- The Midwest is leading social media mentions and search queries of White Claw, the leading hard seltzer brand.
- In a recent analysis of 200,000 geotagged tweets referencing the drink during the months of July and August, Ohio topped the list. Midwestern states at large comprised a total of six of the top 10.
- Ohio also claimed the top spot in Google Trends for searches of White Claw in the past 90 days, as well as for its competitor, Truly.
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The long-held belief is that trends tend to start on the coast, bubbling up in influential epicenters like New York City or Los Angeles before making their way to major metropolises across the nation. However, when it comes to the national hard seltzer craze, the Midwest has proven itself as a definitive taste-maker.
Sanjiv Gajiwala, senior vice president of marketing at White Claw, told Business Insider in August that the drink is performing strongly across the nation, noting there “aren’t necessarily pockets where it’s over-indexing the rest of the country” and “it’s doing just as well in Montana as it is in Boston.” Still, there appears to be overwhelming interest in the beverage and its related content – including “Claw is the law” memes and the popular Trevor Wallace satire video “*drinks White Claw once*” – in the Midwest as opposed to other regions.
According to a recent analysis by The Daring Kitchen – which examined 200,000 geotagged tweets that mentioned White Claw during the months of July and August – six of the top 10 states hailed from the Midwest, with Ohio leading the pack.
Ohio also took the top spot on Google Trends for search queries of White Claw in the past 90 days on both desktop and mobile, with fellow Midwestern states Wisconsin, Minnesota, Michigan, and Illinois rounding out the remaining top five spots.
Further, Ohio also reigned supreme in Google Trends searches for Truly, a White Claw competitor, though the rest of the list deviates slightly to include Delaware, South Dakota, Maine, and Arizona.
A search for Bon & Viv yielded Maryland as the top state, though mirrored search patterns for White Claw and Truly in that the rest of the top five is from the Midwest.
Will the hard seltzer trend continue? Only time (and perhaps Google analytics) will tell.