Navigating the ‘spirits’ of March Madness and NBA playoffs: Alcohol consumption patterns

February 20, 2024 - By Rachel Kubik, Senior Content Writer for ARC

Now that the Super Bowl is over, it’s time to shift gears to perhaps the next biggest sporting event of the year: March Madness. After that, the NBA playoffs. Amidst the fervor of game predictions and spirited gatherings, alcohol often plays a prominent role in the rituals of game-day festivities, as friends and family come together to enjoy the action.

March Madness, the NCAA Division I single-elimination men’s basketball tournament has captivated audiences with its thrilling competition among 68 teams vying for the national championship. This year’s begins with Selection Sunday on March 17. The tournament spans seven rounds, culminating in the highly anticipated Final Four stage. March Madness first tipped off with a modest field of eight teams, according to the NCAA. The term “March Madness” was coined by an Illinois high school official, Henry V. Porter in 1939. However, its integration into the lexicon of the NCAA tournament occurred decades later, propelled by the charismatic commentary of CBS broadcaster Brent Musburger during the 1982 tournament.

The tournament’s allure extends beyond the basketball court, intertwining with social customs and alcohol consumption habits. As fans gear up for the adrenaline-packed matchups, it becomes important for health and wellness professionals to examine the dynamics of alcohol consumption within the realm of sports fandom, shedding light on both the NBA playoffs and collegiate traditions, while also exploring broader trends shaping the beverage industry.

Health and wellness professionals can then assess health risks associated with excessive drinking, develop strategies for promoting safer drinking environments, educate clients about the risks of binge drinking and moderation, address triggers for substance use disorders or mental health issues and encourage alternative beverage choices that align with health goals. Understanding these dynamics allows professionals to better support consumers, patients and clients’ overall well-being and promote healthier behaviors within communities.

Overall drinking habits

Researchers at Delphi Behavioral Health Group conducted a comprehensive survey of over 1,000 basketball enthusiasts to delve into the intricacies of alcohol consumption patterns before, during and after games. Their findings provide insights into the dynamics of fandom and the influence of team performance on drinking behaviors within the NBA community.

The survey revealed that NBA fans, on average, watched approximately 33 games per year, with slight disparities between supporters of Western and Eastern Conference teams. Notably, while Eastern Conference fans tended to watch fewer games overall, they exhibited a higher propensity to consume alcohol during a greater percentage of the games they did watch, compared to their Western Conference counterparts. Additionally, fans of playoff-bound teams showed a heightened level of engagement, watching more games and indulging in alcohol slightly more frequently than those supporting non-playoff teams.

Fans who incorporated alcohol into their game-watching experiences tended to consume more during the actual game than before or after. On average, fans reported consuming one drink before the game, 1.7 drinks during and half a drink afterward. While drinking patterns remained relatively consistent across conferences and playoff standings, Eastern Conference fans and supporters of playoff teams exhibited slightly higher pre-game and during-game drinking rates, respectively.

Despite the enthusiasm surrounding game outcomes, team performance did not significantly influence alcohol spending habits among fans. Whether celebrating a victory or commiserating a loss, fans maintained a consistent level of indulgence in alcohol consumption. However, a significant proportion of fans adjusted their drinking habits based on the opposing team, particularly during playoff matchups and heated rivalries.

College habits

A survey conducted by Glassman et al. and cited by the National Bureau of Economic Research found that 16% of respondents aged 18-24 consumed more than double the binge drinking threshold on college football game days and that 36% of respondents reported binge drinking during game day festivities.

The increase in binge drinking and number of drinks was concentrated almost fully among men, while the decrease in the probability of drinking at all in the past month (dates unknown) occurred solely among women. The fact that binge drinking and number of drinks did not also decline among women suggests that some women drink more heavily during the tournament, a pattern which parallels what was happening among men. Participation of one’s own college team in the tournament seemed to induce heavier drinking among a subset of students, perhaps those who were sports fans and/or enjoyed parties surrounding sporting events.

