It's the kind of day in the markets where investors typically reach for a cold something (anything, really) after a big plunge for the Dow and the S&P. Investors, and drinkers, alike, aren't reaching for Craft Brew Alliance ($BREW) much these days. 

Craft Brew Alliance stock is only down about 10% to start the year, which is a relatively decent performance in comparison to a rough marketplace. But shares have underperformed the broader marketplace for years, and its social media data is a window into reasons why. 

First up - our chart above, looks into Widmer Brothers', the makers of a rather tasty hefeweizen, and the brand's Facebook ($FB) Talking About Count. And, as you can see, it's been sliding in the wrong direction for some time now - or, for longer than a number of popular seltzer brands have been siphoning off Craft Brew Alliance drinkers to their more calorie-friendly product. Widmer's Facebook Likes count has also dropped by 5% since 2017; another bad sign for the beer brand. 

Social attention isn't all that's down - when Craft Brew Alliance announces earnings March 11, analysts tracked by Zacks Investment Research are looking for EPS losses of -$0.10. 

On Twitter ($TWTR), Craft Brew's brews aren't getting much engagement, either. Above, we track it's Kona Brewing Twitter Following - which has stalled. Other brands Craft Brew Alliance runs, including Red Hook, Resignation and Omission, each has declining Twitter follower counts; an even worse sign for the brand. 

Topping it all off - Americans are increasingly taking care of themselves and their loved ones by practicing social distancing - so it's not too likely Craft Brew Alliance's mentions are going to be rocketing up any time soon. However, if America is forced to load up on booze and stay home for March Madness, there stands a chance for one shining moment for the beleaguered beer brand...

About the Data:

Thinknum tracks companies using the information they post online - jobs, social and web traffic, product sales and app ratings - and creates data sets that measure factors like hiring, revenue and foot traffic. Data sets may not be fully comprehensive (they only account for what is available on the web), but they can be used to gauge performance factors like staffing and sales. 

Further Reading: 

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