Wine is more than just a drink - it tells stories, arouses emotions and creates special moments. This is exactly what we convey in wine marketing. Only the means of transport has changed dramatically in recent years with digitalization. Time to break new ground.
Thanks to online marketing, it is now easier than ever for winegrowers to reach a large, supra-regional target group with little effort. Nevertheless, these new digital possibilities must first be mastered. Be it the optimization of the Websiteoperating your own online store or appealing social media channels - it's all a question of the right strategy.
#1 Your own online store
Digitalization has also significantly changed consumers' shopping habits. In 2023, 82 % of 16- to 74-year-olds in Germany stated that they had already shopped online. (Source: Federal Statistical Office)
This illustrates how much online shopping has already become part of our everyday lives and shopping behavior. And how important having your own Online store also for the wine industry.
Anyone who relies on the reach of other providers (platforms / marketplaces / wine merchants) for such a central topic is giving up a strong strategic lever.
With your own store, you as a winery have full control over your branding, customer data and the entire buying experience. You are not dependent on platforms or marketplaces that charge commissions, enforce their own rules or filter direct customer contact. Your store is your playground where you can retain customers, create personalized offers and keep the full margin. An important part of marketing.
In addition, having your own online store can strengthen your brand awareness and customer loyalty because you have direct access to your target group and can retain them in the long term through newsletters (see tip #4), special promotions or exclusive content.
An online store is therefore extremely sustainable and essential for maximum independence and stable brand development. In the medium term, the investment therefore also pays off quickly in business terms.
#2 Linking offline and online
Marketing offers many creative approaches to linking online and offline worlds.
The following situation: A beautiful summer evening. You're with friends, you're sitting on the terrace and they put a bottle of wine on the table that fits the evening like a glove. You immediately realize: I have to have it!
You take a photo of the label with your cell phone, with the intention of buying this wine the next day, and devote yourself to the rest of the wine and the evening.
Many people are probably familiar with this situation.
Hand on heart: Did you order this bottle of wine the next day? No.
It is therefore extremely important that you give your customers in such a situation as low-threshold an opportunity as possible to order the wine directly in this situation.
This can be done, for example, with a QR code on the bottle that leads directly to the product detail page in your online store (tip #1). The customer places 6 bottles directly into the shopping basket and with express checkout the wine is ordered after 5 clicks.
Or you can display stylish flyers in your store or cellar: 10% discount on the next purchase in the online store. Perfect!
Customers, such as vacation guests who would otherwise never buy from you again, can become loyal customers even after their visit. They order from your online store and you reactivate them later via email marketing (see tip #4).
There are many other exciting approaches to further expand your wine marketing and strengthen the link between online and offline channels.
#3 Social media - but authentic
YouTube, TikTok, Instagram and Facebook are the social media platforms of the moment. Each one has its advantages and disadvantages. If you're just starting out with social media marketing, start with just one platform. Which platform do you like to use privately? Where is your target group more likely to be on the move?
Decide on a platform at the beginning and master it. Only later do you add other platforms. Keyword: secondary use of content.
Concentrate on the content first. In wine marketing, it is important to remain authentic.
Your followers want real insights into your winery, stories behind the production and honest moments. Successful experiences can be shared just as much as difficult moments.
Personality and closeness count instead of perfection. When you interact with your community and show your passion for wine, you build awareness and trust and are remembered - and that is exactly what makes good wine marketing on social media.
But be careful: social media has a big problem. You can intercept this with email marketing.
#4 E-mail marketing (aka newsletter)
If you rely on partners for sales or marketing, you are always taking a risk. Marketplaces lose reach or want more margin, wine merchants take you out of the program or social media platforms change their algorithm and no longer display your content. We have already encountered all of this in practice.
It is therefore essential that you collect the email addresses of your customers. Because with a list of email addresses, you always have direct access to your customers and can write them a simple email.
You can collect email addresses in different ways. Offer incentives such as a 10% voucher for their next order if they sign up for your newsletter. There are various ways to increase the number of subscribers.
If you have an extensive list, you can make excellent use of it in wine marketing.
How about exclusive offers or access to limited edition wines. Or participation in competitions where you can win special wines.
Storytelling can also be used excellently in email marketing. As in social media marketing, give insights into production, tell stories from everyday life (even if it is difficult) or let your readers participate in the design of wine labels.
The possibilities are endless to turn your readers into true brand fans and loyal customers.
#5 Personalized marketing
Personalized recommendations have been used in online marketing for a long time. But with the breakthrough of AI, the topic has reached a whole new level.
By using data and algorithms, you can offer your customers customized wine recommendations. These are based on their previous purchasing behavior, reviews or personal taste preferences.
For example, algorithms can analyze which wines a customer prefers - whether fruity red wines or dry white wines - and provide appropriate suggestions. Such personalized recommendations increase customer satisfaction and promote long-term loyalty, as customers have the feeling that they are being looked after individually.
The basis for this is customer data: Purchasing behavior, product preferences, information on time and location, etc.
If you want to send your newsletter (see tip #4) on Tuesday at 8 a.m., for example, but your customer primarily does their wine shopping online on Sundays, then your newsletter will most likely fall flat. However, if your email with the latest wine recommendations reaches your customer on Sunday just before their shopping trip, it will be much more effective.
BONUS TIP - Developing individual strategies
Buzz words are constantly flying around your ears in online marketing: Influencer marketing, Search engine optimization (SEO), Google Ads (SEA), growth hacking, conversion rate optimization (CRO), inbound marketing, retargeting, etc.
It is important to develop a sensible strategy in advance that suits you and your winery. What is your current situation? What are your goals? Which tools will help you achieve your goals?
Instead of blindly following every trend, you should create a plan that focuses on your goals and works sustainably.
If you need help, get in touch with us for a free strategy consultation. Together we will find the best way for your successful online marketing!
DE_DE 
EN