The increase in the number of binge drinking occasions in the past two weeks (dates unknown) for men represented a 30% increase at the mean among men at tournament schools (which is just under two binge occasions). Men reported consuming almost seven additional drinks in the past month when their college team participated in the tournament.

While March Madness and NBA games provide opportunities for camaraderie and celebration, it’s imperative for fans to exercise moderation and prioritize safety in their alcohol consumption habits. By promoting healthier alternatives, responsible drinking practices and advocating for safe transportation options, health and wellness professionals can ensure a safe and enjoyable game-day experience for consumers.

Beverage trends

Alcohol industry magazine SevenFiftyDaily had predicted a significant evolution in the landscape of spirits and cocktails in 2024, marked by a confluence of emerging trends and shifting consumer behaviors. As global beverage alcohol consumption rebounds from the pandemic-induced downturn, the industry anticipates transformative changes across various categories and segments.

One notable trend on the horizon is the rising consumer familiarity with a diverse range of Asian spirits, including Japanese shochu, Korean soju and Chinese baijiu. While these spirits have long-standing traditions and popularity worldwide, they are gaining traction among American consumers, particularly within younger groups such as Generation Z. This burgeoning interest is expected to fuel innovation in blended categories and inspire novel concoctions like sake soda or soju seltzers, signaling a broader cultural embrace of Asian-inspired libations.

Simultaneously, the proliferation of no- and low-alcohol beverages is reshaping drinking habits and preferences, with exponential growth witnessed in recent years. Mainstream adoption of alcohol alternatives, evidenced by retail expansions and tasting room experiences, reflects a fundamental shift towards inclusivity and moderation in consumption patterns. The advent of mid-strength alcoholic sub-categories, exemplified by brands like Sommarøy, a lower-proof spirit named for a 
Norwegian island, further diversifies the market landscape, catering to discerning consumers seeking balanced options.

Furthermore, coffee has emerged as a versatile and increasingly popular cocktail ingredient beyond the confines of the classic espresso martini. Cocktail enthusiasts and bartenders alike are exploring innovative coffee-based libations that offer a spectrum of flavors and textures, resonating with consumers seeking both familiarity and sophistication in their beverage choices. As brunch culture gains prominence, coffee cocktails present an accessible and appealing option, bridging the gap between traditional and contemporary drinking occasions.

As Gen Z comes of legal drinking age, their progressive values and preferences are poised to influence the spirits industry, shaping consumer perceptions and brand loyalty. With a strong emphasis on sustainability, diversity and ethical sourcing, this generation gravitates towards brands that align with their values, presenting opportunities and challenges for established players in the market. Spirit brands that prioritize transparency and social responsibility are primed to resonate with Gen Z consumers, driving demand for conscientious products and experiences.

Lastly, the map of world whisky expands beyond traditional strongholds, with emerging regions like South America garnering attention for their distinctive expressions and innovative approaches to whisky production. As whisky enthusiasts seek novel flavors and experiences, the influx of world whiskies from Denmark, Israel, Australia and Peru diversifies the market landscape, stimulating curiosity and exploration among connoisseurs. With whisky projected to surpass vodka sales in the U.S., the influx of these diverse offerings signals a dynamic shift in consumer preferences and market dynamics, underscoring the enduring appeal and adaptability of the spirits industry.

Hard seltzer

The rise of hard seltzers and other alcoholic beverages continues to reshape the beverage industry. According to a report by Toast, hard seltzer has surpassed beer as the most popular alcohol consumed during game days, experiencing a remarkable 47% boost in sales. This trend underscores the growing preference for hard seltzer among consumers, with market analysts projecting significant growth in the industry. Toast’s analysis of food and drink sales throughout the football season revealed that hard seltzer outperformed other alcoholic beverages, including lagers, wine, whiskey and liqueurs, in cities with NFL teams.

Grand View Research estimates that the hard seltzer market was valued at nearly $19 billion in 2023 and anticipates a robust annual growth rate of nearly 15% through 2030. With its refreshing taste and low-calorie appeal, hard seltzer is poised to become a staple at sporting event parties, challenging the traditional dominance of beer in the game day experience.

