It’s no secret that companies spend millions each year to get a coveted time slot for their advertisements during the Super Bowl, but getting a quick shout-out from a player about your product can be just as effective, and a million times cheaper.

Budweiser was overjoyed when it saw Peyton Manning reference the macro brewery in a post-game interview with CBS News. He tells reporter Tracy Wolfson,

“I’ll take some time to reflect. I’ve got a couple of priorities first. I want to go kiss my wife and my kids. I want to go hug my family. I’m going to drink a lot of Budweiser tonight, Tracy, I promise you that,”

And just like that, Budweiser was blessed with the greatest shout-out on earth. The company claims it didn’t tell Manning to say anything about its product. Peyton Manning actually loves to guzzle a few Buds in his spare time—something that craft breweries aren’t too pleased about.

According to Uproxx, Manning is being hit up by the Brewers Association with an assortment of craft microbrews to sample. reports that the association even threw in some Colorado brews for Manning, so he could get to know his local breweries.

Will the Super Bowl champion start drinking farmhouse ales and IPAs? All we know is, the first step to converting a Bud fan is exposure to better beer.

[via Uproxx]