Anheuser-Busch InBev will dedicate one of its Super Bowl ads to Shock Top for the first time ever, the brand confirmed to Ad Age.
"As California is the brand's spiritual home, it's fitting that the 50th edition will take place in San Francisco," Jake Kirsch, VP for Shock Top, said in a statement.
The move marks a departure from the past two Super Bowls, in which A-B InBev used in-game ads to spotlight its two biggest brands, Budweiser and Bud Light. Bud and Bud Light are expected to still get air time in Super Bowl 50. But the Shock Top spot is another signal that the wheat beer is stepping up its fight against MillerCoors-owned Blue Moon.
Beer Business Daily first reported Shock Top's Super Bowl plans.