From White Claw’s quirky and on-trend videos targeting Gen Zers and millennials to Jack Daniels’ consistent boots and leather aesthetics, it’s clear that some alcohol brands have truly nailed their social media strategy. Successful brands navigate compliance across different platforms while connecting with their audience in authentic ways. Mezcal falls in a unique category, where brands strive to communicate their craftsmanship and cultural identities in a way that resonates with enthusiasts and entry level consumers alike.

With that in mind, here are six mezcal brands that are successfully leveraging social media. Whether they’re communicating their core values or promoting a product launch, these brands are effectively enticing their audience to engage with them in meaningful ways.

Rey Campero

With vibrant and bold imagery and snippets of mezcal education in each post, Rey Campero serves as a great example of a brand playing the social media game right. Their posts tie back to the origin behind the Rey Campero name, which means “King of the Countryside,” reflecting on the relationship between the landscape and those who work tirelessly in it.

Many of the posts on their Instagram page showcase the hard work behind the production, with captions explaining different steps of the process. They also feature captivating shots of agaves growing across the landscape to highlight the core of their product. I find their video footage to be the most interesting of all, with lots of point-of-view shots that feel like I’m there, watching the hard work go down. It’s immersive and engaging, the way good social media should be.

This brand’s online presence is on point, with striking and consistent visuals in each post. Their work has paid off, amassing more than 13,000 followers and growing.

Neta

Sitting at just under 10,000 Instagram followers, Neta is a mezcal brand with a successful social media presence. Interestingly, their grid is mostly product-focused and the bulk of their posts come from collaborations with other creators.

At the time of writing this, their last five posts were in collaboration with others. A couple of these posts were from an agave enthusiast that included Neta in their recent experiences, while others came from restaurants posting pictures of their bottles. The many collaborative posts Neta has on their grid highlights their good reputation to other users. After all, the brand can maintain a solid presence due to sheer popularity–without having to make their own. Their decision to accept collaboration requests with creators is mutually beneficial, bringing the content to a wider audience than either could alone.

They do post their own content, though. And when they do, it’s meaningful. They posted a heartfelt tribute to the passing of Oaxacan maestro Don Cándido García Cruz. They also posted about their collective efforts to install rainwater capture systems to ensure water security for the families of Logoche.

Without saying as much, the folks behind this brand have clearly communicated their deep care for their community through plenty of well thought out captions and collaborative posts.

Mezcal Los Danzantes

With nearly 22,000 Instagram followers, Mezcal Los Danzantes is another great example of a mezcal brand successfully leveraging social media. They found what platform works for them, having stopped posting on their Facebook page last year and Twitter/X in 2023 (I won’t make any assumptions about the timing…)

Their Instagram grid conveys a distinct level of sophistication, with a consistently dark and sleek aesthetic. Their photographer has nailed making their bottles and surroundings look downright sexy. The page still includes the occasional touch of sunshine, with outdoor landscape and action shots.

They also post a lot of conversations with their team, helping their followers get to know the faces behind the brand and teaching them something new. For example, a video posted last year features Karina Abad, the operations director for their destilería. She sits facing the camera discussing how each mezcal has its own personality shaped by the agave, terroir, and distillation process. Followers new to mezcal may learn something new, while more seasoned consumers can get a look at the faces behind the operation.

Vago

Like the other brands on this list, Vago has figured out the formula for successfully leveraging social media. At nearly 18,000 Instagram followers, the brand connects with its audience through a combination of education, behind-the-scenes looks, and the occasional lifestyle post.

I first took note of their recent post about their “hooved companions”—a nice nod to the traditional practice of using donkeys, bulls, and other hooved friends to help crush the agave under a stone tahona. While no surprise to seasoned mezcal fans, it offers an interesting look into a unique aspect of mezcal production and adds variety (and a dose of cuteness) to the grid.

Beyond the hooved companions, Vago highlights the people behind each bottle and the beautiful Oaxacan landscape. In addition, the brand posts sleek and eye-catching videos, ranging from alluring bar pours and cocktail recipes to inside looks at their clay pots, fires, and other striking aspects of production. All together, Vago has created a holistic portrayal of their brand while keeping its audience engaged and entertained.

Mezcal Pasion Ancestral

At nearly 50,000 Instagram followers and 12,000 Facebook fans, the folks at Mezcal Pasion Ancestral have carved out their own little corner of social media to connect with their audience. They don’t have a website, so amassing this following is a true testament to their ability to connect with an audience authentically.

While there is a lot of history mixed in their posts, Mezcal Pasion Ancestral’s social media presence is rooted in the now. They post on their Instagram often (at the time of writing this, they had nine posts in the last week.) The posts are far from stiff or corporate and instead feel like they contain updates from a friend—a welcome addition to the feed of discerning users who don’t like being “sold to.”

Their captions range from a single tag or emoji to longer, personal notes like their November 3rd, 2025 post, reading “What an amazing night we had at our Ancestral Passion market! The energy was spectacular and the atmosphere, ugh, out of this world! I love seeing how music brings us all together under the stars, it’s pure magic! I really feel a deep connection to our roots whenever we are here. I already want it to be next time to share special moments like this again!”

With people-centered posts and plenty of messages honoring the heritage and tradition of Oaxacan mezcal, this brand has effectively created a social media presence that’s rooted in culture and history while connecting with their audience like an old friend.

It’s also worth noting that this brand has the most successful Tik Tok presence of any I’ve found so far. They have amassed an additional 7,842 followers and their two top posts have collectively received over 700,000 views. Tik Tok does not appear to be a lucrative place for mezcal brands to reach a wide audience, but Mezcal Pasion Ancestral has made it work.

Ilegal

I’d be remiss to leave out Ilegal, a major brand with a clearly large social media budget. They post a lot of lifestyle content and even have a “musician’s breakfast” recurring series where they chat with artists over a cold beer and shot of mezcal.

The brand’s Instagram, which has about 56,000 followers, posts a good amount of “party” content—mostly centered around music. But they also incorporate the occasional behind-the-scenes look at their production alongside plenty of cocktail recipes.

Their page reaches a different audience than many on the list, as it’s more focused on lifestyle content and ways their consumers can incorporate Ilegal into their nights out. In contrast, many of the others discussed focused on the craft and people behind the bottle.

They also post all of their Instagram reel content to Tik Tok and Youtube to reach a wider audience. But the bulk of their engagement remains from Instagram.

There you have it. Six brands with different approaches to social media, all bringing something interesting to the table and their followers. Notable, every single brand on this list utilizes Instagram reels to some degree. Well-captured video content appears to go a long way when it comes to building an audience.

Kudos to all of these brands who have found ways to successfully leverage social media to communicate their value (and values) to their following.