Your winery’s Instagram is probably beautiful. Incredible rows of vines, golden hour lighting, charcuterie boards, a well-posed glass of rosé—you have it all. But is that vibe turning into more tastings, more wine club sign-ups and more bottles shipped?
Because if it’s not, there’s a problem. While social media can drive real sales for wineries, it requires more than just amazing pictures. You need to guide followers through a journey from discovery to interest to purchase—strategically.
In this post, you’ll discover how to turn your winery’s social media into a powerful sales engine.
Start with Strategy, Not Guesswork
Before you post another photo, step back and ask: what’s the goal here? Getting clear on your strategy is key to alignment and consistency.
Are you trying to:
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Grow your wine club?
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Get more tasting room visits?
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Sell more bottles online?
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Drive reservations for events?
Pick one priority per campaign or season. Not everything needs to lead everywhere. You’ll get better results by narrowing your focus and tracking one clear goal.
Speak to Wine Lovers at Different Stages
Not every follower is the same. Some are discovering you for the first time. Others visited last summer and forgot how much they loved your Syrah. A few are loyal wine club members already.
You need content that speaks to all three. Here’s how.
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Discovery content: Behind-the-scenes vineyard footage, staff intros, reels about harvest season
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Nurture content: Wine pairing tips, user-generated content, customer testimonials
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Conversion content: Limited-time offers, wine club invites, direct booking links
Think of your feed as a tasting flight. You don’t pour the boldest red first—you ease people in, then guide them to the next pour.
Make Bio and Links Do the Heavy Lifting
Your Instagram bio is prime real estate, yet most wineries treat it like an afterthought. If someone lands on your profile and likes what they see, they need a clear next step.
Use your link-in-bio tool to drive traffic to:
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Your tasting room booking page
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Online store or featured wines
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Wine club information or details
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A high-value resource or lead magnet
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Event inquiries, pricing and reservations
Avoid dumping people on your homepage. Guide them like you would in the tasting room: hHere’s what I recommend you try next.”
Build Stories That Sell (Without Being Salesy)
Stories are where real engagement happens. You’re not competing with everyone’s highlight reel. Instead, you’re showing up in real time, casually, consistently.
Here’s how to make your winery stories convert:
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Show what’s happening today: “Here’s the vineyard at 9am” or “Getting ready for tonight’s private tasting.”
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Use polls and quizzes to drive interaction: “Which wine are you choosing for Friday night?”
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Share real customer moments: repost their date night, birthday toast or wine haul
End with a soft CTA: “Want to plan your visit? Link’s in bio.” Stories don’t need to be perfect—they just need to be real.
Turn One Post Into Multiple Touchpoints
Don’t treat content like a one-and-done. One strong post can become a week’s worth of content in different formats. Repurposing content can save you tons of time.
For example, say you post a carousel showing your new wine flight. Now you’ve got:
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A short video breaking down each pour
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A story series behind how you crafted it
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A blog post or caption highlighting food pairings
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A reel showing the flight being served in real time
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A retargeting ad with a quote from a customer
It’s not about creating more content. It’s about stretching what you’ve already got.
Run Retargeting Ads That Bring Visitors Back
Most people won’t book, buy or join your wine club the first time they visit your site. But they will if you show up again—on their feed, in their stories or while they’re scrolling the next day.
Retargeting ads are a must-have to stay top of mind. Use them to:
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Remind someone about a wine they clicked on but didn’t buy
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Nudge website visitors to join your email list or club
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Promote events to people who have engaged with your page
These ads are low-cost and high-return. Plus, they’re working while you’re pouring at the bar.
Use Social to Build Your Email List
Social media is borrowed space. You don’t own your followers and platforms can change the rules overnight. But your email list? That’s 100% yours.
Leverage your content to get people onto your list.
Offer:
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A downloadable wine and cheese pairing guide
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VIP access to seasonal tastings (create FOMO)
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Early invites to wine club-only events
Once they’re on your list, you can follow up with the right offers at the right time—without fighting the algorithm.
Great Wine Deserves a Great Strategy. Slamdot Can Help.
Social media doesn’t have to be overwhelming. When done right, it becomes an extension of your winery: welcoming, informative and just the right amount of persuasive.
But here’s the truth: most winery owners don’t have time to turn Reels into ROI. You’re busy managing harvest, tastings, team members and wine club orders. Marketing often falls to the bottom of the barrel—or gets outsourced to an agency that doesn’t understand your business.
That’s where Slamdot stands apart.
With over 20 years of experience and a focus on service-based businesses like wineries, we build digital strategies that actually drive revenue.
Want to learn how? Contact us today for a free proposal!
