Wine Marketing: A Complete Guide and How to Work with Wine Influencers

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The wine industry is as nuanced as a glass of merlot. Business owners know that driving sales extends well beyond simply producing quality wines. Today, in the digital age, creating a robust and vibrant wine marketing online strategy has become a must. A fancy label alone won’t make the cut!

The explosion of digital channels and platforms means that wine marketing companies must continuously find creative ways to reach a new generation of consumers. Enter influencers—the key players who can bridge the gap between the age-old tradition of wine-making tradition and modern trends. Their job? To tell compelling stories about the world of wines to targeted, engaged audiences.

@themillennialsomm

[21+ ONLY] ‘Did someone say Sparkling ROSÉ made from 100% Organic Pinot Grigio?’ Yes, I did and it is Bellissima! Although I’m in Italy, you can teleport to Treviso, Italy via your preferred sparkling wine glass. Perhaps pair it with a grapefruit and avocado salad 😉. Tune in to learn more about @BellissimaProsecco.  .  #BellissimaProsecco #BellissimaWine #AD

♬ original sound – themillennialsomm

Understanding the role of digital marketing for wineries

When you think “digital,” wine may not be the first industry that comes to mind. Yet, wine marketing has been significantly influenced by digitization. The transformation has been profound—both challenging and beneficial for wine marketing companies.

Digital marketing empowers wineries with modern tools and resources, including but not limited to SEO, content marketing, email marketing, social media advertising, and influencer marketing. Making robust digital strategies a part of your wine marketing practices can help you compete effectively and attract new customers.

Influencer marketing: the new age wine marketing strategy

Influencer marketing isn’t just for the fashion or technology industry; wineries can also harvest its potential. It’s all about utilizing well-known personalities with considerable sway over your target audience.

Influencers can add a personal touch to your marketing campaigns and organically drive conversations around your brand. Whether it’s exclusives about your latest collection or behind-the-scenes tours of your vineyards, influencers can present your stories to audiences in a relatable manner.

For example, take Gary Vaynerchuk—a well-known wine critic who used social media to share his love for wines and amassed a large following. His videos reviewing different wines attracted numerous viewers. He even launched Wine Library TV, a big hit in the online wine world!

@legallywined

Rossos are improving so much that people are now rejecting its old nickname, “baby Brunello”, to give it its own identity. #winetiktok #winetok #italiantravels #tuscanytravel #winestotry

♬ Cool Kids (our sped up version) – Echosmith

Best wine marketing campaigns using influencers

The fusion of influencers with wine marketing has led to some commendable campaigns. Here are a few worth mentioning:

1. Last Bottle’s panic frenzy

Last Bottle, an innovative online wine retailer, hosts a yearly online sale called “Marathon Madness.” Promoted by influential wine connoisseurs with a large social following, this sale has famously been termed “a cross between the running of the bulls and a massive Napa Valley wine tasting.” Its promotion through influencers helps drive a surge in web traffic and sparks a wine-buying frenzy among enthusiasts.

2. Wine Folly’s educational approach

Wine Folly, a blog designed to “de-mystify” wine for its readers, utilized the influence and credibility of its founder, Madeline Puckette. As a certified sommelier, Madeline helps her audience learn about the complexities of wine in simple terms. The brand has grown significantly due to her authentic and organic influence, even launching a best-selling book.

Aligning influencer marketing with your strategy

Engaging with influencers to promote your brand isn’t merely about signing a contract. It needs to be a part of a well-thought-out strategy. Here are some ways your brand can do it:

1. Identify your target audience

Recognize who you are trying to reach. Are your wines crafted for the sophisticated connoisseur or the budget-conscious enthusiast? Once you know your buyers, you can select influencers who resonate with them. The more sophisticated your target audience identification is, the more effective your strategy will be.

2. Choose authentic influencers

Don’t just go for influencers with the highest follower count. Instead, look for those who display an affinity toward wine, can genuinely appreciate your product, and whose followers engage well with their content. This step is fundamental since the relationship with the creator relies on them truly believing in your product.

3. Track campaign performance

Use your selected influencers effectively by monitoring how their posts are performing. Are they attracting new customers? Boosting sales? Constant observation and adjustment will help align the campaign with your marketing objectives—just like any old marketing tactic! We’re always going back to basics.

GRIN’s Creator Management platform can help you streamline influencer marketing, from finding the right influencer to measuring campaign effectiveness. Integrating such a platform into your strategy will widen your marketing scope and help you remain competitive.

Remember that influencer marketing isn’t a magic bullet—it’s an ongoing process that needs time and nurturing to pay off.

@unemployedwineguy

A very Happy Valentine’s Day to all of PV3 Nation. I hope you’re feeling as fine as this wine today and always. 🍷❤️ @UnemployedWineGuy #sommelier #valentinesday #happyvalentinesday #drinkreviews #wine #cocktails #mixology #love

♬ original sound – Unemployed Wine Guy

Amplifying your wine marketing efforts

Let’s recap what we’ve learned and explore how you can further boost your digital marketing efforts for your winery.

Older man holding up a glass of white wine for a wine marketing effort

Engage your audience on social media

Many wine lovers appreciate the story behind the bottle. Share tales about your winery, your team, and the wine-making process on your branded social media accounts and encourage your creators to do the same. Think of it this way: You’d rather learn about history by watching a fun and interesting documentary rather than sitting through a boring lecture right? Take the same approach to sharing your brand story.

