Thursday, Mar. 17, 2011

Super Bowl Sunday

When the beer ads are among the most-anticipated aspects of an event, you'd expect it to be a big drinking day. And for sports fans, Super Bowl Sunday definitely is: in 2009, for instance, the military waived the strict ban on imbibing in combat zones to let U.S. troops in Iraq drink beer without the threat of court-martial while they watched Pittsburgh battle Arizona. But overall, the numbers are lower than you might think. Americans purchased nearly 50 million cases of beer in the two weeks leading up to Super Bowl Sunday in 2009 — less than they bought in the fortnight before the Fourth of July, Memorial Day, Labor Day, Father's Day, Cinco de Mayo, Thanksgiving, Christmas, Halloween or Easter. Well, enthusiasm counts for something, right? Does the Easter Bunny have one of these?