Social media makes available vast amounts of data for various types of analyses. Cities have the opportunity to explore this new data source to study urban dynamics and complement traditional data used for urban planning. We investigate Untappd social media data in the context of urban planning in Curitiba, Brazil. We analyze the project to create a Craft Beer Street, recently announced by the municipality to promote local beers in Curitiba, in order to study the potential of exploring social media data to support the planning of this project. Our results indicate that social media data could have helped to guide the decision of the Beer Street creation and can potentially become a strategic urban planning tool.