Brandwatch Analysis on 3 beer companies

1. social
Listening
BEER
QUERIES
CATHERINE, ETHAN, HALLIE, MARIA
MKTG3256.01 MAY, 2023
PROF. DR. MATTHEW O'HERN

2. Table of
Contents
RELEVANT
QUESTIONS
01
02
05
MICHELOB
ULTRA
KEY INSIGHT
ANALYSIS
BUD LIGHT
04
03
CORONA

3. RELEVANT QUESTIONS
How do consumers feel towards these three brands?
How positively are peoplespeaking about these brands?
Is there a particular season/time users most actively discuss
the brands?
How has media attention helped or hurt these brands?
Who most frequently talks about the brands? and where?
what are the top trends or topics associated with our
brands?
What platforms do people most actively discuss the
brands on?

4. Michelob ultra

5. Michelob ultra
Initial Query
Trending Topics:
Super Bowl
Brand Mix-Up

6. Michelob ultra
Second &Third Query

7. Michelob ultra
Final Query

8. Corona
Trending Topics:
Brand Name Lawsuit

9. Bud Light
Trending Topics:
Dylan Mulvaney

10. Key insights
By channel

11. Volume by brand
AB InBev vs.
Constellation brand
name lawsuit
Super Bowl
Bud Light release campaign with
Transgender influencer Dylan
Mulvaney
Three spikes that caught our eyes

12. When?
Notice a surge in discussion right before the
weekend, sharing with other users their
drink of choice
Users discussing these beverages in the
morning after a night of consuming their
beverage of choice

13. Consumer Perception
By brand
By product line
Michelob has the highest
consumer perception and Bud
Light has the lowest
Consumers take to talking
positively about premium
seltzers and negatively
about light beer

14. Insights Gained
Mentions
Reach
All three brands
experiencing a
surge in mentions
Bud Light holds
unique position
with five-fold
reach compared
to other brands

15. Insights Gained
By brand and Product Line

16. Two Good Ad Campaigns, and
one not so good

17. Corona Lawsuit
The majority of mentions gathered were
from news sources reporting on the trial

18. Corona Lawsuit
Sentiment end of 2022 vs. beginning of 2023

19. Michelob Volume Surges
A surge in Feb due to Super Bowl
A Surge in April due to confusion in brand name

20. Caught In the Crossfire
Brand name confusion because
of "Ultra Light" and "Ultra Right"

21. Bud light controversy
Sentiment Before Campaign
Sentiment After Campaign

22. Bud light controversy
A - Initial surge (Super Bowl)
B - Trough
C - Secondary surge (Dylan Mulvaney)

23. Bud light controversy
Value of the conversation
One & Done
Lasting Conversation

24. Bud light controversy

25. Recommendations
Launch a new campaign that takes attention away from the recent controversy and
resonates with its core audience. For example, the brand can launch a sweepstake
similar to the #sbsweepstakes campaign that received immense traffic and positive
response from its target audience.
The brand should revert to its core identity and focus on its target audience to
rebuild brand trust and loyalty post-controversy.
Keep track of its online mentions and sentiment to quickly respond to negative
feedback and continue to refine its social media strategy.
Overall, Budlight should focus on rebuilding brand trust and loyalty by staying true to
its core identity and values, while also being mindful of its target audience and
closely monitoring brand influencers.

26. The brand can expand its market share by introducing a new line of
premium seltzer to tap into the high volume of online mentions in that
category and attract new customers - since it is the only of the 3 brands that
doesn't provide such product and they recently won the lawsuit against
using Corona names on seltzer products.
Corona can further expand its market share in the Premium Light Beer
category by introducing new and unique flavors to attract new customers.
Corona should continue to use celebrity advertising as possibly begin to
launch campaigns focusing on the brand's commitment to environmental
sustainability and responsibility. Their brand image is associated with a glass
bottles which are fully recyclable.
Recommendations

27. Recommendations
The brand should focus on increasing its market presence by improving its
volume of mentions across all four categories, we are seeing them scratch the
surface with there recent advertising efforts, good job!
Michelob can explore new and innovative product lines to attract new
customers and expand its market reach.
The brand can also leverage social media platforms to launch campaigns that
highlight its commitment to using organic and sustainable ingredients in its
products
It can take advantage of its premium brand positioning to promote sport
events that align with the brand image and this way drive online mentions.

28. Thank
You
BEER
QUERIES
-
May
'23
BEER
QUERIES
-
May
'23
Catherine, Ethan, Hallie, Maria
MKTG3256
Prof. Dr. Matthew O'Hern

29. Beer Queries -Brand Analysis
Mon, 01 May 2023
Appendix