With tens of thousands of people coming downtown this week, beverage companies are working hard to keep bar coolers stocked.
Companies like Monarch Beverage are working overtime to make sure there’s plenty of stock downtown.
Several bars ran out or came close to running out of certain types of beer during the Big 10 Football Championship in December.
Monarch, a Miller Lite distributor, and Zink Distributing, the local Budweiser distributor, said they are definitely seeing a spike in downtown business.
Monarch brought in an extra 150,000 cases of beer to make sure there are enough to go around. Zink said in addition to their normal day-shift deliveries, they will have four trucks funning overnight from 6 p.m. to 2 a.m. through the Super Bowl.
"It's an additional two truckloads a night, an extra 1,000 cases so far every night, probably 10 to 14 stops and it probably takes six to eight hours to cover that shift with a couple of guys," said Williamson.
The delivery to downtown businesses is not without its challenges. Companies have time and route restrictions due to Super Bowl activities, but they still make sure there are plenty of products for the thirsty fans.
There is also an increased demand for soda as well.
Pepsi, the official soft drink of Super Bowl XLVI, said it is gearing up for increased sales around game time.
Coca-Cola product sales at Lucas Oil Stadium during the Super Bowl are projected to increase to approximately three times as compared to a regular season Colts’ game.
Both soda companies said they will be making increased deliveries to retail establishments, making sure there are plenty of products on hand for Super Bowl weekend.