Chances are, if you’re heading to a bar or restaurant to watch the Super Bowl, or are inviting friends over to watch the big game, you’ll be drinking a beer while doing so.
Area liquor stores and restaurants agree — beer is the overwhelming drink of choice while watching the Super Bowl.
“Every party is going to have beer. If you’re going to have anything, it’s beer,” said Dave Strickley, manager at Wise Guys Discount Liquor in Merrillville.
Restaurants and bars around Northwest Indiana are ready to host their own Super Bowl parties, and are counting on beer specials to be a bulk of their liquor sales.
Casey Martin, the general manager at Danny Z’s in Munster, said the restaurant will be having a band and a free buffet at half time. They will be offering $5 domestic pitchers.
“Last year, every table we had was full,” she said.
Patrick Brown, the director of food and beverages at T.J. Maloney’s in Merrillville, said they will be offering a tailgate-inspired menu as well as the restaurant’s signature Bloody Mary. They also will be offering a “Double OT” cocktail, which includes Bacardi Rock Coconut, Malibu, pineapple juice and grenadine.
“Beer is always a crowd-pleaser on Super Bowl Sunday, but our patrons also enjoy our $3 signature ‘TJ Bloody Mary’ and mimosa drink specials,” Brown said. “We try to always offer special options for everyone and every preference.”
At the Wise Guys liquor store, Strickley said the hottest-selling liquor right now is Rum Chata, which is a horchata cream liquor flavored with rum.
“Rum Chata is on fire, I’ve never seen anything like it,” he said. “A lot of people say it tastes like the milk left after you eat Cinnamon Toast Crunch.”
Other favorites during the winter months include margaritas and anything with the Skinny Girl label on it.
Wise Guys also carries a Sausa tequila in a bottle shaped like a football, which has also been selling this month.
January is also the month that many beer companies debut a new product.
“Last year Bud released Bud Light Platinum, and that sold well because it got attention,” he said. “This year, there’s a new one called Budwiser Black Crown that people are asking about now.”
Strickland said there is always a sales bump in the weeks preceding the Super Bowl, especially if there is a local team playing in the big game.
“For the Super Bowl, it doesn’t matter who is playing, because it’s a good weekend for sales,” he said. “But if the Bears and Colts ever play each other again, that weekend [in 2007] was unbelievable.”