Q4 2023 12 for ‘24 - Alcohol
In 2023, the alcohol advertising sector saw a 3% year-over-year decline in spending to $1.4 billion from 1,600 companies, with beer advertisers dominating over half the spend at $740 million, while twelve top alcohol brands—including Bud Light and Crown Royal—significantly increased their ad investments by 114% collectively through November, leveraging major events like Super Bowl LVII and football programming to boost TV and digital advertising.
As we conclude 2023 and look toward the new year, MediaRadar reviewed advertising within the alcohol space.
Whether this sector is quickly advancing or slowly rebounding, gain insights to create strategic outreach and make informed media planning decisions for your clients.
MediaRadar’s data sample estimates over $1.4 billion spent by 1.6k companies through November 2023. Ad spend dipped by 3% YoY and the number of companies was down by 8% compared to the same period last year.
Q1 saw the largest reduction at 15% YoY and Q2 and Q3 were down 2% to 3% YoY. Yet so far, Q4 started with October and November both up at least by 10% YoY.
Overwhelmingly, the beer advertisers drive the alcohol space contributing over $740 million, over half of the category’s spend.
12 Alcohol Advertisers to Watch in 2024
Twelve top spending alcohol brands ranging from beer to wine accessories that increased this year are highlighted below. Each spent more than $9 million and several capitalized on the Super Bowl LVII’s splash of expanding alcohol brands. Over $376 million was invested from these 12 beer, wine, and spirits advertisers after a collective 114% YoY increase through November.
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Bud Light poured over $113 million into advertising through November, a 48% YoY increase. TV increased by 35% YoY to almost $90 million, in part due to the Super Bowl LVII appearance. Peak spending geared up again as football season commenced. Weekend afternoon TV ads nearly reached $8 million, followed by daytime ads at around $4 million. Digital spending, driven by OLV, increased by 141% YoY to over $23 million. There’s an upcoming RFP predicted in May.
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The Crown Royal Company spent more than $46 million through November, increasing advertising by 33% YoY compared to 2022. Over $27 million of the $46 million in TV ads were placed on Pro Football programming. The whiskey brand has the most video spend with Fox, CBS, and NBC, which captured 62% of its $44 million invested towards video ads through TV, OTT, and OLV.
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Miller Lite increased by 18% YoY to $44 million, with the majority of dollars dedicated to TV sports fans. Fox, ESPN, and CBS accounted for 43% of its video ad spend of $41 million. TV ads were 11 to 30 seconds long, while other formats saw a wider length range of 1 to 15 seconds. Miller Lite spent the most OTT and OLV budget on mid-roll placements, which accounted for a quarter of the combined OTT and OLV investment of $9.76 million. Integrated peak spending for the beer brand happened in Q3.
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Busch invested over $25 million after a 122% YoY increase through November. It was another beer brand showing up for the Super Bowl LVII, not only during the big game, but also for Pregame show audiences. Busch’s TV ads were also seen during episodes of The Office, NASCAR Cup Series, and Impractical Jokers among hundreds of other shows. This drove the cable spend’s over 1000% spike to surpass broadcast investment to $13 million; broadcast networks captured $10 million. There’s a predicted RFP in May.
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Blue Moon Brewing Company nearly reached $25 million in ad dollars this year after upping spend by 87% YoY. Its TV ads increased by 44% YoY to 67% of the overall advertising. Its digital spend surged by over 380% YoY to $8 million. Online video surpassed a $4.7 million investment so far. Both Facebook and Instagram advertising jumped by over 120% YoY. Video ads were $24.2 million (97% of spend) with Fox Network, ESPN, and Facebook accounting for 46% of that.
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Remy Martin increased by 208% YoY to nearly $19 million through November, driven by joining the Super Bowl LVII’s list of alcohol advertisers. TV’s 754% YoY increase to $15 million resulted; $14 million went towards 46 to 60 second ads. Digital media decreased by 6% YoY to below $4 million. Video spend was 93% so far. The cognac brand leaned into paid social with increases seen with Facebook, Instagram, and X (formerly Twitter). There’s a predicted RFP in February.
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Ketel One USA saw an uptick of 47% YoY to nearly $22 million. TV was 86% of that with a 45% YoY bump from 2022 during the same period. Digital spending hovered around $3 million with a 107% YoY increase. Peak integrated spending occurred in April and June for the vodka brand. WE tv, ESPN, and HGTV saw 15% of the $21 million in video dollars through TV, OLV, and OTT. The $3 million of digital spend was placed 50/50 direct and through ad tech.
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Brumate’s $16.7 million 100% digital ad investment through November really kicked off 2023’s last quarter. Prior to October, monthly spending didn’t exceed $85k. The wine accessories brand placed 36 outlets with 100% programmatic buys, all less than 15 seconds long. YouTube’s Society & Culture Channels, Entertainment & Movies, and Gaming channels alone captured 45% of Brumate’s $16.66 million in video ads. Pre-roll placements accounted for 80% of that.
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Jose Cuervo’s $14 million advertising was spiked into TV media, which increased by 278% YoY to over $10.6 million, accounting for 73% of the total investment. The tequila brand’s appearance during the Super Bowl LVII Pregame with Fox amped up pro football programming over $8 million. Its TV ads were placed with 10 cable and two broadcast networks including ABC, Bravo, ESPN among others.
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Cayman Jack fueled its ad investment by 1000% YoY compared to 2022 to more than $11 million spent through November this year. Online video captured 88% of that, not surprising as 75% of cocktail/malt beverage advertisers placed video ads. The majority were 10 seconds or less. YouTube’s Music, Society & Culture, and Gaming channels captured half, over $5.5 million.
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Casamigos Tequila was another alcoholic brand that surged by more than 1000% YoY. The ad investment exceeding $10 million was a 51% TV and 49% digital mix. Video ad placement was 94%. Major League Baseball, TNT, and ESPN comprised 87% of the $9 million spent towards video. The $4.5 million of OLV dollars was 97% pre-roll. There’s an upcoming April RFP predicted.
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Barefoot Cellars went deep into TV media increasing by over 1000% YoY with NFL Pro Football showing its integrated peak spending months in January, October, and November. Placements were made with four cable and four broadcast networks including Fox, ABC, CBS, and ESPN among others. Video spend was 98% through TV, OLV, and OTT with most ads less than 15 seconds for the wine brand.
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