The wine industry is slowly transitioning into the use of social media as part of its marketing statistics. Wineries across the world are embracing digital marketing with many realizing its power to increase brand awareness and drive sales. Instagram is the top choice for many wineries because of the use of photos and brief captions that pair well together. For wine lovers, images of dark cellars, funky labeled bottles, and full glasses are a great attraction when scrolling through their feeds.  Wineries that have mastered Instagram pair their images with inspirational captions in wine and other relevant factors resulting in buzzing engagement and thousands of followers. Aspiring sommeliers, also get to hear from experts when following winery accounts, making them an essential resource in the digital space. Consequently, here are some winery accounts that are getting it right with Instagram marketing. 

Tablas Creek Vineyard

Known for its Rhône wine varieties, the vineyard is a top grower and producer in the Central Coast California. Tablas Creek is active on Instagram with an impressive feed that comprises of beautiful storytelling that succeeds in enhancing their brand. The adoption of a cheeky tone in their captions makes them approachable and fun to interact within the comment section. 

Fans receive timely responses to inquiries in the comments or messages, which is something wineries should adopt as part of their digital hospitality. 

Furthermore, the boldness of Tablas Creek in pointing out the need for more diversity in the industry on their Instagram platform has made them stand out among other wineries. 

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Ashes & Diamonds

The modern winery stands out in its physical design and its presentation of social media. The Napa winery owned by Kashy Khaledi has invested in its Instagram page, making it one of the favorites among wine enthusiasts. 

The page uses striking photography as its primary marketing tool which often includes images of staff holding wines against a picturesque backdrop; wine bottles placed strategically with appropriate props; and the winery’s remarkable architecture. 

Besides outstanding photos, the Instagram page has engaging captions that result in a deeper connection with their followers. The high engagement results in the development of relationships outside the social media network with many of their followers visiting the winery and buying their products. Also, the management of the Ashes &Diamonds Instagram page by its owner who ensures that it is not too corporately is something other wineries can learn from the winery. Her personal touch is evident throughout the page, which has proved to be a boost to their success. 

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McBride Sisters 

Owned by Robin and Andrea, McBride Sisters is one of the few black-owned wineries in the world. The bi-continental brand is hosted in the United States and New Zealand and is the epitome of “Black Girl Magic”. It is no wonder their wine label with a similar name resonates with many across within their community and beyond. 

The McBride Instagram page is filled with captivating photos of their vineyard and wine collection. Images and graphics on the page are aesthetically pleasing drawing their target market whenever they scroll through their feeds. The use of empowering captions enhances their new vs. old world style of branding, resulting in many of their posts being shared by their over 100,000 followers. 

The highly-engaged and loyal followers of the McBride Sisters Instagram page are due to skilled promotion and proper understanding of their target market. The open support of other black wine industry professionals by featuring their work on their page is also another way that has given them leverage among peers and clients.     

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Walsh Family Wine 

The family-owned winery located in Loudoun County in the United States prides itself on growing its wine grapes. The quality wine products produced by the winery have earned them a loyal following locally with many following them online and participating in the virtual tasting sessions. Instagram is their social media marketing tool of preference which they regularly use to offer unique digital experiences to their clients. 

Marketing on the Instagram page involves the use of authentic images and captions. The photos showcase the family behind the winery, tasting room, and behind-the-scenes activities. 

Online followers will enjoy the fun tone in which they interact with their audience, which makes them approachable, unlike other wineries offering similar services. Adopting a strategy that focuses on engagement instead of an increase in followers resulting in feedback, comments, and questions from customers is something other wineries can learn from them.

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Frank Family Vineyards

Frank Family Vineyards is considered an icon in Napa Valley due to its handcrafted wines. The wine collection produced at the winery is diverse and includes sparkling and reserve wines available during wine tastings and at selected restaurants. Besides its quality wines, the winery also has a buzzing social media presence, especially on Instagram. 

The almost 30,000 followers on Instagram get to enjoy a variety of content from the winery marketing team. From vineyard updates, wine pairing sessions, and staff profile, followers get to get a glimpse of the day to day running of their winery. Storytelling is their most potent connection tool and delivered through creative posts that get the attention of wine consumers and industry professionals alike. 

