The Super Bowl takes place this Sunday and what better way to celebrate than with an American craft beer! As America’s most iconic sporting spectacle, the Super Bowl will decide the champion for the NFL’s 2019 and 100th season and takes place between the San Francisco 49ers and the Kansas City Chiefs in Miami Gardens, Florida at 11.30pm UK time.
Around 100 million Americans, that’s approximately one in three, are expected to tune in to watch the game and UK fans can also enjoy the game live for free on BBC1, BBC iPlayer or Sky Sports. Broadcast in more than 170 countries, the Super Bowl is one of the most watched sporting events in the world and a legendary symbol of American culture.
As well as sporting prowess the Super Bowl’s half time show brings Hollywood glamour to the football field with a musical extravaganza during the interlude. This year Jennifer Lopez and Shakira have been confirmed as the Super Bowl 2020 half time acts and will each perform a set of 13-14 minutes. Celebrity appearances and cutting-edge commercials (costing more than $5million per 30-second ad!) complete the showbiz appeal of the event.
In the States Super Bowl Sunday is the second-largest day for food consumption behind Thanksgiving and viewers tune into share the experience even if they don't care who wins! You can bet you bottom dollar that where food is being consumed, craft beer is not far behind!
And just like the Super Bowl, American craft beer is also iconic having been credited with starting the craft beer revolution that we see today. There’s no doubting the success of the American craft beer industry in just a few short decades and one of the key reasons for success is proximity to the freshest examples of highly sought after-hop varieties. Most people know that fresh raw materials make for better beer and by visiting the hop fields and selecting the varieties themselves, American craft brewers are able to develop amazing flavour profiles that are difficult to match elsewhere without the same level of control.