Summer is here and the Canned Cocktail Craze Trends Large
+ Sports, movies, vaccines and car travel lead as top brands we are buzzing about pre-Memorial Day
NEW YORK – May 21, 2021 – As consumers emerge from over a year of isolation and just a week until Memorial Day Weekend marks the official start of summer, Americans are poised to see some big shifts in consumer trends in 2021.
These trends will allow brands to connect on a more human level with the consumers they want to reach. Using its consumer intelligence platform, Talkwalker found canned beverages to be among the top emerging trends in consumer spending and conversation for the summer.
And there’s a lot to say about the canned cocktail craze:
Conversations already point to an evolution in the malt beverage category – from hard seltzer to…extra hard seltzer to canned cocktails becoming ubiquitous and new forms to consume these products like slushies or popsicles reaching a critical cultural mass, it’s shaping up to be a sweet, boozy summer.
“Beverage companies are engaging with customers as evidenced by the verb theme cloud of the discussion show the challenges for the industry but also the excitement around its growth,” says Todd Grossman, CEO Americas Talkwalker, “while from the noun theme clouds, we can understand what aspects of the canned beverages are appealing to them, the types of flavors and ingredients they want, the convenience, the freshness and more.”
Here is a top 10 list of year-to-date discussions of hard seltzer that mention a flavor in the U.S. Each flavor is a % of the total 18,000 hard seltzer flavor conversations
- Lemon 39%
- Mango 10%
- Plain 9%
- Cherry 7%
- Strawberry 6.5%
- Lime 6%
- Peach 4.3%
- Pineapple 4%
- Raspberry 3.4%
- Watermelon 3.4%
Looking at states discussion of hard seltzer, the big outlier here is of course Missouri, the beer brewers backyard is a big fan of hard seltzer. Here the raw number of mentions year to date:
- California 10.1K
- Missouri 6.5K
- Texas 6.3K
- New York 5.7K
- Florida 4.6K
- Illinois 3K
- Ohio 3K
- Massachusetts 2.9K
- Pennsylvania 2.2K
- New Jersey 1.9K
What else are we buzzing about over the past 30 days in anticipation of Memorial Day weekend?
Categorizing the brand mentions broadly, it’s going to be a big weekend out at the arenas, ballparks, tracks and golf courses around the country. Tent-pole movies also are in the discussion.
For sports, it’s all about waiving capacity limits.
And for the big screen, it’s all about how the “upcoming holiday weekend” being the biggest weekend for the film industry in over two years with a variety of previously on-hold projects debuting on Memorial Day.
OF THE TOP 50 BRANDS being discussed leading up to Memorial Day, here are those dominating the conversations on social:
Sports
- NBA, and playoffs
- MLB, Yankees & Rangers
- Nascar and Penske Racing
- NCAA
- Cabelas
Movies & Producers
- Godzilla
- Mortal Kombat
- HBO
- Warner Bros
Brands Dominating the Memorial Day Holiday
- American Legion
- Rolling Thunder
Vaccines
- This holiday brought to you by Pfizer
- AstraZeneca
Car Travel
- AAA
- Penske
- Lucas Oil
- Uber
About Talkwalker
Talkwalker is an enterprise listening company helping the world’s largest brands to drive revenue by activating the voice of their customers. Through our AI-powered platform, we gather data from the conversations that happen around your brand – online, in the media, and within your company – to uncover, understand, and action consumer insights.
Over 2,000 companies worldwide already use this conversational intelligence to protect their brands, measure their campaign impact, and identify what drives purchase decisions. Building consumer connections, and helping to make them globally loved brands.
Talkwalker has offices in Luxembourg, New York, San Francisco, Frankfurt, Singapore, Paris, Tokyo, London & Milan, with 400+ employees across the globe. It is also the home of Talkwalker Alerts, a free alerting service used by over 500,000 communications and marketing professionals worldwide.
Thank you,
Glenda, Charlie and David Cates
