Industry Report: Alcoholic Beverages

We have designed a quarterly dashboard for you to better understand the state of influencer marketing in the alcoholic beverage industry. See how brands are using influencer marketing across Instagram, YouTube, Facebook, TikTok & blogs. Get insights on average engagement rate, audience demographic statistics and top performing hashtags.

A representative sample of 1,000 alcohol influencers working with brands on Instagram, YouTube, Facebook, TikTok and blogs were analyzed for this study based on data collected between July – October 2020. Our experts have analyzed sponsored influencer posts and identified collaborations with over 100 wine, beer and spirits brands giving insights into the performance of influencer marketing in the alcoholic beverages industry.

This report is powered by Upfluence software, which has a database of more than 4 million influencers.

The Alcoholic Beverages Industry

The alcoholic beverage industry continues to grow and is expected to be worth $1,684 billion by 2025. Whilst there’s been a slight dip in revenue share from out-of-home sales due to COVID-19, by 2025 43% of spending on alcholic drinks will come from out-of-home spending at bars and restaurants. Offline sales of alcohol continue to dominate the market although the share of online sales is predicted grow from 2.5% to 3.1% by 2024.

Number of alcohol influencers across platforms

Our platform break-down shows Instagram to be the most popular platform used by alcohol influencers. Individual influencers may be active on more than one platform.

Top 5 most common platform combinations.

Average number of followers

Although there are fewer alcohol influencers on TikTok, they have by far the greatest number of followers.

Average engagements across platforms

Influencers on TikTok have a significantly higher engagement rate than Instagram, YouTube & Facebook.

TikTok is the leading platform with the most engagements on average.

Instagram audience

Gender split

Age break-down

Top 5 countries

Instagram engagements

Average engagement rate by influencer type. Alcohol micro-influencers report the highest engagement rates.

Micro: > 15K followers
Regular: 15K – 50K followers
Rising: 50K – 100K followers
Mid-size: 100K – 1M followers
Mega: > 1M followers

Average engagement rate by Influencer age

Average engagement rate by Influencer gender

Number of posts by theme

Number of engagements by theme

YouTube views

Macro & Mega alcohol influencers generate the most views for their content on YouTube.

Micro: > 15K followers
Regular: 15K – 50K followers
Rising: 50K – 100K followers
Mid-size: 100K – 500K followers
Macro: 500K – 1M followers
Mega: > 1M followers

Average views by age range

Average views by gender

Number of posts by theme

Number of views by theme

TikTok likes

Influencers with over 100K followers generate the most likes on TikTok

Micro: > 15K followers
Regular: 15K – 50K followers
Rising: 50K – 100K followers
Mid-size: 100K – 500K followers
Macro: 500K – 1M followers
Mega: < 1M followers