Pub crawling at scale: tapping untappd to explore social drinking

There has been a recent surge of research looking at the reporting of food consumption on social media. The topic of alcohol consumption, however, remains poorly investigated. Social media has the potential to shed light on a topic that, traditionally, is difficult to collect fine-grained information on. One social app stands out in this regard: Untappd is an app that allows users to ‘check-in’ their consumption of beers. It operates in a similar fashion to other location-based applications, but is specifically tailored to the collection of information on beer consumption. In this paper, we explore beer consumption through the lens of social media. We crawled Untappd in real time over a period of 112 days, across 40 cities in the United States and Europe. Using this data, we shed light on the drinking habits of over 369k users. We focus on per-user and per-city characterisation, highlighting key behavioural trends.