The Spirited Origins of Instagram

I ran across this fun tidbit recently — Instagram’s roots are soaked in whiskey!

Back in 2010, Kevin Systrom, a Stanford University graduate and self-proclaimed whiskey lover, launched an iPhone app called Burbn. The app was designed to let users check in at bars, plan whiskey meetups, and share photos along the way.

As fate would have it, Burbn didn’t catch on — at least not for its intended purpose. Users weren’t particularly interested in the check-ins or event planning features. What they did love was sharing photos.

Seeing this, Systrom and his team decided to change the app's focus. They reworked Burbn down to a simplified photo-sharing platform, creating a streamlined app that put photos front and center. That app became Instagram.

From The Rise Of Instagram: From Burbn To A Billion-Dollar Buyout:

The initial prototype of Instagram was called Burbn, inspired by Systrom’s love of fine whiskeys and bourbons. It allowed users to check in, post their plans, and share photos. However, after receiving seed funding of $500,000 from Baseline Ventures and Andreessen Horowitz, Systrom and Krieger decided to pivot towards creating a photo-sharing app. They studied Hipstamatic, which lacked social media-sharing capabilities, and decided to build an app that bridged Hipstamatic and a social media platform like Facebook.

Burbn was stripped down to its photo, commenting, and “liking” functions, and was renamed Instagram. Their focus was on creating a minimalist app that would require as few actions as possible from the user. After eight weeks of fine-tuning the app, they gave it to friends to beta test and evaluate its performance. On October 6, 2010, the Instagram app was launched, and it had 25,000 users in one day. At the end of the first week, it had been downloaded 100,000 times, and by mid-December, the number of users had reached one million.

Today, Instagram has more than 2.1 billion monthly active users worldwide — all thanks to one guy’s love of whiskey.

If you’re one of those 2 billion Instagrammers, I invite you to follow my own whiskey and cigar adventures over at @va_sigfan.

Cheers!