It’s no secret that the Crimson Hexagon office is full of nerds and beer lovers. In between games of Magic: The Gathering after work, conversation frequently drifts toward our favorite beer styles, beer names, and beer recipes. Naturally, I thought it would be fun to combine our interests and use our powerful (and nerdy!) social media opinion monitoring tool to see what people are saying online about two of the most ubiquitous beers in America: Budweiser and Coors.
We analyzed over 17,000 tweets about each brand over the past two months and here’s what we found.*
The first thing that jumps out at us is that the conversation about each brand is largely positive. We’ve seen in the past that Twitter’s 140 character limitation tends to encourage general proclamations of love or hatred for products, and beer is apparently no different.
The Twitter conversation about Budweiser is 34% generally positive, while 31% of the Coors conversation expresses a similar love for the fizzy yellow stuff. We’ll call that a tie.
We found another strong similarity in conversation about the two brands, which focused on drinking the beer in social situations. Tweets commonly referred to parties, BBQs, sporting events, and bars. The percentage of the socially focused conversation for each beer brand was almost identical at 16 and 17 percent.
Popular commercials appear to give Budweiser the edge in promotions buzz. Their ‘book club’ commercial has caused some controversy, but many tweets express love of the ‘Real Men of Genius’ and ‘House Made of Bud Light’ spots. Coors’ marketing of its cold-activated can just couldn’t match up.
And about the same percentage of Tweeters talk about drinking Budweiser as Coors when they want a cold drink, often after physical activity or on hot days.
The collective beer snob in us, at this point, is wondering where all the negative conversation is. Well, there wasn’t much. Slightly more people think that Coors is a brand that represents low quality. Only 10% of the conversation criticizes Bud’s beer compared to Coors’ 16%. Overall, both brands garner overwhelmingly positive reviews on Twitter.
So what does it all mean? Brand perceptions of Budweiser and Coors appear to be as similar as their mass produced beers. Are the domestic-beer malcontents just not tweeting or are the ads working? Let us know what you think and, of course, e-mail firstname.lastname@example.org to find out how YOU can start monitoring your own brand or product online.
*We appreciate criticism of Crimson Hexagon as much as anyone else. We got a lot of laughs and many more good ideas from this utter destruction of our traditional donut graphs. Let us know what you think of our experimental foray into the land of bar graphs.