A new taste is coming to Super Bowl viewers who have long been accustomed to watching ads for soda, candy, pizza, chips and beer.

Svedka vodka will run a 30-second ad just after halftime during NBC’s telecast of Super Bowl LX on February 8 of next year. Executives at Sazerac , the company that distributes the spirit, believe the appearance will mark the first time in at least three decades that a vodkawill advertise during the gridiron classic, which for years was the exclusive domain of beer giant Anheuser Busch InBev when it comes to alcohol commercials.

Svedka “had been in decline for some time when we decided to acquire it” in 2024 says Sara Saunders, chief marketing officer at Sazerac, which also distributes Buffalo Trace and 1792, among others, during a recent interview. “I’m ha

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