Meta’s flagging Twitter rival, Threads and struggles to win over drinks brands

Ask drinks digital marketing agencies which is the best social media platform for brands to engage with and the visual-driven, less political Instagram seems to be the consensus choice. “Instagram stands as a beacon for the alcohol drinks industry and its ascendancy is no accident,” says Alex Carapiet, head of social at student and Gen Z marketing agency Seed, whose client list includes Jack Daniel’s. “Its image-centric design is a canvas for brands, allowing the effervescence of a Champagne or the deep amber of a craft IPA to be portrayed vividly, creating visual stories that resonate with viewers. This visual storytelling is com- plemented by precision targeting, enabling single malt whiskies and supermarket wines to connect with specific audiences, whether sophisticated whisky lovers or fun-loving rosé crowds.

“Dynamic features like Stories and Reels offer immersive ways to share content, as seen in many of the distilleries’ behind-the-scenes tours or spirit brands’ mixology sessions,” he adds. “These features create an engaging brand experience that goes beyond mere advertising, while the platform’s integration with e-commerce functionality turns browsing into buying, linking visual content to sales and making the purchase process seamless. “Instagram is more than a social media platform,” Carapiet concludes. “It’s a comprehensive marketing ecosystem where presentation translates into perception, engagement and action. It’s a place where
brands don’t just sell products; they build relationships and tell stories that linger long after the glass is empty.”

Sway Group’s Wiley is equally sold on Instagram. “Our influencer marketing agency recommends that our clients in the beverage industry, as well as those in related sectors like restaurants offering happy hours and cocktails, focus primarily on Instagram for their sponsored content campaigns. TikTok’s guidelines prevent them from active participation, and our experience shows that YouTube doesn’t quite hit the ROI benchmarks our clients expect.”