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What is the internet’s most popular spirit brand?

LVMH-owned Hennessy Cognac was the most popular spirit brand on the internet in 2021, according to a new study.

Hennessy Cognac topped the score board as the internet’s most popular spirit brand

Botanically-brewed mixer producer Fentimans analysed spirits brands based on a range of social media interactions, including volume of searches, Instagram followers and Twitter mentions. The study collected data over the course of last year.

Each of the 121 brands were given an overall score, based on their performance in nine categories, in order to measure the most mentioned and searched for brand on the internet.

With a score of 53.02, Hennessy Cognac topped the score board. The brand’s Instagram followers clock in at 715,000, a count significantly higher than its competitors.

Not far behind it was Au Vodka, with a final score of 45.79. This brand had the most Twitter mentions after Hennessy, yet clocked in second to last with Instagram followers among the top five brands.

Diageo-owned Captain Morgan rum was allocated third place, having reached a score of 31.74. What the brand lacked in social media mentions, it made up for in the general media according to Fentimans, as it was awarded the highest score within the top five for media mentions.

Smirnoff vodka, another brand owned by Diageo, bagged the fourth spot, with a final score of 30.19. The brand has racked up 219,000 followers on Instagram, significantly more than Captain Morgan’s count, yet fell behind in media mentions.

Finally, Ciroc vodka was the brand to fill the last spot of the top five, with a score of 29.67. While the Diageo-owned brand boasts the second highest search volume score and number of Instagram followers among the top five, it fell behind in its media mentions.

‘Although Hennessy Cognac takes first place, its popularity is potentially due to its significant mentions within rap songs, especially from a musician as famous as Drake,’ the report stated.

‘But it’s interesting to see vodka so well represented in the top five, with three vodka brands ranking. Whatever your favourite spirit, these are the brands which are living it large on social media as the most popular out there.’

Earlier this year, we revealed the UK’s most popular alcohol brand.

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