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The Drinkstagram Awards 2020



1.4 million

Campaign Reach



The Brief

With the immense growth of the bartending community on Instagram, our team wanted to find a way to engage this global community through a cocktail competition. Our aim was to find the best new cocktail on Instagram. Working in partnership with iconic whisky brand Maker’s Mark, we devised and executed a highly effective digital activation, The Drinkstagram Awards.

The Extraordinary Experience

The Drinkstagram Awards is a first of its kind cocktail competition, based on Instagram, that focused on the booming trend for home bartenders. We tasked entrants to create a new cocktail with any ingredient combination with scoring criteria being based on aesthetics, recipe and inspiration. We engaged two cocktail influencers to help judge the competition, with Morten Krag of The Cocktail Blog and Jean Vidal of Cocktail Circus agreeing to judge the inaugural competition.

The response to the competition was huge, with 197 entrants, 57k+ likes and entrants from over 32 countries globally. The results of the activation were phenomenal, with a global reach on Instagram of in excess of 250k+, which was a great success for the brand and the Drinkstagram Awards first competition.

After much deliberation, our panel selected Olya Sabanina with her creation April Vibes.







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