Tequila Brands Bolster Their Presence On Instagram
Images from 818 Tequila, Villa One Tequila, Mijenta Tequila, and Lobos 1707
There has been significant growth in both the premium and super-premium segments of the liquor industry. Large spirit corporations have been swooping in, purchasing independent, craft products created to supposedly cut into the market share of corporate leaders.
This same market strategy will infiltrate tequila brands. Recent proof: Heaven Hill purchased both Ocho and Mezcal Vago this year.
The report entitled Top 68 Tequila Brands On Instagram 2022 was authored by Jay Baer. The goal was to answer the following questions: which tequila brands used Instagram consistently and saw success on the platform with a significant majority of their engagements driven by organic posts.
Seven of the top nine brands were associated with well-known persons. The gap in total Instagram-generated likes and comments between leading brands and middle of the rankings was considerable. For instance, Casamigos (No. 3 overall) had roughly 10x the Instagram engagements of Ocho (No. 22 overall).
In contrast to the leaders of the list, large corporate brands were notably absent, indicating that they relied on different mediums (outdoor, print, on-premise, television, event sponsorships), signaling their social media is low priority for marketing purposes. All the 68 included brands that published more than 2,000 times on Instagram across the study period, with video outperforming other options in regards to average engagement rate.
The rankings consisted of overall ranking, total engagements, and Instagram engagement rate. Only Villa One, Lobos 1707, and Mijenta cracked the top five across multiple rankings.
The leaders were as follows:
Overall Ranking
Total Engagements
Instagram Engagement Rate
The several dozen tequila brands profiled showcased proven significant success with Instagram. There are countless others not seeing significant social proof, or talent delight on this specified platform when pertaining to overall communications strategy.
“The growth in the agave spirits category has been explosive, and is expected to continue at that pace for the next few years. Given that there are hundreds of brands that are barely distinguishable in the marketplace, the use of social media, Instagram in particular, is a vital lifeline for many of these brands trying to break through. It’s fascinating to look at the different content strategies and approaches of each of these brands. And we’ll see how their success changes as best practices on Instagram continue to evolve.” – Jay Baer