Happy February!

Tomorrow is the Super Bowl, also known as the Biggest Beer Holiday of the Year. More beer is consumed on Super Bowl Sunday than on any other day of the year, including St. Patrick’s Day, Cinco de Mayo, and Fourth of July.

But why beer?

Beer, and especially “cheap beer” such as Coors and Bud Light, projects the message that the drinkers are there to enjoy the game and maybe get a little bit tipsy. People watching the game don’t want to concentrate on the beverage they’re drinking and how well it pairs with the pizza, hot wings, and burgers they’re noshing on. Beer is cool and refreshing. It’s the “everyman’s” choice. And, for those of us who also enjoy the commercials, the Budweiser Clydesdales are always good value.

Wine gets largely forgotten on Super Bowl Sunday. Again, why?