Today I learned a fun fact about advertisements during the Super Bowl. I noticed that Yellow Tail was the only wine brand I saw in the commercials, so I turned to Google on if there was a reason for this. I learned that Anheuser-Busch has exclusive category rights to the Super Bowl, meaning other alcohol brands cannot advertise. However, Yellow Tail takes advantage of a loophole by buying local ads.
Turns out, Yellow Tail bought 80 local ads this year, up from 70 local ads last year. It's a cumbersome process because they have to purchase 80 separate ads versus just buying one national ad, and it's more expensive. There's also the risk that A-B would buy a local ad, which then means the exclusivity deal kicks back in. But Yellow Tail claims it's a good investment, and I'm sure being known as the only wine brand in the Super Bowl helps as well. They also have the national presence that many other wine brands don't have, so it makes more sense for them.
Regional beer brands do this too, by the way. I read that Shiner aired their first ad this year in Texas.
https://www.usatoday.com/story/sports/Ad-Meter/2018/01/30/yellow-tail-wine-finds-way-around-anheuser-buschs-super-bowl-ad-exclusivity/1076129001/
Thanks for the post, Katie. This is super interesting. While I was at AB InBev, executives were very sensitive to losing market share to wine. That's why Michelob Ultra was a strategic launch for them - they are aware that consumers are more conscious of the health benefits of wine over beer and are attempting to shift that perception.
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