March Madness did indeed extend March Sadness (readers of Brewbound’s weekend newsletter will get the reference).
Draft volume during the opening weekend of the NCAA men’s and women’s basketball tournaments declined -5.8% compared to the same weekend in 2024, according to on-premise data firm BeerBoard, which reviewed nationwide sales during the March 20-23, 2025, weekend and compared to March 21-24, 2024.
During the weekend, on-premise revenue “experienced a slightly steeper drop” than draft volume, declining -6.6% year-over-year (YoY).
There may be one encouraging data point for brewers and sellers of draft beer: March Madness kickoff weekend beer sales topped St. Patrick’s Day weekend (March 14-17). Draft volume increased +26.8% week-over-week (WoW), while packaged beer sales increased by an “eye-popping” +120%, BeerBoard noted.
However, the WoW comparisons weren’t all good news across broader bev-alc. Spirits recorded “a significant drop” (-30.4%), which may indicate “a shift in consumer preference toward beer and beyond beer when compared to the St. Patrick’s holiday weekend,” BeerBoard wrote.
During March Madness Weekend 1, top-seller non-craft domestic beer accounted for 47.6% of all draft volume, and increased volume +0.9% YoY. No. 2 craft accounted for 35.3% of all draft volume, but declined by -3.6%. No. 3 imports increased volume +4.87%, and accounted for 16% of all draft.
Beyond beer offerings have begun to carve out a draft position at 1.1% share. The segment “exhibited significant growth of +21.5% YoY,” BeerBoard wrote.
Light lagers were the lead style on draft and increased volume +2.1%, followed by:
- No. 2 Lager, +1% in volume;
- No. 3 IPA, -9.8% in volume;
- No. 4 European ales, -2.3% in volume;
- No. 5 Belgian witbier/white ales, -13.4% in volume.
Anheuser-Busch InBev’s (A-B) Michelob Ultra was the top-selling brand on draft, accounting for 13.9% of volume. Michelob Ultra increased volume +8.9% YoY. No. 2 Molson Coors’ Coors Light (11.2% volume share) increased volume +2.1% YoY, while volume of No. 3 sibling brand Miller Lite (10.5% volume share) declined -1.5% YoY.
No. 4 Constellation Brands’ Modelo Especial “continued its upward trajectory,” increasing volume +10.2% YoY, accounting for 6.8% of total draft volume.
Nearing the second anniversary of the conservative-led boycotts that led to its catastrophic loss of share, A-B’s Bud Light was the fifth best-selling draft brand, accounting for 6.4% of total draft beer volume. Its volume declined -7.6% YoY.
Packaged beer category offerings also recorded declines in volume (-12.6%) and revenue (-7.8%) YoY in the on-premise, BeerBoard noted.
“Beyond beer products saw significant growth, making up 11.2% of the volume share with a +14.4% YoY jump,” BeerBoard wrote. “Also notable was craft beer, representing 8.6% of the volume share, with an increase of +4.8% YoY.”
Domestic beer accounted for nearly half (48%) of sales volume for all packaged goods, marking a +2.2% volume increase YoY. Packaged volume of imports declined -8% YoY, but the segment accounted for nearly one-third (32.2%) of all packaged volume.
Ready-to-drink (RTD) canned cocktails recorded a +45.6% volume increase, and raised share to 6.6% of packaged volume. Non-alcoholic beverages accounted for 5.6% of packaged goods volume, and increased volume +22.8% YoY. Hard seltzers’ volume declined -12.7% YoY, and the challenged segment accounted for 4.5% of packaged volume.
As it was on draft, Michelob Ultra was the best-selling brand in package, accounting for 13.1% of volume (+1.5% YoY), followed by:
- No. 2 Constellation’s Corona Extra (12.4% share, -14.5% in volume YoY);
- No. 3 Miller Lite (10.7% share, -1.5% in volume YoY);
- No. 4 Coors Light (8.4% share, -1.1% in volume YoY);
- No. 5 Bud Light (6.2% share, -1.3% in volume YoY).
In the spirits category, whiskey (+12.2%) and tequila (+11.3%) recorded double-digit volume growth YoY. Vodka volume increased “a modest” +3.9% YoY.
Whiskey held the largest share of volume (31.4%), followed by tequila (20.5%) and vodka (16.5%).
The tournament resumes on Thursday with the Sweet 16 (March 27-28) and Elite Eight (March 29-30) rounds. The Final Four is scheduled for April 5, followed by the championship game on April 7.