When we explored English-language mentions of cocktails, we found that conversations had grown steadily during lockdown, averaging a 3% increase every week
People were using their extra time to perfect their favorite cocktail, or make something fresh and exciting. There were 103k mentions of cocktail recipes between March and May, a 71% increase in mentions compared to the three months prior.
The most popular cocktails in the conversation are:
- Gin-based (14k mentions)
- Long Island iced tea (12k mentions)
- Vodka-based (10k mentions)
We found similar figures using BuzzSumo’s new keyword feature. Articles published about cocktail recipes increased 38% in March, April, and May compared to the three months prior, while engagement was up 46%.
Mix-your-own kits weren’t as popular as making cocktails from scratch on social media, with only 67k mentions since March. 58k consumers talked about buying bottles of spirits, while 57k were looking for places to get fresh cocktail ingredients online.
Virtual classes and online cocktail or happy hours clocked up 202k mentions in March, April and May. However, mentions decreased in May by an average of 5% each week, hinting that we’re becoming more selective with the online events we participate in.
Social media has given people a great outlet to share and get inspiration for cocktail recipes. Here’s hoping new cocktail masters keep up the practice for when we’re allowed to party again.
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Brandwatch Response Team