Dos Equis was the beer of choice for toasting Mexico on Cinco de Mayo, at least on Twitter.
Expion, an enterprise social media management software company, looked at all brand mentions for ten of the top beer brands between April 24 and May 6 to see how well they did.
While Dos Equis’ spin on the holiday, “Dos de Mayo,” didn’t generate record amounts of buzz, the brand did earn the most mentions (4,746) of any other beer on Twitter in that time frame, including other Mexican beers like Corona (464 mentions) and Tecate.
“For consistency’s sake, Expion is tracking only @ mentions of each brand, which may be why some of the numbers seem low,” explained Expion CMO Mike Heffring. “We feel that @ mentions are the best representation of users engaging or responding with the brand messages.”
Dos Equis’ #DosDeMayo hashtag only generated 1,979 mentions, which the analysts said might have gotten more play had May 2 fallen on a weekend. There were 227,668 mentions of #CincoDeMayo overall. This was the most popular Tweet:
The line to his #CincoDeMayo party started forming on Ocho de Febrero.
— Dos Equis (@DosEquis) May 5, 2013
Other popular beers, such as Stella Artois, Budweiser and Bud Light, Guiness, Heineken, and Miller Light, barely made a dent in the Twittersphere.
Why weren’t more people weren’t talking about beer on one of America’s most notorious drinking holidays? “We feel that in general the beer brands didn’t push as much content around the holiday as we would have expected,” Heffring said.