nearly a decade without advertising.
  
  
• Michelob Ultra – Olympic Winter Games Tie-In. Michelob Ultra is leveraging its official sponsorship of Team USA and the Winter Olympics. Its new 60-second spot, “The ULTRA Instructor,” is set on a snowy ski slope and directed by Joseph Kosinski (known for Top Gun: Maverick). It features Olympic snowboard gold medalist Chloe Kim and two-time Olympic ice hockey champion T.J. Oshie, plus Hollywood actor Kurt Russell (playing a mountain instructor) and Lewis Pullman, who is coached to “unlock his competitive edge.” The spot’s tagline is “Superior is worth playing for,” and the soundtrack throbs with Survivor’s “Eye of the Tiger,” underlining the theme of competition. Michelob’s SVP Ricardo Marques explains the strategy: as the Official Beer Sponsor of Team USA and a Super Bowl mainstay, the brand is uniquely positioned “to connect with fans” by celebrating the Olympics and the spirit of competition. In practice, Michelob’s campaign taps into the moment of the Olympics debut (days before the Super Bowl) and frames drinking Michelob Ultra as part of an aspirational sports lifestyle. It’s a play for sports enthusiasts – encouraging viewers to channel the “competitive spirit” in their own lives when a Michelob Ultra is on the line.
  
  
• Don Julio – Latino Culture Series. Tequila Don Julio is taking a digital-first, cultural route. As the only NFL spirits partner with Spanish as its first language, Don Julio launched “Ready P’al Show,” a five-episode online mini-series celebrating Latino Game Day rituals. Each episode pairs Latino pop star Young Miko (a Puerto Rican reggaeton artist) with comedian Druski, showing humorous scenes like toasting with traditional Spanish phrases and playing dominoes in a family bar. This campaign is timed with the first-ever Latino Super Bowl halftime performer (Bad Bunny) and seeks to authentically represent Hispanic fans. “With Latino influence entering mainstream culture more than ever,” Don Julio’s VP Julian Garcia told MediaPost, the brand saw an “authentic opportunity” to reflect real Latino game-day traditions. By centering the campaign on culture (not just the drink), Don Julio aims to build emotional connections with younger Hispanic consumers. Importantly, this is a social-only effort - there is no TV spot - which acknowledges that this target audience is especially active on Instagram and TikTok. Overall, Don Julio’s strategy highlights inclusivity and cultural pride as core brand values for Super Bowl weekend.
  
  
• Smirnoff – Fashion & Lifestyle Activations. Smirnoff Vodka is sidestepping a traditional big-screen ad altogether. Instead, the brand is rolling out a fashion-focused activation under its “We Do Game Days” platform. The centerpiece is a limited-edition NFL apparel collaboration with stylist Aleali May: a varsity jacket and a game-day T-shirt blending Smirnoff branding with football motifs. One lucky fan (21+) will win May’s one-of-a-kind varsity jacket during Super Bowl weekend. Smirnoff is even turning a classic San Francisco cable car into a mobile fashion showcase for the jacket unveiling. According to Smirnoff’s North America brand leader Jennifer Holiday Hudson, this approach “celebrates the full game day experience” - from “behind-the-scenes moments to personal style and connections” - reflecting how Gen Z fans engage with sports. In short, Smirnoff is betting on blending cocktails with culture and fashion: hosting events like a Pride night and a women-in-sports brunch, sponsoring NFL fan festivals, and emphasizing style as part of fandom. This experiential campaign underscores that for many younger consumers, football is as much about social lifestyle as it is about the game itself.
  
  

Key Takeaways for Brand Marketers

• Authenticity & Culture Win: Almost every big-game ad this year centers on brand authenticity or cultural moments. From Budweiser’s patriotic legacy to Don Julio’s celebration of Latino heritage and Michelob Ultra’s Olympic tie-in, successful campaigns tap into a bigger story or value system. This aligns with expert advice that 2026 alcohol marketing must offer real connection and meaningful experiences.
  
  
• Celebrities & Narrative: Top-tier celebrities remain magnets for attention. Bud Light’s lineup and Michelob Ultra’s Hollywood names provide instant buzz. Yet narrative remains key: each commercial tells a simple, memorable story (e.g. runaway keg at a wedding, robot learning to dance) designed for both TV and social cutdowns.
  
  
• Ongoing Engagement: Linear TV is just the start. Brands are extending their Super Bowl spend into ongoing fan activations. Bud Light’s rebates and live events, Smirnoff’s fashion drop and pop-ups, and Don Julio’s digital series all keep consumers involved before and after the game. Marketers should ensure campaigns have social hooks and shoppable elements beyond the broadcast.
  
  
• Audience Focus: The campaigns reflect different target segments. Budweiser is speaking to patriotic beer loyalists, Bud Light to mainstream celebrators, Svedka to tech-savvy adventurers, Michelob Ultra to sporty thrill-seekers, Don Julio to young Hispanic consumers, and Smirnoff to fashion-forward fans. Tailoring messaging to each group’s passions (patriotism, humor, tech, sports, culture, style) is crucial.
  
  
• First-Mover Advantage: With AB InBev no longer the exclusive alcohol advertiser, new entrants are using the Super Bowl stage. Svedka (first vodka in decades) and Don Julio (first Latino-focused NFL spirit) exemplify bold moves by smaller brands to “shake things up” and gain attention.
  
  

In the end, Super Bowl LX’s alcohol ad landscape is a laboratory for marketing trends. The common theme is simple, powerful narratives told credibly: whether it’s through nostalgia, humor, culture or technology, each campaign is crafted to resonate deeply and be shareable across platforms. Brand owners and C-suite leaders should note how these strategies may inform their broader year-long marketing roadmaps – emphasizing authenticity, aligning with cultural moments, and leveraging multi-channel storytelling to turn a single TV spot into an “always-on” campaign.