With the MLB season just getting underway, on-premise venues across the country are gearing up for one of the longest and most commercially significant occasions in the sports calendar. Ground Signal tracked consumer behavior across thousands of Baseball-tagged on-premise posts to reveal what fans are actually drinking, what flavors are gaining ground, and where the real commercial opportunity sits for suppliers and distributors.
340
Baseball is a Cocktail Occasion – and the Margarita owns it:
The Margarita mentions with Baseball over-index by +55%, while Shots over-index by +340% and have grown by +174% over three years — together reflecting an occasion that drives both high-energy impulse consumption and a clear cocktail preference among fans drinking on-premise.
5,623
Tropical Flavors Are Winning the Baseball Drinking Occasion:
Consumers are +5,623% more likely to mention Passionfruit and +1,347% more likely to mention Mango when posting about Baseball than in the overall on-premise, with Mango also recording +200% three-year growth— pointing to a consumer appetite for tropical, fruit-forward profiles that menus in Baseballaccounts have not yet fully caught up with.
233
The Accounts Where Baseball Lives Are Exceptional Spirits Performers:
Tequila leads all spirits categories with average volume per placement in top Baseball accounts +233% above the national all-spirits benchmark and +142% above its own category benchmark, with Vodka close behind at +155% above benchmark — reflecting the broader commercial quality of the accounts where this occasion concentrates.
