In the spirit: More alcohol ads to run during Super Bowl

NEW YORK (AP) — A bevy of booze brands will be in the Super Bowl ad lineup this year, now that Anheuser-Busch has ended its exclusive advertising sponsorship after more than 30 years.

In addition to celebrities hawking Budweiser and Michelob Ultra, viewers will see some famous folks touting the qualities of Heineken and Coors, and even suggesting they drink cognac or whiskey — responsibly, of course.

Anheuser-Busch, parent of the Bud, Ultra and Busch beer brands, said in June it would end the exclusivity deal it first struck in 1989. The company is still a big presence at NFL games, sponsoring all major NFL moments during the offseason, such as the 2022 NFL Draft in Las Vegas.

And the St. Louis, Missouri beverage giant is still the largest alcohol advertiser during the game, with three minutes of national airtime and a 30-second regional Budweiser spot.

On A-B's roster this year: A Bud Light ad shows actor Miles Teller and his wife Keleigh dancing to on-hold music. A regional Budweiser ad focuses on people connecting with a six-pack. A Michelob Ultra ad spotlights actor Brian Cox and tennis star Serena Williams at a new members day at the Bushwood Country Club, the golf club in “Caddyshack.” And a Busch Light ad shows singer Sarah McLachlan sharing a tent with a wolf spoofing her well-known animal-advocacy ad.

The other alcohol brands running ads include beer brands Heineken and Molson Coors and liquor brands Remy Martin and Crown Royal, all eager to make their mark on advertising's largest stage.

Brands pay premium dollars to advertise during the gridiron classic, which draws about 100 million viewers each year. This year, most 30-second ad blocks sold for between $6 million and $7 million — for the ad space alone. Companies spend millions more to create the ads...