Americans consume an estimated 325 million gallons of beer on Super Bowl Sunday, spanning the earliest tailgates through post game celebrations. Additionally, according to Mintel Research, 60 percent of fans consume food and beverages while watching sports on TV. Needless to say, with the Super Bowl being the most-watched televised event in the United States, this translates into a massive opportunity across Alcohol eCommerce and online Alcohol sales, and one of the most important days of the year for Alcohol brands.
For Alcohol brands preparing for Super Bowl LX in 2026, understanding the dynamics leading into the event and ensuring seamless shoppability across every consumer touchpoint is essential for driving online sales this year.
MikMak analyzed the latest data from the MikMak Shopping Index to help Alcohol brands understand where consumers are discovering products, which channels drive the strongest conversions, and how to prepare for Super Bowl LX.
Paid Social Drives North American Alcohol Traffic, but Brand Websites Convert Best
Paid Social continues to be the dominant traffic driver in Alcohol eCommerce. Over the last three months, 65.5 percent of Alcohol shopper traffic came from Paid Social. Paid Search followed at 13.6 percent, and Organic Search drove 9.6 percent of traffic, showing that consumers are researching the products and where to buy them before they make a purchase.
However, the MikMak Shopping Index also revealed that Organic Website traffic converted at a rate of 32.1 percent. Brands typically see higher conversion rates from visits to their brand websites because it requires that the consumer has already formed an interest in that specific product.
But, this data also reinforces the need for Alcohol brands to improve and optimize their brand website experience for shoppers. Shoppers who intentionally navigate to Brand Websites are further along in their purchase journey and more likely to convert. Adding a where to buy solution ensures shoppers can choose from accurate, omnichannel retailer options with minimal friction.
Using a tool like MikMak Commerce for Brand Websites offers customizable templates, inventory-informed retailer options, and seamless checkout experiences that support stronger Alcohol eCommerce outcomes and improved online Alcohol sales.
Meta Drives Traffic and Conversion for Alcohol Brands on Social
When looking at social channels specifically, Meta is the top traffic driver for Alcohol shoppers, contributing 96.8 percent of traffic across major channels. Meta is also the top converter for North American Alcohol brands, with a conversion rate of 7.3 percent. While taking an omnichannel approach will drive success across channels, it’s important to note that many Alcohol shoppers seem to be coming from Meta ahead of the Super Bowl.
Total Wine is the Preferred Checkout Option for North American Alcohol Shoppers Right Now
Right now, Total Wine leads among Alcohol shoppers with 14.17 percent of traffic, driven by consumers seeking premium assortments and specialty experiences.
For brands preparing online Alcohol sales during Super Bowl LX, this shift reinforces the need to maintain strong availability across specialty, on-demand, and mass retailer partners.
Optimize Alcohol Campaigns This Super Bowl Season
Brands can use real-time data to optimize their campaigns approaching the Super Bowl.
Consider Garrison Brothers, a craft distillery that wanted to compete nationally by making every touchpoint shoppable. By partnering with MikMak, they made their media fully shoppable across all channels, eliminating friction from limited retailer options and inaccurate listings.
This full omnichannel checkout experience, combined with precise first-party data insights, led to a 9 percent higher Purchase Intent Rate on Facebook and Instagram compared to the Spirits category average. Furthermore, they saw Purchase Intent Rates 2.3x higher in Paid Search and 3.3x higher in Email compared to their Meta results, allowing them to effectively identify top-performing platforms and increase marketing effectiveness by increasing awareness and ultimately increasing conversion.
How Can My Alcohol Brand Prepare for Super Bowl LX
Super Bowl LX will be one of the highest-impact moments for online Alcohol sales. Alcohol brands should use commerce media, data-driven insights, and strong digital experiences to capture demand. Here are some tips on how to win during Super Bowl LX, and beyond:
Stay Close to the Data
Use first-party insights to understand which channels and retailers are driving conversion and optimize Alcohol eCommerce performance.
Showcase a Diverse Product Portfolio
While the Super Bowl is the biggest day for Alcohol sales in the US, non-alcoholic options and Ready-to-Drink cocktails are both quickly gaining popularity. The non-alcoholic market, while currently dominated by NA beer, is seeing its fastest expansion in the NA Spirits, including RTD mocktails, which grew by 70 percent between 2024 and 2025. This growth is fueled by a moderation trend, as 92 percent of NA buyers also purchase traditional alcohol, showing consumers are integrating these options to cut back rather than eliminating alcohol entirely.
Brands that offer both options should highlight them during this year’s Super Bowl.
Improve Your Brand Website Experience
Implement a where to buy solution and optimize your brand website to increase conversion rates. If a consumer can not find where to find your products from your brand website, they may settle for a competitor’s product instead.
Implement commerce media
Use commerce media to connect inspiration and action across every channel where Alcohol shoppers discover products. Keep an eye on real-time data to optimize campaigns quickly. Consider how your brand can take an omnichannel marketing approach and activate across all channels where Super Bowl viewers may be. An example of this is maybe testing CTV creative leading up to the event, to capture TV watchers in the days leading up to their Super Bowl parties.
Leverage MikMak to Increase Marketing Effectiveness
MikMak equips Alcohol brands with omnichannel retailer options, compliance-ready executions, and first-party data that improves media ROI heading into Super Bowl LX.
Want insights that fuel stronger Alcohol eCommerce performance ahead of Super Bowl LX? Schedule a demo with MikMak to optimize your online Alcohol sales strategy.
