I was trying to track down some information on a brewery a couple days ago, and I could find next to nothing when I consulted the Google. This then reminded me of my post last month about New Belgium, wherein I commented on their social media strategy. And these two things together gave rise to a question: if I search for a brewery name, how many results will I get? The result doesn't give you a perfect snapshot of the amount of discussion happening about a brewery's beer (the amount of time a brewery's been kicking around matters, as does its distribution), but it ain't bad. And the results were fascinating. You've probably already scanned down, but if you haven't, stop to guess: which brewery did best?
Methodology. Brewery names are problematic. Kona, for example, gets you tons of results unrelated to Kona brewing. But putting the brewery name in quote marks "Kona Brewing" is also problematic because names like "Rogue Ales" may well never be used on pages discussing these beers. So to clarify things and make them roughly equivalent, I went with the common brewery name and beer and put them in quote marks under the assumption that any discussion about the brewery would include the word beer. So, "Kona beer," "Rogue beer," and so on.
Without further ado, here are the results for the largest craft breweries. A few comments follow.
That percentage in the far right column are the number of results of the max brewery's total. So Boston Beer has about half Widmer's total, Sierra Nevada a stunning four percent of the Brothers' total. Clearly, the correlation between brewery size and Google results is not great. Breweries like Redhook and Lagunitas could really improve getting their name on websites. And MacTarnahan's? Absolutely pathetic. "Beervana blog" gets you 2,400 results. Beervana blog!
More grist for the internet mill.