Massachusetts: Our Most Popular Football Beverage Is Surprising
At the end of a long and memorable NFL season, we tend to reflect upon the highs and lows of what our favorite team accomplished (or didn’t) this year. Restaurant management software company Toast, recently published detailed information on the food and drink highlights this for the 2023 NFL season. In Boston, the alcoholic beverage of choice that Patriots fans grabbed for most during football games was a particular wine type.
Overall, Toast says the market experienced a “6% increase in restaurant food and alcohol sales on Sundays during the NFL season compared to out of season.”
Mashed broke down alcohol’s popularity with football fans even further. Ahead of the big game, they specifically detailed which alcohol got the overall biggest boost for NFL Sundays. The answer was that hard seltzer saw the biggest increase by far. Mashed said, “Hard seltzer was the most popular drink to sip on during a game; the beverage saw a whopping 47% increase in consumption on football Sundays compared to Sundays during the rest of the year.”
Boston Football Fans Mostly Chose Wine As Their Alcohol Order
Wine popularity was up an astounding 94% in Boston this NFL season as the top beverage of choice. To add context here, Toast specifically categorizes it as “Wine (other).” There is a separate category for red wine so wine (other) would then align to white wine, rose, or sparking wine being the most popular Boston order. Joining this wine was then red wine and hard seltzer as the three alcoholic drinks of choice to accompany NFL games for New England fans this season.
In addition, Toast detailed similar information on the food choices. Boston football viewers seemed to have downed a lot of chicken wings this fall. Per Toast data, wing orders increased by 73%.
In order to compile this information, Toast studied data through their point-of-sale software system. Specifically, they analyzed the order differences per item on NFL Sundays through mid-December. The restaurant industry as a whole saw alcohol orders up 6% this football season.
The upcoming Super Bowl is obviously another major impactful day when it comes to the food and beverage industry. It’s fair to say your food and drink choices to accompany your game festivities are crucial decisions. The joy of not having your team in the Super Bowl is that New England fans can order a bucket of wings, pour some sparkling wine, and just enjoy the game.