The Instagram Effect

Is Social Media Changing the Way We Taste?

Compiled By: Reece Sims

In today’s cocktail culture, aesthetics aren’t just an afterthought, they’re often the starting point. As social media continues to shape what we see, share, and shake up, we wanted to know: is Instagram actually changing the way we taste? Are we following flavour trends, or just filters?

To dig into this, we interviewed some of the most influential cocktail creators in Canada and the USA on Instagram—the people whose drinks have launched thousands of saves, sparked flavour trends, and blurred the line between bartender and visual artist. From flavour fads to the pressure to perform for the algorithm, their insights reveal a drinks world that’s as curated as it is creative.

They shared what’s rising in the flavour zeitgeist (hint: it’s not always what the classics would approve of), how they walk the line between drinkability and ‘Instagrammability’, and whether social media is expanding our palates or just pixelating them.

This isn’t just a story about cocktails, it’s a snapshot of how digital culture is rewriting the rules of flavour, one perfectly-lit pour at a time.

Award-winning bartender Kaitlyn Stewart is a globally recognized drinks professional with 18+ years in hospitality. The 2017 Diageo World Class winner has built a massive Instagram and TikTok following with her approachable cocktail style—soon featured in her debut book Three Cheers coming October 2025.

Have you noticed certain flavour profiles gaining popularity on Instagram, even if they aren’t necessarily classic or traditional? What do you think drives these trends?

KS: The popularity of savoury cocktails has surged recently. While the dirty martini remains a classic, cocktail creators are pushing boundaries by incorporating ingredients like olive brine, pickled elements, miso, and MSG solutions into drinks like the Dirty G&T and Pickled Margarita. The viral nature of social media means that a single post showcasing these unique cocktails can quickly ignite widespread interest and drive demand. Take the caviar bump for example, all it took was for one person to post it alongside a martini and voilá, an instant trend.

How much do aesthetics influence what you decide to feature? Do you ever feel pressure to choose ingredients based on how they look rather than how they taste?

KS: People are always interested in visually appealing cocktails, including everything from elaborate garnishes to fancy ice and glassware. While I occasionally use ingredients for their ‘clickbait’ value—like using blue curaçao instead of Cointreau—I only do this when it makes sense for the cocktail. My channel is focused on practical bartending, so aesthetics don't factor much into my posts.

Have you ever made a drink that looked amazing but didn’t taste great? How do you balance the ‘Instagrammability’ of a cocktail with its drinkability?

KS: I wouldn't intentionally share a recipe I didn't like. Occasionally, I've tried recipes at my followers' requests that weren't to my taste. However, I would never post a drink solely because it looks good. My followers trust my content and know they can expect balanced and well-considered cocktail recipes. It's a bonus if the drinks also happen to be ‘Instagrammable.’

Do you think social media is helping people develop a better palate by exposing them to more diverse drinks, or is it just creating hype around certain trendy flavours?

KS: Yes, I think it’s is helping people better understand their palates. It exposes them to a wider range of drinks and flavours, expanding their knowledge of what a drink can be. This exposure encourages them to explore beyond their usual choices. While trendy flavours and overhyped drinks will always exist, they can at least spark conversations and inspire people to try new things.

Brenton Mowforth is the creator of @CheersToHappyHour, an Instagram hub for cocktail lovers. Since 2017, he’s shared expert tips, standout recipes, and bar culture stories—earning features in Forbes, Liquor.com, and on stages across Canada.

Have you noticed certain flavour profiles gaining popularity on Instagram, even if they aren’t necessarily classic or traditional? What do you think drives these trends?

BM: Food is definitely a source of inspiration for many people making drinks online including drinks that taste like desserts as well as savoury drinks. It seems savoury drinks have gained popularity as online drink makers are looking to expand their knowledge of how to balance cocktails. Creators online have a need to not keep posting the same or similar things, so experimentation is important. The bar scene is a source of inspiration, with a larger portion of creators doing features on bars.

How much do aesthetics influence what you decide to feature? Do you ever feel pressure to choose ingredients based on how they look rather than how they taste?

