Beer brands spent millions on advertising during Super Bowl LVIII in the hope of delivering a touchdown in sales, but singer Taylor Swift has given the category a free kick by chugging a cold one during the match.

In videos posted by the NFL, Swift was seen on the jumbo screen (aka the “jumbotron”) downing a brew in six seconds flat.

And when Swift touts or is seen with something new, sales follow. 

Swift wore a $650 crochet corset by Australian designer Dion Lee to Super Bowl. Google searches for the label increased by 100% from 3pm AEDT, and the black sleeveless blouse had sold out in four sizes before the game ended.

And it’s not just fashion she’s boosting during her relationship with NFL player Travis Kelce.

The Drinks Business reported last month: “Are [Swift and Kelce’s] drinks choices becoming the world’s biggest marketing opportunity?

“Swift, who is currently the world’s biggest music star, has been at many Kansas City Chiefs games this season, where Travis Kelce plays as a tight end. What she is snapped drinking is already having a phenomenal impact on drinks sales.”

First she was spotted drinking a can of Casa Azul Tequila Soda during a Chiefs game, which resulted in a sales spike. Kelce made an equity stake investment in the brand last year.

When Swift, Blake Lively, Ryan Reynolds and Hugh Jackman watched the Chiefs play the New York Jets the Whiskey Raiders website reported the friends were drinking Lively’s Betty Buzz and Betty Booze brands. Cue another sales jump.

One of Swift’s hits, Champagne Problems, kicked off a boom for bubbles. Champagne had another moment following the Chiefs’ victory over the Baltimore Ravens when Swift hosted an after-party featuring 30 bottles of Dom Perignon Rose 2006 valued at $1400 each and 10 bottles of Louis Roederer Cristal worth $2800 each for the event.

During the Australian The Eras Tour concerts partner Crown said it expected 2000 champagne bottles to be consumed in its Melbourne ­facilities during the concert week.

And when it was revealed Swift’s new favourite cocktail is a French Blonde, Tik Tok went into meltdown as fans started recreating the drink.

So what does that mean for beer sales?

Data shows Americans are currently drinking the lowest amount of beer since the 1990s, with Super Bowl LVIII touted as big beer’s prime-time opportunity to “finally throw a touchdown to investors”.

US beer shipments fell to a 25-year low in 2023, according to new data out of Bank of America Securities, with brand boycotts and consumer tastes shifting to hard seltzers and spirits pressuring sales.

“The stakes are high [this year],” Bank of America analyst Peter Galbo told Yahoo Finance Live, as brewers look to “gain new entrants into the category.”Galbo says Super Bowl Sunday was “critical,” especially for the still struggling Bud Light brand, writing that the “Super Bowl could be a venue to re-establish identity.”

Enter Taylor Swift …

The cost of a premium box at Super Bowl

Swift flew in from Japan to see her boyfriend and his team play the San Francisco 49ers in the Super Bowl final.

She skulled her beer at one of Super Bowl’s luxury suites at Las Vegas’ Allegiant Stadium, which were reportedly priced at around $2.5 million a pop

The box was paid for by her boyfriend and Kansas City Chiefs player Travis Kelce, with Swift joined by the Kelce family, including Philadelphia Eagles center Jason, wife Kylie and his brothers’ parents, Donna and Ed.

She was also accompanied by her friends Blake Lively, Ice Spice and Ashley Avignone.

Suffice to say that fancy box got almost as much attention as the match.

Oh, and the Kansas City Chiefs won. Bonus!