A major advertiser for 37 years, Budweiser is sitting out the NFL’s Big Game for an unselfish purpose: to help support recovery in the on-premise channel through COVID-19 vaccine awareness, access and education.

The Super Bowl and TV commercials go together like an iced cold beer and some hot wings. Yet, after a year like no other, several beverage giants including PepsiCo, The Coca-Cola Co. and Budweiser chose not to advertise to ensure that they’re investing in the right resources during these unprecedented times.

The beer company notes that it is doing this so that “one day soon, we can see our Buds again safely.”

Instead, Budweiser showcased “Bigger Picture,” an emotional film that champions the resiliency of America narrated by actress, writer and director Rashida Jones. The film pledges critical vaccine support by reallocating its in-game media investment.

The 1:30-second film, created by David Miami, shows that even in the worst of times, we have seen the best in people. The film starts with a recreation of a viral video from early in the pandemic of a man singing “Lean on Me” out his apartment window, followed by his neighbors joining in. Other iconic images include birthday car parades, virtual work meetings with man’s best friend and NBA players kneeling in unified support of the Black Lives Matter movement.

“I’m proud to lend my voice to the ‘Bigger Picture’ film,” Jones said in a statement. “Budweiser shares my commitment to advocating for COVID-19 prevention and vaccine awareness and education. I’m happy to be a part of Budweiser’s celebration of our resilience and hope during these challenging times.”

In 2021, Budweiser is allocating some of its advertising airtime to the Ad Council and the COVID Collaborative’s Vaccine Education Initiative.

Yet, even beverage brands who advertised posed thought-provoking questions. “Are you happy because you win, or do you win because you’re happy?” is the question asked in Michelob ULTRA’s 60-second spot titled “Happy.” Michelob ULTRA enlisted the help of sports superstars including Serena Williams, Anthony Davis, Peyton Manning, Brooks Koepka, Jimmy Butler and Alex Morgan, to showcase the less-heralded-but-equally-important parts of their lives that ultimately play a role in their success: time spent with family and friends, exploring a new hobby and enjoying life.

“Happy” represents the newest ad in Michelob ULTRA’s brand campaign “It’s Only Worth It If You Enjoy It,” which celebrates the important role enjoyment plays in the journey to success. Visit hashtag #JoyWins.

Additionally, Bud Light Seltzer Lemonade ran its first-ever Super Bowl ad titled “Last Year’s Lemons.” The commercial celebrates the relatable moments in 2020 and is inspired by the do-it-yourself haircuts, postponed weddings and other inconvenient situations. The brand recently launched its new alcohol beverage that’s packed with lemonade taste after a lemon of a year. BI

The pandemic has changed the way consumers imbibe and even what they’re drinking — think no- or low-alcohol as 47 percent of consumers globally are seeking out sessionable cocktails. Among other insights from the Bacardi Ltd.’s 2021 Trends Report is that gin is the No. 1 spirit with 51 percent of consumers choosing it, followed by mezcal and tequila at 46 percent and 45 percent, respectively. In North America, tequila is trending high thanks to a resurgence in Margaritas, up 27 percent. Among dark spirits, rum also continues its steady, upward trajectory, while blended premium whiskey jumped 12 percent in Western Europe and the whiskey highball is creating greater excitement in Eastern Europe. The report also notes that extreme flavor profiles like chili, super sweet, sour, bitter and smoky are in vogue.

The shift toward more plant-based foods and meat alternatives isn’t just a trend. Forty-seven percent of Americans describe themselves as “flexitarians,” but this dietary lifestyle is more common among young Americans with more than half (54 percent) of respondents ages 24-39 identifying as such. More than half (58 percent) feel like all their nutritional needs can be met with plant-based foods, compared with 30 percent of those over the age of 56. Yet, 36 percent of people are completely unaware of what being a flexitarian means, even if they classify as one.

— Research from SWNS based on a survey of 2,000 Americans commissioned by Sprouts Farmers Market and conducted by One Poll

Dos Equis is joining the excitement with this year’s March Madness college basketball tournament. The Mexican import beer is the official sponsor of the Dos Equis 3X3U National Championship, and giving shoppers a chance at an exclusive VIP basketball weekend including tickets to 3X3U and college basketball’s 2021 national championship. Retailers can leverage the action with a March multi-channel promotion featuring impactful in-store merchandising and an engaging consumer sweepstakes, it says. The 3-on-3 college basketball tournament brings together the country’s best collegiate seniors to compete one last time in Indianapolis, the host city for college basketball’s national championship. “We’re leveraging the energy and enthusiasm of college basketball’s peak moment to provide a broader platform for Dos Equis and to drive store traffic to help retailers sell more Dos Equis,” said Reggie Gustave, Dos Equis senior brand manager for HEINEKEN USA, in a statement. “We continue to strengthen our connection to college sports to reach younger millennials who are highly engaged with their college teams during this cultural moment. Dos Equis will stand out from the crowd and interrupt the regularly scheduled championship with an engaging, exclusive and fast-paced tournament within THE tournament.”