BM: When I started @cheerstohappyhour, there was an intense need to focus on aesthetics. Drinks would not perform well unless they were artistic. Vibrant colours and nifty glassware superseded drink quality; I had to toe the line between style and substance.

Things have changed quite a bit, especially since the social world has shifted to video. Although aesthetics do still play role in a post's success rate, the visuals that get the best engagement now better resemble what you see at popular cocktail bars. Viewers are replacing traditional television with social media since the medium changed from photo to video and this has created a landscape where audiences are watching to either learn and enjoy the content, or police the creators.

Have you ever made a drink that looked amazing but didn’t taste great? How do you balance the ‘Instagrammability’ of a cocktail with its drinkability?

BM: Not intentionally! Like many bartenders, I went through a learning phase in the early days and, on occasion, tripped over my artistic ambition, but I was lucky to have a lot of great mentors who taught me and tightened up my skills. That said, most of the things I posted back then, as now, are not my own creation but instead a collaboration with an industry pro. In the early days, I did push for cocktails that put importance on aesthetics but they still needed to meet a certain level of quality. These days, while presentation is important, I find my audience appreciates moderation over ostentation. They want to see something realistic that emulates what they find at their favourite bars.

Do you think social media is helping people develop a better palate by exposing them to more diverse drinks, or is it just creating hype around certain trendy flavours?

BM: Definitely. Since starting, I have noticed a massive transformation in how the general public interacts with concepts that were once considered esoteric. Before the pandemic, people posted pictures of their cocktail orders so they could tantalize their friends and followers. My channel blew up with home bartenders who wanted to make informed cocktail orders at bars, as well as impress friends at parties. Once lockdown started, these drinkers began challenging themselves to execute more difficult cocktail recipes, and it seems their eyes were opened to the possibilities. I commonly get strangers on the street telling me they watch my page specifically to know which bars to go to—there's a huge appetite for this sort of thing.

Yvonne Langen is the creator of Taste and Tipple and host of Corktales on Gusto TV. Known for her bold style and playful takes on classic cocktails, she makes mixology approachable, entertaining, and always full of personality.

Have you noticed certain flavour profiles gaining popularity on Instagram, even if they aren’t necessarily classic or traditional? What do you think drives these trends?

YL: It seems like coffee and pickles are having a major moment on social media. For coffee, I think the sustained popularity of the espresso martini is compelling creators to introduce other coffee-based classics like the Carajillo, or other drinks of their own creation in hopes of capturing the hearts and palates of caffeine lovers. Millennials and Gen Z seem to share an obsession with pickles. You’ve undoubtedly scrolled past a mouthwatering bowl of fried pickle dip, pickle fried chicken, or seen creators serve a Bloody Mary in pickle “shot glasses”. In response, booze brands are developing products to slake their thirst. Pickle flavoured vodkas are on the rise and creators are making martinis extra dirty with pickle brine or serving up dill-ightful margaritas.

How much do aesthetics influence what you decide to feature? Do you ever feel pressure to choose ingredients based on how they look rather than how they taste?

YL: I certainly have an aesthetic-driven channel but I don’t feel pressure to choose ingredients based on how they look. I think any cocktail can be made to look mouthwatering with the right glassware, styling, lighting, and composition.

Have you ever made a drink that looked amazing but didn’t taste great? How do you balance the ‘Instagrammability’ of a cocktail with its drinkability?

YL: Definitely! If I develop a drink that looks great but doesn’t taste quite as good, I’ll photograph it and then tinker with the recipe until I land on something I’d serve to the most discerning of drinkers. As long the new iteration of the drink closely resembles the first attempt in terms of colour, scale, and glassware, I’ll use the initial photo with the revised recipe.

Do you think social media is helping people develop a better palate by exposing them to more diverse drinks, or is it just creating hype around certain trendy flavours?

