Document Type


Publication Date

Spring 3-13-2024


This study by a team of faculty from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the School of Communication and Media at Montclair State University shows that Guinness was the most-discussed brand on social media leading up to St. Patrick’s Day, and not just in the traditional ways people share how they drink the popular beer brand. The volume of social media conversations related to Guinness beer and St. Patrick’s Day saw a 25% increase. Most social chats exhibited a happy mood as evidenced by a 62% joyful sentiment.

While the Shamrock Shake from McDonald’s was another popular product discussed by social media users, the Guinness brand was highlighted in non-traditional ways related to the holiday, including cooking and recipes, Guinness chocolate, a new ad campaign with Aquaman star Jasom Momoa, and a partnership with Cincinnati Bengals quarterback Joe Burrow and the Joe Burrow Foundation.