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For years, AB InBev has used exclusivity to maximize the value of its Super Bowl spend by preventing other brands from placing spots in the Big Game—and this year will mark its biggest buy yet.
Various competitors in the alcoholic beverage category have tried to get around the block in different ways. For example, in 2017 Yellow Tail became the first wine brand with a Super Bowl ad in 40 years thanks to clever regional buys.
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