Do you have a social media plan for your distillery? Do you encourage your tour visitors to take pictures? Do you ask your visitors to share their pictures on social media? Do you have a social media leader assigned for your distillery to post, share, like or favorite your spirits? If not, you should. It’s one more way that “word of mouth” – WOM can help to get your products message out to today’s social media hungry audiences.

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The survey data below, gathered by Sauza® Tequila talks specifically about the cocktail experience but the same principles apply to your distillery visitor experience and anyone enjoying your spirits in your distillery, a restaurant, a bar or at home.

Share the love

  • 39% of respondents say they post cocktail photos to recommend the drink to their friends or followers
  • 14% say they post cocktail photos to show off

A picture is worth a 1,000 words

  • 29% of Americans are most likely to “favorite” or “like” a cocktail photo on social media because it looks appetizing
  • 22% of Americans are most likely to “favorite” or “like” a cocktail photo on social media because it is being enjoyed by the people in the picture

Social sharing has become an essential element to the overall cocktail experience, according to a recent survey conducted by Sauza® Tequila. More than half (51 percent) of cocktail fans in America who are active on social media are eager to snap photos of their drinks and share them with friends and family. Sauza polled more than 950 Americans 21 and older to crack the code on sharing and engaging with cocktail photos on social media. In honor of America’s love of cocktails, Sauza will kick-off its “Pitcher Perfect Picture” campaign, with a focus on taking crave-worthy cocktail photos and encourages fans to share their own.

Wait, “Don’t sip — let me take a pic!”

With such fervor for sharing, it’s no wonder that cocktail fans will go to great lengths to make sure their drinks are picture perfect! Nearly a quarter (22 percent) of cocktail paparazzi have played the role of “photo editor” by rearranging the table setting or lighting, forbidding friends to take a sip or ordering garnishes to make the drink look more appealing.

“The rise in social media and photo sharing apps has led to a fundamental shift in the way our fans are engaging and sharing memories with family and friends,” said Claire Richards, senior director of tequilas at Beam Suntory. “We’re joining in on the fun and connecting with our fans by offering tips on taking the best cocktail photos for social media. Sauza delivers the perfect cocktails that not only tastes delicious but also makes the perfect cameo in social media shots.”

Social Media Lovers Love to take Pictures of the Margarita Pitcher

  • 80% of people that order a pitcher of cocktails with friends, order a margarita
  • 65% of social media users are more likely to share a photo of a margarita than any other cocktail.
  • 63% of people are far more likely to share a cocktail photo to record or celebrate an occasion than to make others jealous (14 percent)
  • 20% of men vs. 9% of women admit their motivation to post to social media is to evoke envy amongst their friends or followers.

“Pitcher Perfect Picture” Campaign

To further craft “likable” photos — and cocktails — Sauza is partnering with lifestyle photographer, Michelle Yam, for a campaign titled “Pitcher Perfect Picture”—a social media effort that celebrates the art of taking crave-worthy cocktail photos. Sauza has enlisted Michelle to share her tips on taking the perfect photo, evaluating angles, shadows, filters and more.

As part of the “Pitcher Perfect Picture” campaign, Sauza is encouraging consumers to join in on the fun and share their cocktail pitcher photos on social media, using the #SauzaPitcherPics hashtag. Photos should include a pitcher of cocktails and a bottle of Sauza Tequila. Whether it’s enjoying a pitcher of margaritas poolside with friends or during a family dinner, consumers are encouraged to share their summertime memories.

With an extensive background in food, travel and lifestyle photography, Michelle Yam knows what it takes to create pitcher perfect pictures on social. To make the most of your photos on Instagram, Michelle recommends:

Play with focus. Landscape photos have a larger depth of field than close-up images—the background isn’t the focal point, but provides great visual depth. To play with depths, use the tilt-shift function on the Instagram toolbar to blur out your surroundings with ease.

The view from above: While the overall cocktail certainly makes for a crave-worthy photo, sometimes the beauty is in the details. To highlight, play with distance when taking your picture—an aerial close-up of your garnishes or glassware can often be more striking than a straight-on view.

The journey is just as beautiful as the destination: From pouring the bottle to slicing the garnishes, action shots of the cocktail prep can be just as interesting as the finished product. Embrace prep materials, including the shaker and garnishes—they add different textures and colors to your shot.

Embrace color: When your environment is as beautiful as a poolside locale, experiment with different shots to incorporate the various colors. Use the ground or ledge as a neutral backdrop.

To see Michelle’s photos and learn more of her photography tips, follow @SauzaTequila and @MichelleYam on Instagram.


Fielded in June 2015 to 953 nationally representative Americans ages 21 and over by Kelton, the referenced omnibus survey examined consumers’ behavior and preferences for sharing and engaging with cocktail photos on social media. The chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3.2 percentage points from the result that would be obtained if interviews had been conducted with all personas in the universe represented by the sample. The margin of error for any subgroups will be slightly higher.

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