NEW YORK. This year’s Super Bowl lineup will feature a plethora of alcohol brands as Anheuser-Busch ended its exclusive advertising sponsorship after a hiatus of more than 30 years.

In addition to celebrities praising Budweiser and Michelob Ultra, viewers will see some celebrities touting the qualities of Heineken and Coors and even offering cognac or whiskey to drink – responsibly, of course.

Anheuser-Busch, the parent company of beer brands Bud, Ultra and Busch, said in June that it would terminate its 1989 exclusive deal. The company remains heavily involved in NFL gaming, sponsoring all of the NFL’s offseason highlights such as the 2022 NFL Draft in Las Vegas.

And the St. Louis, Missouri beverage giant is still the biggest in-game alcohol advertiser, with three minutes of national airtime and a 30-second regional Budweiser commercial.

On this year’s AB list: The Bud Light commercial features actor Miles Teller and his wife, Keli, dancing to music on standby. Budweiser’s regional advertising targets people who connect with the six-pack. In the Michelob Ultra commercial, actor Brian Cox and tennis star Serena Williams light up New Members Day at Bushwood Country Club, a golf club in Caddyshack. And the Busch Light ad shows singer Sarah MacLachlan sharing a tent with a wolf, spoofing her famous ad for animal welfare.

Other alcohol brands advertising include beer brands Heineken and Molson Coors, as well as spirits brands Remy Martin and Crown Royal, all looking to make their mark on the biggest advertising scene.

Brands pay premium dollars for ads during the classic grid, which draws about 100 million viewers annually. This year, the majority of 30-second ad units sold for $6 million to $7 million per ad space alone. Companies are spending millions to create their own ads and hire celebrity sponsors.

Heineken is promoting its Heineken 0.0 non-alcoholic beer with an ad that is part of a larger partnership with Marvel – the ad, which will not be revealed until the game’s release, will feature actor Paul Rudd as his Marvel character Ant-Man.

“We were thrilled to hear that this category opened up and almost immediately we thought, you know, what a great way to really kick off the Heineken 0.0 momentum and share this brand and this product with the wider market,” said the CMO. Heineken. Johnny Cahill in an interview with AP.

US beer sales remain strong, but the beer category is losing market share to other spirits, said Bart Watson, chief economist at the Brewers Association trade group.

The share of beer in the alcohol market has fallen from 58% in 2000 to around 46% in 2022, while the share of other alcoholic beverages, especially spirits, has increased. But overall beer barrel shipments over the same time period are still rising as the overall beer category has risen, according to figures calculated by the Beer Institute and the Brewers Association.

For Anheuser-Busch, the decision to end its Super Bowl exclusivity is likely due to spending marketing dollars elsewhere, Watson said.

“You have a new generation that consumes alcohol and beer in a different way. (For AB) putting all your eggs in that basket doesn’t mean you get the return that you may have once had.”

Molson Coors also keeps its big game advertising under wraps. But he’s trying to make a splash as the first national advertiser, allowing fans to bid on what ads will feature — like whether a game will feature the Coors Light or Miller Lite brand — through betting site DraftKings.

Celebrities have featured in advertisements for other alcoholic beverages: musician Dave Grohl starred in Diageo’s Crown Royal whiskey ad. Rémy Cointreau also uses Serena Williams in Rémy Martin brandy ads.

Not all alcohol producers enter the national arena. Boston Beer Co. maintains a regional stance for its Samuel Adams beer, launching regional ads for the third year in a row. The video shows how Bostonians imagine what it would be like if everyone in the city were nice and polite.

“Samuel Adams is a relatively small player in the beer category, so the regional approach allows us to be part of the Super Bowl conversation without paying a hefty price for national advertising,” said Lesya Lysy, marketing director. She added that the ad clip would air nationwide the week after the Super Bowl.

In addition to alcohol, big brands including Pepsi Zero Sugar, Doritos, M&Ms, Google, Downy and Kia will advertise during Super Bowl LVII, which airs Sunday on Fox.