Here are four key hard seltzer trends poised to make waves in 2024, according to wholesale, B2B and B2C eCommerce platform BlueCart:

Unique flavors: In an era where consumers crave novelty and experimentation, hard seltzer companies are offering unique flavor profiles. Exclusive, limited-time flavors enhance consumer engagement and foster a sense of urgency, as exemplified by the success of seasonal holiday packs from industry leaders like Truly. Social media platforms play a pivotal role in driving interest towards innovative flavor combinations, with unconventional flavors such as exotic fruits and intriguing blends gaining traction. Establishing a robust social media presence enables brands to amplify their presence, expand their reach, cultivate brand loyalty, showcase products, leverage celebrity endorsements and incentivize consumer interaction through exclusive promotions and user-generated content.

Sustainable packaging: As environmental consciousness continues to permeate consumer preferences, sustainability emerges as a defining trend. Consumers increasingly prioritize eco-friendly packaging options, with recyclable materials and streamlined shipping processes to reduce emissions.

Craft seltzer: The allure of artisanal and locally-crafted products resonate strongly with contemporary consumers seeking unique experiences. Craft seltzers, characterized by distinctive flavors and often utilizing local ingredients, offer a niche alternative to mass-produced offerings. Hard seltzer businesses are able to cater to niche markets, capitalize on exclusivity and foster community support for local artisans.

Health and wellness: In an era marked by heightened health consciousness, beverages promoting wellness and nutritional benefits are gaining considerable traction. Hard seltzers, positioned as low-calorie, gluten-free alternatives with antioxidant properties, appeal to health-conscious consumers seeking indulgence without compromising on well-being.

Beer

Brewers are increasingly venturing into the realm of non-alcoholic and mindful drinking options, responding to shifting consumer preferences and expanding the variety of offerings in the market, according to SevenFiftyDaily. White Claw 0% Alcohol was introduced in December which added to the growing roster of non-alcoholic beverages. Karl Strauss launched a non-alcoholic version of its well-known Red Trolley Ale. Molson Coors Beverage Company introduced its non-alcoholic Blue Moon, aiming to leverage its brand recognition to tap into this expanding market segment.

Hop-infused beverages like hop water are not only carving out new drinking occasions but also securing shelf space in a variety of retail environments, offering consumers flavorful yet non-alcoholic options.

In line with the trend towards mindful drinking, brewers are also rethinking serving sizes and packaging formats. Westbound & Down Brewing, for instance, is packaging their barrel-aged beers in smaller, eight-ounce cans, reflecting a shift towards moderation and a desire for less potent options. This move towards smaller formats aligns with the changing preferences of consumers, who increasingly prioritize quality over quantity and seek beverages that fit into a more mindful approach to consumption.

Meanwhile, beverage companies are exploring innovative strategies to attract consumers by ditching carbonation in some of their products. Molson Coors, for example, is launching the Happy Thursday “spiked still refresher,” catering to consumers who prefer beverages without the bubbles associated with carbonation. This reflects a broader trend in the industry, with companies like Boston Beer Company finding success with uncarbonated offerings like Twisted Tea. Craft breweries are also entering the uncarbonated beverage space, introducing products like Great Lakes Brewing’s SunSail Hard Teas and Cinderlands Beer Company’s Cindi’s Hard Mountain Tea, tapping into the demand for flavorful, non-carbonated options among consumers.

In conclusion, as the excitement of sporting events like March Madness and the NBA playoffs unfolds, it’s essential for health and wellness professionals to recognize the significant role of alcohol consumption in these festivities. Understanding the dynamics of alcohol consumption patterns, both in collegiate and professional sports settings, enables professionals to assess associated health risks, promote safer drinking environments, educate clients about responsible drinking habits, address triggers for substance use disorders and encourage healthier beverage choices. Moreover, staying up to date about broader beverage trends allows professionals to apply information to a retail promotion setting, adapt strategies to promote holistic well-being and promote healthier behaviors within communities. By prioritizing safety, moderation and alternatives to excessive alcohol consumption, health and wellness professionals play a vital role in ensuring the well-being of individuals during these celebratory events.