2. Executive Summary
● People are drinking more
● Wine as an ‘essential’
● Beer is for socializing
● Getting creative with cocktails
3. Drinking and tweeting,
everyone’s new pastime
Alcohol Mentions on Twitter
Discussion of alcohol on social mentions see a relatively even distribution among
millennial males and females
However, preferences begin to shift when looking at wine, liquor or beer. Wine
and liquor mentions both contain a near even split in genders, while beer
conversation is dominated by males.
6. In March 2020, social mentions of
wine have increased by 56%
compared to the previous month.
Around March 13, when most
states began implementing
stricter social distancing and
quarantine policies that prioritize
“essential business,” mentions of
wine increased by 24%.
Numerous consumers
mentioned stocking up on their
favorite wines on the weekend,
but have even admitted to
abandoning general drinking
‘rules’ and opting to drink earlier
in the day.
Wine Conversation on Social
March Twitter Mentions
Wine search interest was consistent in
March, with highest volume occuring on
Fridays and Saturdays
Red wine accounts for 5% of the total
Wine conversation volume.
7. Wine Trends During Quarantine
Red vs White
During quarantine, wine drinkers
enjoy a red or white wine to cook
with, read a book, or watch
Netflix.
However, red wine reigns
supreme with 3X more mentions
than white wine.
Virtual Wine Tasting
Building upon the trend of virtual happy
hours, the wine industry is beginning to
tailor the tasting room experience to
consumers’ homes.
Each week, numerous winemakers and
wine connoisseurs take to Zoom or
Instagram Live to host a wine tasting,
discuss their favorite wines, and answer
questions.
Quarantine Essentials
While some consumers stock up on
foods and toilet paper, others have
also deemed bottles of wine as an
essential good.
Many are finding wine a vital
comfort for frayed nerves and a
necessary complement for
home-cooked meals.
8. Trending Articles
The Best Virtual Wine Tastings To Join During Coronavirus Lockdown
Wine Is for Sharing. What Does That Mean in Self-Quarantine?
Finding Comfort in a Bottle of Familiar Wine
Liquor and Wine Stores Experiencing Surge of Sales
10. Beer is trending in online
conversations surrounding the
quarantine - seeing a 23% overall
growth. Conversation topics run
the gamut of light-hearted
memes and drinking game
content to users calling out
lawmakers for drinking instead of
focusing on finding solutions.
Seltzer has seen a slight drop
(down 16%) in social conversation,
however it has seen a spike in
online searches within the past
month - which may indicate
people are looking to expand
their at-home tastings beyond
the drinks they already have.
Beer and Hard Seltzer Conversation on Social
March Twitter Mentions
Google searches for hard seltzer have jumped
while searches for beer have remained the same
Mentions of Beer and
Hard Seltzer
Seltzer
Beer
11. Beer and Hard Seltzer Trends During Quarantine
Drinking Games
“Beer Pong” is a trending topic
for at-home drinkers (even on
TikTok). Popular Google searches
include other beer-drinking
games like “Beer Die” (+90%).
Barstool Sports has partnered
with a popular Twitter creator to
host a celebrity beer pong
tournament.
Craft Beer
Twitter users are rallying around craft
breweries in support of their favorite
beer brands in an attempt to keep them
afloat through the quarantine.
Support for small businesses all around
is trending as shelter-in-place orders are
spreading throughout the country.
People are also putting the “micro” in
microbreweries - Pinterest searches for
homebrewing are up 411%.
Corona Brand Conversation
Corona is having a moment in the
spotlight in the midst of COVID-19
conversations.
With an uptick in sales, we’re also
seeing an uptick in conversation
surrounding the beer -- with many
users expressing opinions about the
name overlap.
12. Trending Articles
Corona Beer Among the “Winners” in Coronavirus Sales Surge
Quarantined Beer Chugs group goes viral during Coronavirus lockdown
Post Malone Announces Virtual Beer Pong Tournament With Celebrity Friends
14. Since the beginning of March,
social mentions of liquor and
cocktails saw 19% growth.
To date, mentions of specific types
of liquor - specifically Vodka - are
seeing higher volume than broad
mentions of cocktail and cocktail
recipes.
However, Google search queries
indicate exponential growth in
individuals looking for new recipes.
Google saw a net increase of 66%
interest in cocktail recipes since
the start of the month. Users are
also looking at delivery options in
their area.
Regional preferences are also
emerging; Whiskey has the
highest density of searches across
the nation.
Spirits Conversation on Social
March Twitter
Mentions
March Google Trends
“best cocktails”
“whiskey cocktails”
“rum cocktails”
“vodka cocktails”
“gin cocktails”
Top Liquor Queries by Region
“bourbon cocktails”
“tequila cocktails”
“simple cocktails”
“cocktails near me”
“classic cocktails”
Top 10 Liquor Search Queries
15. Spirits Trends During Quarantine
Cupboard Cocktails
Bartenders are taking to Twitter to
help develop new recipes based off
ingredients people have in their
own cabinets.
Week over week, #makeadrink
continues to be a leading
challenge on TikTok, raking in over
1.3B views on the platform’s
“Discovery” page.
Interest in Quarantini Stalls
“Quarantini” began to trend as a
humorous at-home beverage when
social distancing ramped up across the
country.
Google searches peaked during the first
official week of nationwide-encouraged
stay-at-home orders.
Like most internet trends, the beverage’s
popularity has since petered out.
To-Go Cocktails
Major cities like San Francisco and
New York were among the first
localities to allow restaurants that
have a license to sell alcohol via
delivery and take-out.
Restaurateurs like David Chang
began leading the conversation on
social to encourage other localities
to follow suit.
March Quarantini Google Search Query Interest
16. Trending Articles
Bombay Sapphire Launches ‘Create From Home’ Program
Macgyver Yourself a Quarantine Cosmopolitan With YouTube Tutorials
What’s A ‘Quarantine Mojito’?