The use of Instagram best practices, such as the use of Link Tree to direct traffic to their website is worth noting. They also strive to be authentic in their captions and encourage feedback from their followers, resulting in a thriving online community. The majority of their Instagram fans have become invaluable brand ambassadors within the United States and overseas. 

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Jordan Winery

Family-owned since its establishment in 1973, Jordan Winery is known for its hospitality and high-quality wines. Most wines produced at the Jordan Estate are European style and great for pairing different types of foods. The team at Jordan wines love interacting with their online audience on social media, including Instagram. For Instagram marketing, they use captivating photos, fun captions, and brief but engaging videos. Some images are informative and often involve their wine paired with various meals. 

The use of short videos is one main avenue which Jordan winery uses to engage their audience. The videos posted are in the form of short snippets, slow motion, slideshows, and looping Boomerang, which is popular with social media users. Most times, the branded videos are shared across various online platforms by their followers, allowing them to reach more people. 

Besides well-edited videos, the content in the videos also sets them apart from other wineries by including song parodies, cork popping, kitchen hacks, behind-the-scenes of winemaking, and humorous wine tasting sessions. Leveraging video for Instagram marketing is something other wineries can pick from them. 

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Cerreto Winery

Cerreto wines are organically farmed and bottled in expansive vineyards in Italy. The red and white wines are famous in the country and beyond with many wine lovers choosing them over several international wines. Family-run, the winery has invested in marketing their decade old-wines to new and veteran enthusiasts resulting in them being listed as one of the 21 best vineyards worldwide. Wine lovers can enjoy the aspirational content put out by the winery on Instagram alongside impressive images of the vineyards and wine collection. 

The Cerreto page has several photos of sloped vineyards, expansive cellars, and a tasting room that overlooks the vineyards. Bottles of their wine on tables or being poured into glasses are also very common on their page. 

The captions are in English and Italian, which makes the brand inclusive and able to reach more of their international clientele. The use of different languages when communicating with the online community can be a learning point for other non-US wineries. 

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Silver Oak Cellars

Located in Napa Valley, commonly referred to as the “heart of wine country”, Silver Oak has managed to produce high-quality wines continuously. The winery specializes in cabernets that have aged in American Oak which are popular among wine lovers. To connect better with their customers, the Oakville winery has an interactive Instagram page with just under 50,000 followers. 

The winery has a loyal following that interacts with the content displayed on the page. Posts on the page include crisp images of the Cabernet Sauvignon, which is one of their popular wines, either in the bottle or being poured into a wine glass. 

Images that showcase different aspects of the winery alongside captions with historical information are also great for marketing their winery. The well thought out photos and coherent messages showcase the best side of Silver Oak is working for them and can be a learning point for other industry professionals.

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Old Westminster Winery

Located in Maryland, USA, the winery offers a wide range of noteworthy wines that can be enjoyed by bottle or glass. The winery is open to visitors and has a beautiful tasting room that gives off a relaxing vibe perfect for wine lovers. Besides its website, Old Westminster is also very active on Instagram and uses it as one of the tools to market their wines. 

The winery page is well-curated to showcase the best side of the property and the products on offer. Most images on the page draw in customers giving them a glimpse into the beautiful outdoors and tasting rooms at the winery. The wine bottles which have unique labels also regularly make it to the page as part of a styled shoot. 

The use of short and cheeky captions make their followers click on “see more” to see the rest of the text. Marketing using calls-to-action on Instagram posts have proved to be successful for Old Westminster and can be embraced by other wineries locally or internationally. 

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Pippin Hill Farm

Pippin is a boutique winery located in Virginia, the USA known for its uniquely crafted wines. Winemaking includes using locally grown grapes that ensure the final result is high quality with exquisite taste. The property is open to the public for wine tasting giving consumers a chance to check out the vineyards and appreciate the wines in their collection. 

Apart from touring Pippin Hill Farm, wine lovers can also see what they have on offer on their Instagram page. The aesthetically pleasing page comprises images that are bright and airy, stopping one in their tracks as they scroll through the feed. 

The photos include their signature wines captured in the breathtaking vineyard setting, picturesque tasting room, and various food pairings with multiple products from the winery. Instagram stories showcase the property as a beautiful wedding and event venue, which is a marketing tactic that can be adopted by other wineries open to hosting such events. 

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