Social sharing has become an essential element to the overall cocktail experience, according to a recent survey conducted by Sauza Tequila.
The company polled more than 950 Americans, 21 and older. More than half (51 percent) of cocktail fans who are active on social media are eager to snap photos of their drinks and share them with friends and family, the poll found.
Nearly a quarter (22 percent) of people 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.
Here are other findings:
- Margaritas are the most popular cocktails to order in pitcher form with friends (80 percent). The popular drink also reigns supreme on social — almost two in three social media users (65 percent) are more likely to share a photo of a margarita than any other cocktail.
- People are far more likely to share a cocktail photo to record or celebrate an occasion (63 percent) than to make others jealous (14 percent). However, more than twice as many men as women (20 percent vs. 9 percent) admit their motivation is to evoke envy amongst their friends or followers.
- Nearly three times as many respondents say they post cocktail photos to recommend the drink to their friends or followers (39 percent) rather than show off (14 percent).
- Americans are most likely to “favorite” or “like” a cocktail photo on social media because it looks appetizing (29 percent) or is being enjoyed by the people in the picture (22 percent), rather than if the description sounds appealing (10 percent).
To further craft “likable” photos – and cocktails – Sauza is partnering with lifestyle photographer, Michelle Yam, for a campaign titled “Pitcher Perfect Picture.” 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.
With an extensive background in food, travel and lifestyle photography, Michelle Yam knows a thing or two about putting 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.
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.