Hard Seltzers Slayed it on Super Bowl

Dear Client: What were people drinking more of during the Super Bowl? Not beer. At least, not traditional beer. It was down 0.3% in volume. Apparently, the stereotype watching The Big Game with a pizza and beer is waning somewhat. Among bev alc, it seems spirits won the Super Bowl: that category was up 6.2% in volume, and 9% in dollars. That's per IRI's read, which measures the 2 weeks surrounding The Big Game.* But guess what was super popular