Bad Bunny's Super Bowl Halftime Show Sparks Surge in Puerto Rican Flavor Searches

Data shows increased interest in Puerto Rican drinks, food, and culture following the singer's performance.

Published on Feb. 13, 2026

Got story updates? Submit your updates here. ›

When Puerto Rican superstar Bad Bunny took the stage for the Super Bowl LX halftime show, his performance went beyond music, igniting a spike in searches for Puerto Rican flavors, drinks, and cultural traditions. Data from retailers like Total Wine & More showed a massive increase in interest around Puerto Rican beverages, with searches for terms like "Puerto Rico" (+1,237%), "Coquito" (+504%), and "Puerto Rican rum" (+261%) in the week following the Super Bowl.

Why it matters

Bad Bunny's global reach and celebration of Puerto Rican culture during the high-profile Super Bowl performance helped drive mainstream interest in the island's rich culinary and cultural heritage. This highlights the power of representation and how major pop culture moments can shape consumer trends and shopping behaviors.

The details

During his halftime show, Bad Bunny emerged from a field of sugarcane, Puerto Rico's iconic crop, and visited various food and drink stands, including one representing the Caribbean Social Club in Williamsburg, Brooklyn. There, the legendary Maria Antonia Cay, known as Toñita, served him what was supposed to be a shot of rum, arguably Puerto Rico's most important export. The performance also featured nods to Puerto Rican culture, including piraguas (Puerto Rican shaved ice), dominoes, and boxing.

  • In the week leading up to the Super Bowl (2/2/26–2/8/26), there was a spike in searches for Puerto Rican beverages.
  • Following Bad Bunny's halftime show performance on February 12, 2026, there was a continued surge in interest around Puerto Rican flavors and culture.

The players

Bad Bunny

The Puerto Rican superstar whose Super Bowl halftime show performance sparked a surge of interest in Puerto Rican flavors, drinks, and culture.

Total Wine & More

The nation's largest independent wine and spirits retailer, which saw a spike in searches for Puerto Rican beverages around the Super Bowl.

Vannessa Cendan

The Sr. Marketing Manager of Serrallés USA, the company that has been making Don Q rum in Puerto Rico since 1865.

Tina Jackson

The co-owner of El Coqui Puerto Rican Cuisine in Santa Rosa, California, who was moved by the cultural references in Bad Bunny's performance.

Tara Fougner

The co-founder and CEO of Thirsty, an online magazine dedicated to cocktail culture, who praised the richness of Puerto Rican bar hospitality culture.

Got photos? Submit your photos here. ›

What they’re saying

“Benito's Super Bowl halftime performance didn't just light up the stage; it ignited curiosity about Puerto Rican culture, cuisine, and spirits in a way we haven't seen before.”

— Vannessa Cendan, Sr. Marketing Manager of Serrallés USA

“Watching the performance made me cry! It reminded me of my grandmother and being at her home in the finca. And the little cart with the piraguas! That is the Puerto Rican shaved ice we ate as kids! I saw how I grew up, and I know so many people did too when they watched the performance.”

— Tina Jackson, Co-owner of El Coqui Puerto Rican Cuisine

“What defines Puerto Rican hospitality isn't just rum and tropical sazón, it's generosity, warmth, inclusivity and joy. It's '¿Y tú comiste? Have you eaten?' It's our instinct to take care of people, even when we may have very little ourselves. That spirit of cultural pride and love for all that the world saw at the Super Bowl with Benito, is who we are.”

— Tara Fougner, Co-founder and CEO of Thirsty

What’s next

Retailers and restaurants are expected to continue capitalizing on the surge of interest in Puerto Rican flavors and culture by introducing new Puerto Rican-inspired menu items and cocktails.

The takeaway

Bad Bunny's powerful Super Bowl halftime show performance not only captivated audiences with its music and cultural celebration, but also sparked a renewed mainstream interest in exploring the rich culinary and hospitality traditions of Puerto Rico. This highlights the enduring impact that representation and authentic storytelling can have in shaping consumer trends and cultural awareness.