@cripandip

the final wine & crisp pairing!! I saw the wine enthusiast posted a halloween one so lmk if you wanna see that next hahahaha (pls say yes) x

♬ original sound – Mads

Use email marketing to stay connected

Regular emails to subscribers can foster loyalty and keep them informed about new offerings, events, and promotions. Whoever said email marketing is dead is clearly not an expert: it’s crucial for loyalty programs, re-marketing efforts, and audience segmentation.

Collaborate with other brands

Partner with fellow producers, restaurants, or wine clubs to create unique customer experiences that showcase your wines and the other brand’s offerings. This will make your brand expand into a universe—a WCU if you will—where consumers can create their own experiences and pick their fave aspects that relate the most to their identities.

Host exclusive events

Organize virtual or in-person wine tastings, tours, or themed parties. Influencers can promote them, increasing sign-ups and generating buzz around your brand. Again, this is critical to creating an aspirational universe for your winery.

Foster connection with online communities

Connecting with online wine communities on forums and social media groups allows you to establish your presence, gain credibility, and engage with potential customers. This can be done primarily—but not exclusively—by creators and influencers. Where certain corporate or heavily branded interventions may fail, creators will find a way to slide your product into the convo.

@somm_vivant

Currently in my Fried Chicken 🍗 & Champagne 🍾 era… anyone else? Also we’re drinking it out of wine glasses not flutes bc this is the good stuff. Tag a friend to share some birds and bubbles with and comment which bottle you’re grabbing. I’ve got this Pierre Moncuit grower champagne and it’s LIGHTING UP this fried chicken like a christmas tree. #friedchicken #champagne #justbetter #winetok

♬ samsinclairfx on instagram – Sam Sinclair

Optimize your website and content

Online visitors should have a seamless experience when browsing your web pages, with easy access to purchasing wines, booking tastings, or reading about your story. Optimize your content for search engines to attract organic search traffic. If this part is not streamlined, your influencer marketing efforts will be hindered by a failed UX.

Final thoughts

Implementing digital strategies like influencer marketing is necessary for wineries in the increasingly competitive landscape. Align your campaigns with authentic influencers who understand the wine world and can help craft genuine connections with your audience.By taking advantage of GRIN’s Creator Management platform, you can enjoy a more streamlined and manageable influencer marketing experience, increasing engagement and driving sales.

Embrace the future of wine marketing, and watch your winery take over social media like a thunderstorm.

Frequently Asked Questions

The four Ps of wine marketing are comparable to the marketing mix used in various industries. These Ps are:

  1. Product: This refers to the wine itself. Everything from the type and quality of the grape, the wine-making process, the flavor profile, the packaging, and the label design contribute to defining your product.
  2. Price: This is the amount customers must pay to acquire your wine. Pricing should consider factors like production costs, competitor pricing, and the perceived value of your wine.
  3. Place: It’s all about where and how your wine is sold. This could be directly from the vineyard, through a website, in wine shops, restaurants, or supermarkets. The “place” plays a significant role in reaching your target market.
  4. Promotion: This encompasses all the marketing efforts to increase awareness and sales of your wine. It could include advertising, public relations, digital marketing, or influencer campaigns.

Promoting wine to customers can be an art in itself. Here are some strategies:

  1. Educate consumers: Inform customers about different types of wines, pairings, and wine-making processes. Use blog posts, Instagram Lives, webinars, or tasting events.
  2. Leverage social media: Connect with your audience through platforms like Instagram, Facebook, or YouTube. Share stories of your vineyard, team, and production process.
  3. Use influencer marketing: Collaborate with influencers who can introduce your wine to a broader audience genuinely and engagingly.
  4. Email newsletters: Maintain regular contact with customers and inform them of new launches, promotions, or events.

Promoting a wine shop can involve various strategies:

  1. Create a strong online presence: This could be a user-friendly website or active social media accounts. Share updates about new arrivals, promotions, and wine recommendations.
  2. Host tasting events: Regular tasting events (virtual or in-store) can draw in customers on a regular basis.
  3. Offer wine club memberships: Reward loyal customers with exclusive offers, discounts, or first access to new wines.
  4. Partner with local businesses: Collaborate with local restaurants or hotels for co-promotion or provide them with exclusive wines.
  1. Develop a strong brand identity: Creating an identifiable, consistent brand narrative will boost your credibility and customer loyalty in a competitive market.
  2. Maximize digital marketing: Utilize social media, email, and online advertising to reach a broader audience and maintain contact with customers.
  3. Incorporate analytics: Track and analyze data to improve your marketing strategies and make informed decisions about optimizing your wine offerings.
  4. Network within the industry: Establish connections with wine professionals, distributors, restaurateurs, and journalists to gain a foothold in the market and enhance your promotion efforts.
  5. Innovate and be adaptable: Stay informed about wine industry trends and be willing to adapt your strategies, offerings, and marketing practices accordingly to stay competitive.

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Written by Quinn Schwartz

Quinn studied journalism at the University of Kentucky and now lives in Portland, Oregon. He’s particularly interested in storytelling in digital marketing and cost-effective creator strategies for smaller brands. When he’s not writing, you can find him at a concert, dog park, or debating whether or not to go on a run.

All-in-one creator management platform helping ecommerce companies build more valuable brands through the power of creator partnerships.

© Grin Technologies Inc. 2022. All rights reserved.

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