What is the fastest-growing spirit on Instagram?

A drinks marketing agency has compiled the 100 fastest-growing drinks brands on Instagram but which spirit brand took the top spot?

Drinks marketing agency Yesmore has researched the UK’s fastest-growing drinks brands on Instagram.

The UK’s Fastest Growing Drinks Brands on Instagram report placed rum brand Bacardi in the number-one position, following 75% growth in 2022. The brand’s total followers at the end of 2022 sat at 226,890, after welcoming 169,832 new followers last year.

Second place went to Captain Morgan, which reached 12,060 followers last year after a 63% spike (7,382 new followers).

Veuve Clicquot took fifth position with 62% growth last year, while The Famous Grouse secured fourth with 48% growth. Sol Beer followed in fifth place with 47% growth.

Yesmore also delved into category performance, with Smirnoff named as the fastest-growing vodka brand after a 29% increase in Instagram followers last year.

Gordon’s Gin was the fastest-growing gin brand with 35% growth.

While The Famous Grouse was the top-growing whisky brand, Jameson placed second with 25% growth, and Grant’s took third place in the category with a 21% rise in followers.

In the liqueurs category, Aperol was the fastest-growing brand with a 14% rise in followers, followed by Baileys (up by 14%), and Disaronno (up by 9%).

Seasonality played a part in determining the fastest-growing brands, according to Yesmore, with Bacardi performing best during the first quarter of 2022, while Birra Moretti was the fastest-growing brand in the second quarter. Captain Morgan took pole position in the third quarter, while Sol Beer was the number-one brand during the final quarter.

Yesmore gave five key points of advice to brands for growing their Instagram following: harness the power of partnerships; tap into food trends; level-up on giveaways; keep content fresh; and maintain campaign momentum.