As Americans prepare to watch the Super Bowl this coming Sunday, they will be flocking to retail outlets for their food and beverage needs. According to an Insights from New York-based Nielsen titled “The Evolution of Super Bowl Consumption,” the market research firm identified how today’s viewing experience has evolved.

Nielsen details that the female fan base remains substantial, noting that it has held steady at about 46-47 percent of total viewership from Super Bowl XLVII in 2014 to Super Bowl LII in 2018.

To celebrate its 10th anniversary, Catoctin Creek Distillery launched its latest “Bottled in Bond” spirit: Four-year-old Rabble Rouser Rye Whisky. 

Surf City Still Works introduced its latest spirit: Surfrider Rum. 

Johnnie Walker, a brand of Norwalk, Conn.-based Diageo North America, announced that Jane Walker, the brand’s first-ever female iteration of the brand’s iconic Striding Man, will be in attendance at the 2019 Women’s March on Jan. 19 in Washington D.C., to celebrate the many messages of optimism and empowerment that come to life for the march, the company says.

Yahara Bay Distillers launched 3rd Gear, a blended and bottled ready-to-drink (RTD) cocktail designed to be similar to an old fashioned cocktail. 

Hendrick’s Gin announced the launch of a new limited-edition gin, Orbium, to the United States market. 

Braxton Brewing Co. released Vive Hard Seltzer, a hard seltzer crafted with pure Kentucky artisan water, the company says. 

Calistoga, Calif.-based Sterling Vineyards, a division of Treasury Wine Estates, is bringing a trio of wines to market in re-sealable aluminum bottles. The lineup is designed not only to improve convenience for consumers, but to do so with the winery’s unique sense of style, it says.

Western Son Vodka released its new canned cocktails in four flavors: Vodka Mule, Watermelon Vodka Seltzer, Lime Vodka Seltzer and Blueberry Vodka Lemonade. 

Blakes Hard Cider announced its newest product and the third installment in their Kinder Cider Series: Great Blakes.