Baseball season is officially in full swing — and for spirits suppliers and distributors, that means new reasons to show up on menus and in glasses across the country.
At Ground Signal, we analyzed top-performing on-premise accounts with strong MLB engagement — combining sales velocity, cocktail menu data, and social conversation to pinpoint the moments (and menus) where spirits brands can make a real impact.
Here are three big takeaways from this week’s insight drop:
Rum-Based Cocktails Are Having a Moment — But Menus Haven’t Caught Up
Piña Coladas and Rum Punches are showing up 230% more often in consumer posts tied to MLB — but surprisingly, they only appear on 12% and 5% of cocktail menus in top MLB-viewed accounts.
Here’s what happens when they do show up:
- Rum volume share increases by 50%
- Total Rum sales rise 48%
- Placement velocity improves 22%
That’s a serious return from just two cocktails. We can help you identify the specific accounts where this white space can be turned into wins.
Patio and Waterfront Venues Are Dominating the Conversation
Fans aren’t just watching games — they’re soaking in the atmosphere. Posts about MLB are:
- 25% more likely to happen on patios
- 160% more likely to mention waterfront environments
Whether it’s a frozen drink with a view or an upbeat vibe with bar games, these seasonal venues are primed for brand activations and summer menus that match the mood.
Happy Hour Is the Occasion to Watch
Happy Hour mentions connected to MLB are up 52% since 2022 — a signal that fans are looking for relaxed, value-forward experiences to enjoy the game. Spirits brands that show up with relevant pours and pricing will stay top of mind all season long.
