If your winery isn’t taking full advantage of Instagram in 2025, you’re leaving corks on the table. This visual-first platform is a catalyst for connecting with wine enthusiasts, driving DTC (direct-to-consumer) sales and building a loyal following.
Whether you’re a boutique vineyard or a larger operation, Instagram provides a golden opportunity to showcase your story, engage directly with customers and, most importantly, sell wine.
Instagram Marketing for Wineries
Wine, as you know, is a sensory experience. Instagram lets you translate that magic into stunning visuals and bite-sized videos.
With its emphasis on storytelling, Instagram allows wineries to connect emotionally with followers. Think sun-soaked vineyard shots, the sound of wine pouring into a glass or the artistry behind crafting each bottle.
What works:
- Post cinematic drone footage of your vineyard at sunset.
- Share a reel showing the harvest process from grape to glass.
- Create stories that take viewers behind the scenes during bottling day.
PRO TIP: Don’t just show off your wine — tell its story. Pair each post with a caption that paints the experience of drinking it. Why settle for “This is our 2021 cabernet sauvignon” when you could say, “This cab was made for slow sunsets, good books and even better friends”?
The DTC Opportunity
Gone are the days when wineries had to rely solely on distributors or tasting room traffic to make sales. Instagram bridges the gap between you and your customers. It allows you to:
- While selling alcohol on Instagram is illegal, you can easily put links to your online shop or specific retailers in your stories and profile.
- Promote online orders and wine club memberships.
- Create a sense of belonging through authentic engagement.
With Instagram’s algorithms prioritizing meaningful interactions, wineries can cultivate a tight-knit community.
Bonus: More engagement means more visibility. So, those wine club sign-ups? They could practically pour themselves.
5 Key Instagram Strategies for Wineries in 2025
1. Leverage Reels for Quick Impact
Reels are the crown jewel of Instagram marketing in 2025. These 30- to 60-second videos pack a punch, offering high engagement and extended reach. Wineries, this is your chance to shine — literally.
Content Ideas for Reels:
- Day-in-the-life segments: Let your winemaker narrate their day as they check barrels, taste test blends and stroll through the vines.
- Seasonal vineyard tours: Show the beauty of your vineyard as it changes with the seasons.
- Wine hacks: Quick, shareable tips like “How to decant like a pro” or “3 foods you didn’t know pair with pinot noir.”
Keep your reels snappy — 0.3-.7 second clips strung together work great — and visually stunning. And don’t forget to add trending audio tracks — they can supercharge your reach!
2. Invest in User-Generated Content (UGC)
Your customers are already sipping, snapping and sharing — why not make it work for you?
How to encourage UGC:
- Create a branded hashtag (e.g., #SipWithSonoma or #MyNapaMoment).
- Run a contest. Ask visitors to post pics with winery swag and tag you for a chance to win a prize.
- Reward posts with reposts on your account or a shoutout in your stories.
Tools like Cohley make it easy to manage UGC campaigns and source authentic, high-quality content. When customers see their photos featured, they’ll feel like part of the family — and they might even open another bottle to celebrate.
3. Maximize Stories and Highlights
Instagram stories are like the amuse-bouche of your social strategy. They are small, delightful and leave your audience wanting more. Wineries can use stories for real-time updates, while highlights serve as a curated menu for new followers.
Here’s what to post:
- Event teasers: Share clips from your wine and food pairing night or live music events.
- Releases and promotions: Announce when a new vintage is available or offer flash discounts for a limited time.
- FAQs: Use highlights to answer common questions, like “How do I join your wine club?” or “What’s the best way to store my bottles?”
The key? Make stories interactive. Add polls like “White or Red?” or use the “Ask Me Anything” sticker for direct engagement.
4. Collaborate with Micro-Influencers
In 2025, micro-influencers (those with 10,000–50,000 followers) are the unsung heroes of Instagram marketing. Why? They’re more affordable than mega-influencers, and their niche audiences trust their recommendations.
How to find the right influencer:
- Go local. Look for local wine lovers who post about your region or style of wine.
- Prioritize engagement over follower count. A smaller, more engaged audience often yields better results.
- Vet their authenticity. Ensure they have real followers and a consistent tone that aligns with your brand.
What to offer:
- Free wine or exclusive tastings.
- Commission on sales they drive using a unique promo code.
- Co-created content like a reel of them visiting your vineyard.
- Fair pay is key. Beyond Instagram metrics, consider their reach across other channels like websites or newsletters. Start with a budget, be upfront and keep the collaboration a two-way street for the best results.
PRO TIP: Make it a two-way street. Influencers who genuinely love your wine will promote it more authentically.
5. Optimize Your Sales from Instagram
Instagram isn’t just for pretty pictures. It can be a sales machine when used strategically. Here’s how to turn double taps into dollars:
- Shoppable links: Link to your shop in your stories, highlights and profile.
- Exclusive offers: Run social-only promotions, like social-only promo codes.
Make your sales funnels seamless, and don’t be afraid to mix promotion with education. Teach followers about your wine’s flavor profile or suggest pairings to add value beyond the transaction.
Top Trends in 2025 for Winery Instagram Marketing
Capitalize on these trends to help your winery captivate new audiences and retain loyal customers on Instagram in 2025. Experiment, measure results and always stay authentic to your brand’s story.
Sustainability Highlights
Today’s consumers don’t just care about what they’re drinking. They want to know how it’s made. Showcase your sustainability efforts, like:
- Using solar energy in your vineyard
- Practicing organic farming or reducing water waste
- Packaging with eco-friendly materials
A reel showing your team planting trees or using recycled barrels? That’s content that hits both hearts and minds.
Personalized Ads with Data Insights
Instagram’s ad targeting has become scarily good. Use it to your advantage:
- Target based on interests like “wine lovers” or “organic foodies.”
- Retarget visitors to your website or past customers who haven’t ordered in a while.
- Customize ads for specific segments, like locals who might visit your tasting room versus national customers for online orders.
Entertainment-Focused Content
In 2025, Instagram is leaning heavily into fun and interactive content. That’s your cue to create posts that entertain:
- Turn a wine-pouring video into a slow-motion masterpiece.
- Host Instagram live events, like “Ask a Sommelier” or “Wine Trivia Night.”
- Use AR filters that let followers “wear” your wine label or guess the flavor notes in your latest release.
Ready to take your Instagram game to the next level? Experiment with these strategies using Crafted ERP winery software, which integrates marketing and sales data, freeing you to focus on what you do best: making incredible wine.
We’ll cheers to that! Let’s talk.
