Vodka Invades Super Bowl Ads After 3 Decades

Svedka vodka is set to make history by advertising during the Super Bowl on February 8, 2026, marking the first vodka commercial during the game in at least 30 years. This move follows Anheuser-Busch InBev's decision to open the alcohol advertising category to rivals since the 2023 game. Sazerac, which acquired Svedka in 2024 and has seen its resurgence, views this as a prime opportunity to expand its consumer base.

The campaign will revive Svedka's classic 'fembot' character, incorporating artificial intelligence to showcase a dance routine developed through a fan contest. Sazerac emphasizes that AI enhances, rather than replaces, human creative input, aiming for a time-intensive, imaginative production. The brand is also engaging a celebrity, Victoria Justice, to promote the contest and connect with the audience.