This morning, the Seattle Seahawks beat the New England Patriots 29-13 in a game watched by NFL fans globally, including increasingly in Australia.

The 2026 Super Bowl was even more notable than in years prior as Michael Dickson became only the second Australian on a winning team in the event’s 60 year history.

Concurrent with this, the biggest sporting event in the US calendar is also becoming increasingly valuable for Australia’s drinks trade year on year. Drinks Trade caught up with Hugh Jellie, Senior Brand Manager Beer & Cider at Endeavour Group’s Pinnacle Drinks, to discuss:

“Heading into 2026, we’re seeing a lager renaissance,” Jellie tells Drinks Trade. “As palate fatigue sets in with heavy IPAs, consumers are pivoting toward high-quality, sessionable imports that offer clean and crisp profiles. We are seeing value-legacy brands like Pabst outperforming both entry-level lagers and hyper-niche craft because they offer genuine heritage and a high-status cool factor at an accessible price point.”

Earlier today, Pabst Blue Ribbon hosted an exclusive Super Bowl Viewing Party in Sydney hosted by Australian NFL star Samuel Irwin.

Speaking with Drinks Trade, Irwin says he has noticed NFL’s growing popularity in Australia in the way venues and brands are activating. “The Super Bowl’s turned into a proper event over here,” he said. “Pubs open early, people plan their day around it. What’s cool though is that the understanding of the game has grown with the audience – it’s not just about the spectacle anymore, people actually get what they’re watching, and that’s been a big shift.”

He also offered some interesting insight into the differences in beer culture surrounding the Super Bowl in the US versus Australia.

“There are definitely differences. In the US, especially around the NFL, beer culture is very tied to ritual: tailgates, game day traditions, team loyalty … In Australia, it’s a bit more relaxed and social: the beer is still central, but it’s less about ceremony and more about connection; getting together, watching sport, having a laugh.

“What I like is that those two worlds are starting to overlap more here. Events like the Super Bowl bring that American-style game day energy, but with an Aussie sensibility – simpler, unpretentious, shared with mates. That’s where a brand like Pabst fits really naturally.”

Some of the imagery provided by PBS for this article

According to Hugh Jellie, by carving “a unique niche within creative and skate subcultures” and by “staying true to its gritty, rule-breaking roots”, Pabst has been able to somewhat distance itself from corporate macro-beer imagery.

He also says this is reflected in the other US heritage brands finding success in Australia by being “positioned as selling a piece of authentic Americana rather than just a liquid.”

When asked where the opportunity is for retailers, Jellie concludes by stating, to date, performance has been relatively strong in peak celebration periods as consumers seek reliable packs for home entertaining.