YL: Somewhat. I think a lot of cocktail creators are too focused on impressing bartenders or fellow creators. As a result, many cocktails are inaccessible for the home bartender. They feature hard-to-find ingredients or employ advanced techniques and tools you’re more likely to find in a science lab than a basement bar. People can’t develop a better palate if they’re only seeing cocktails they can’t recreate. On my channel, I’m committed to helping home bartenders build their confidence by prioritizing accessibility and edutainment. When we focus on inviting others to participate actively in the art of crafting cocktails, we can help hone palates, beyond trends.

Saeed "Hawk" House, also known as Cocktails By Hawk, is a LA-based bartender and content creator known for his craft cocktails and engaging social media presence. He currently serves as the Lead Bartender at Ever Bar in the Kimpton Everly Hotel.

Have you noticed certain flavour profiles gaining popularity on Instagram, even if they aren’t necessarily classic or traditional? What do you think drives these trends?

SH: Lately, when I scroll through my feed, I haven't noticed any specific flavour trend standing out. In the past, pickling had a brief moment of popularity. However, now that the dust has settled from that trend, nothing in particular seems to have taken its place. I firmly believe that flavour trends are more influenced by the seasons than by any other factor.

How much do aesthetics influence what you decide to feature? Do you ever feel pressure to choose ingredients based on how they look rather than how they taste?

SH: I don't prioritize aesthetics when curating content for my page. Instead, my focus is on taste. If a cocktail genuinely tastes great, I'll share it and discuss it. I'm not one to subscribe to the belief that "if it looks pretty, it must taste good." Many cocktails may appear attractive but end up being unbalanced in flavour due to their specifications.

Have you ever made a drink that looked amazing but didn’t taste great? How do you balance the ‘Instagrammability’ of a cocktail with its actual drinkability?

SH: I haven’t created a drink that looks appealing but tastes terrible, as I don’t want to jeopardize the trust of my audience. Anyone can make a cocktail look great, but it takes a true professional to craft one that tastes unforgettable. When it comes to balancing Instagram appeal and drinkability, I always prioritize drinkability. Ultimately, I want my audience to share the same enjoyable experience I have when drinking the cocktail, rather than simply presenting a visually stunning beverage that tastes bad.

Do you think social media is helping people develop a better palate by exposing them to more diverse drinks, or is it just creating hype around certain trendy flavours?

SH: I believe social media is helping people develop better taste preferences. Users now have the opportunity to follow creators from around the world who offer diverse culinary perspectives. When these creators, such as bartenders, share their recipes and techniques online, it allows everyone to explore and experience new flavour profiles from different cultures.

Natalie Migliarini is a cocktail content creator, author of Beautiful Booze: Stylish Cocktails to Make at Home, and a featured competitor on Netflix’s Drink Masters. Known for her stunning, creative serves, she brings beauty and flair to every glass.

Have you noticed certain flavour profiles gaining popularity on Instagram, even if they aren’t necessarily classic or traditional? What do you think drives these trends?

NM: Definitely! I have been posting cocktails on Beautiful Booze for over a decade so I have seen EVERYTHING come and go. I’ve seen a big rise in non-traditional cocktail flavours like coffee, passion fruit, dill, and even savoury elements like seasonal vegetables or pickles. Dirty martinis are having a huge moment, and there’s growing interest in non-alcoholic options too. These trends are often driven by how eye-catching and unique the drinks look, but also by curiosity as people want to try something new. What I love doing with Beautiful Booze is taking those trending flavours and building them into approachable twists on classic cocktails. That way, people feel comfortable making the drinks they already know, while experimenting with new ingredients and elevating their home drinking experience.

How much do aesthetics influence what you decide to feature? Do you ever feel pressure to choose ingredients based on how they look rather than how they taste?

NM: Aesthetics matter but taste always comes first. I do think about visual elements when planning a drink, but I don’t force ingredients just for the look. Instead, I focus on enhancing the classics: better glassware, thoughtful garnishes, and small twists that feel elevated but still doable. It’s all about helping people level up their cocktail-making experience at home without overcomplicating things. For me on Beautiful Booze it’s important that all the cocktails I make have a purpose and aren’t just gimmicky trends that don’t fit my overall brand.

Have you ever made a drink that looked amazing but didn’t taste great? How do you balance the ‘Instagrammability’ of a cocktail with its drinkability?

