AB InBev’s Super Bowl strategy—Bud Light joins Michelob Ultra and Stella Artois in the game

Three years after surrendering its role as the Super Bowl’s exclusive alcohol advertiser, Anheuser-Busch InBev remains the game’s biggest booze spender—and is still not facing much competition. This year, AB InBev has purchased three minutes of national Super Bowl time, which is 30 seconds more than in 2024. The brewer today confirmed Bud Light would be part of its Big Game lineup, joining previously confirmed Michelob Ultra and Stella Artois. It plans to run an additional 45 seconds of regional ads for Budweiser and Busch Light. Super Bowl commercials Tracking the latest brand and agency plans Click here Though not all alcohol beverage marketers have revealed their 2025 plans yet, it appears that for the second year in a row, Coors Light could be the only other in-game alcohol advertiser. The Molson Coors brand this week confirmed a 30-second ad would appear in the first half of the game. “At Anheuser-Busch, we recognize the unique position that our decades of experience with Super Bowl has granted us,” Kyle Norrington, chief commercial officer of AB InBev U.S., said in a press release. “A cultural moment like Super Bowl is when we truly show the world that no one can meet the moment like we can.” In 2023, the first year that alcohol ad inventory opened up after 33 years of Anheuser-Busch dominance, Coors Light (along with Molson Coors sibling brands Miller Lite and Blue Moon), Crown Royal, Rémy Martin and Heineken (for its non-alcohol variety) joined the game. AB InBev countered that collective two minutes of competitive advertising with three minutes of its own. This year, Michelob Ultra, Bud Light and Stella Artois will each run a 60-second ad, a spokesperson said. For its Super Bowl return, Stella Artois, AB InBev’s Belgian-born lager, is turning to Artists Equity Advertising, the Ben Affleck-led shop that made a surprise impact at the 2023 Super Bowl with its ad for Dunkin’. Affleck appeared in that ad, as well as a follow-up spot in last year’s game that was also handled by Artists Equity and featured a celebrity cast that included Artists Equity co-founder Matt Damon. Stella last year moved to reestablish its luxury credentials with its “Taste Worth More” campaign from its newly appointed agency Gut. AB InBev said that Stella’s Super Bowl commercial would “enlist the help of iconic celebrity partners to showcase that conversations over an ice-cold Stella Artois can create meaningful connection, even when least expected.” AB InBev declined to reveal the cast, including if Affleck and/or Damon would appear. Damon starred in Stella's 2018 Super Bowl ad. Stella last advertised in the Super Bowl in 2019, when Jeff Bridges and Sarah Jessica Parker reprised their roles from “The Big Lebowski” and “Sex and the City,” respectively. Michelob Ultra’s spot, from Wieden+Kennedy, will focus on the joy of friendly competition—when there’s an Ultra on the line. The approach, which harkens back to Michelob Light ads of the 1980s, kicks off during the NFL playoff games this weekend. The Super Bowl ad will include a cameo appearance of Michelob Ultra Zero, which will compete in the growing field of non-alcoholic beverages. Also read: AB InBev plans energy drink with Dana White backing Bud Light has maintained an unwavering focus on its platforms and partners since its sales cratered amid controversy in 2023 that involved conservative backlash over a promotion with transgender influencerDylan Mulvaney. Bud Light’s “passion points” of sports and music—along with its customary humor—will be a part of a Super Bowl ad from Anomaly reinforcing Bud Light’s “easy to enjoy” positioning, according to the brand. After the Mulvaney controversy triggered a 19% dollar sales decline in 2023, dollar sales fell by 12% in 2024, according to Circana figures reported by Beer Marketer’s Insights. Yet, Bud Light remains a considerable player in the beer business, selling 133.5 million cases in 2024, making it the largest beer by volume in the U.S., even as its volume share eroded from 12.7% in 2022 to 8.9% in 2024. Busch Light, which AB InBev called the fastest-growing beer in the industry (based on Circana data for the 13 weeks ended Dec. 29), will air a new chapter of its ongoing “Busch Guide by the Busch Guy” series from Martin. The 15-second spot will air on Super Bowl broadcasts in Florida and nationwide beginning Feb. 16. For Budweiser, a 30-second spot featuring the Clydesdale horses will air in select markets during the Super Bowl broadcast. FCB New York is behind the ad.

AB InBev’s Super Bowl strategy—Bud Light joins Michelob Ultra and Stella Artois in the game

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