Expertise | 7 min read

How Saint Patrick's Day Took Over Social Media

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Each year Saint Patrick’s Day, March 17th, marks a day of partying for the Irish. However, this local feast day is now a global phenomenon. Saint Patrick’s Day has become a worldwide party and a unique marketing opportunity, with people all over the world tempted to try a pint of the ‘black stuff’. In 2015, this celebration generated more than 1.3 million conversations on Twitter in a single day.

Social media influencers love Saint-Patrick’s Day. Russel Brand (@rustyrockets) was the one responsible for the most popular tweets: “Happy St Patrick’s Day, dear Irish brothers and sisters. Have a Guinness for me – it’s cheaper than water”. @TheTweetOfGod (1,860,000 followers) gave alcohol another noticeable shout-out in one of his tweets by posting: “St Patrick just puked all over my beard”. Even the famous Irish wrestler Sheamous (@WWESheamus) took the opportunity to state: “Happy St. Patrick’s Day fella!! Call it #PaddysDay but never #PattysDay. Have a #Guinness or #ShamrockShake on me…”

Beer conversations generate over 2.5 million conversations on Twitter every month*. That’s more than Coca-Cola (2.2 million) and considerably more than whisky, (500,000).

While March 17th drives a peak in conversation, it’s set against the background of our ongoing social media love affair with beer.

The number of blog posts about beer increased 40% between February 2013 and February 2015, revealing a growing interest in an ancient product. Different online communities are taking part, demonstrating various trends.

Health community: regular debate about the benefits of this beverage including speculation that the silicon derivatives found specifically in blonde beer may prevent benefit osteoporosis; marinating red meat in stout could also reduce the carcinogenic effect of barbecuing.

Foodie community: recipes from famous and amateur cooks listing beer as a key ingredient. “Chocolate & Dark Beer cake” and “beer fondue”, introduce a new way of consuming the beverage, a new influencer set and an opportunity for marketers to answer a new trend in consumer demand.

Lifestyle community: discussions around the Brussels Beer Project whose purpose is to create “atypical” beers on a “modern and green” brewery, or the interest in “creating beers based on Super Heros” by US designer Marcelo Héros, innovative conversations bring potentially new and diverse audience segments to the debate.

While beer brands can leverage these trends and turn them into marketing opportunities, Saint Patrick’s Day and the massive discussion it generates all over the web are an occasion not to miss for all brands, beer or non-beer related, that want to bound with their audience.

*English, Spanish and French-speaking posts

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