NM: Yes, I’ve absolutely made drinks that looked AMAZING but fell flat flavour-wise. I always test multiple times to make sure the drink delivers. This practice really helped when I wrote my first book Beautiful Booze: Stylish Cocktails to Make at Home as there was so much recipe testing. A gorgeous photo or video might grab attention, but if someone makes it and it doesn’t taste good, they won’t come back. That’s why I focus on approachable recipes with a visual edge and my goal is making classics and twists on classics better, not just prettier.

Do you think social media is helping people develop a better palate by exposing them to more diverse drinks, or is it just creating hype around certain trendy flavours?

NM: It’s a bit of both. Instagram does hype certain ingredients, but it also opens people up to new flavours and techniques. I’ve seen followers get more confident over time from trying simple twists on a margarita to experimenting with clarified cocktails or foams. And it often starts with making a classic at home, but with a better garnish, seasonal flavours, or just a really great glass. Those small upgrades build confidence and curiosity, which absolutely help people develop a better palate.

Heather Wibbels, is an award-winning mixologist, Executive Bourbon Steward, and author of Bourbon Is My Comfort Food. A digital creator and former Bourbon Women Chair, she turns curious sippers into whisky lovers—one cocktail at a time.

Have you noticed certain flavour profiles gaining popularity on Instagram, even if they aren’t necessarily classic or traditional? What do you think drives these trends?

HW: The human compulsion to experience “the next big thing” is universal. We’re always seeking some new excitement or flavour. On social channels our browsing patterns reveal that. But these flavour profiles may be from a different culture or a base spirit you’ve never tried, and in that sense, it’s a good change to challenge what is “traditional.” I do think oversimplification of recipes and focusing on simple flavour profiles can negatively affect how people drink. Making one dimensional drinks exclusively, or creating drinks that are too sweet or out of balance doesn’t do anyone any favours.

How much do aesthetics influence what you decide to feature? Do you ever feel pressure to choose ingredients based on how they look rather than how they taste?

HW: If I’m creating for social media, yes! There are some cocktails that I would love to feature and create riffs on, and that would taste fantastic, but are hard to make beautiful. Think of Irish coffee. The cocktail itself is black and served in a glass mug with a topping of cream. Cocktails with lots of cream or cream-based liqueurs fall into the same category. When a cocktail is opaque and just one colour, it won’t make a brilliant post and it’s a lot more work to make it look delicious through garnishes, props and styling. I work primarily with bourbon and whiskey, and it can be hard to get a lot of different vibrant colours because colour of the primary base spirit is amber. But with some backlights and vibrant garnishes you can tweak the look to make it more aesthetic.

Have you ever made a drink that looked amazing but didn’t taste great? How do you balance the ‘Instagrammability’ of a cocktail with its drinkability?

HW: Yes, absolutely! For me, flavour is always the first consideration, but if it’s not going to pop as an image or a video, and your goal is to build likes/engagement, I often rethink things like glassware, garnish, angle, etc to see if I can build visual interest. Sometimes it’s not possible, and it’s a cocktail that goes on my website because it’s still great content but won’t push my channels up in the algorithm. There are also times where I make the garnish or the glass over the top. It’s something that’s not typically what one would use, but it makes for a much more visually stunning cocktail.

Do you think social media is helping people develop a better palate by exposing them to more diverse drinks, or is it just creating hype around certain trendy flavours?

HW: Social media is raising the bar for home cocktail enthusiasts. First, by creating curiosity for new flavours both with new spirits, and culturally different flavours. But also by becoming inventive with garnishes, glassware and base spirits. For example, it’s a way for someone who is familiar with the whisky sour to become curious about flavours outside their experience if they see guava or ube (purple yam) sours. There will always be hype and trends, but in general, social channels push enthusiasts to become curious and knowledgeable about new spirits, liqueurs and push them to try new flavours. That said, when drinks go viral that I know won’t taste great together and be balanced, it’s really hard to watch those re-shares and analytics continue to increase when it’s not a good example of a classic cocktail.