Every year as January comes to a close, sports fans, brands and consumers across America prepare for one of the biggest sporting events of the year: the Super Bowl.

On Feb. 4, the Philadelphia Eagles take on the New England Patriots, and while the teams are practicing before the big game, consumers around the country are putting on their game faces.

In Nielsen’s Insight titled “Super Bowl 52: Who’s watching and what’s filling Americans’ baskets,” the market research firm detailed consumer sale trends by sourcing Nielsen measured off-premise outlets (xAOC + Liq Plus + Conv + Military) for total U.S. for the weeks ending Feb. 4, 2017, and Feb. 11, 2017.

Looking at beverages, there's huge growth beyond soft drinks and bottled water, which are in a league of their own leading up to the game, Nielsen reports. Wine and spirits both generate nearly half a billion dollars in sales, each, in the two weeks leading up to the Super Bowl. According to Nielsen Scarborough data, 59 percent of Super Bowl fans said they prefer to drink wine, while 55 percent prefer beer and 49 percent prefer spirits.

To view more consumer data around the Super Bowl, click the following link.