Under the Influence: Vineyards are Turning to Social Media Stars to Increase Sales

by | Aug 13, 2019 | Wine & Spirits

Reading Time: 4 minutes

Social media influencers encourage their followers to buy clothes, beauty products, and now wine.

Wine labels are moving beyond traditional Facebook and Instagram pages and are now reaching out to influencers. The social-media stars look like they live an envious life, and sipping some sauvignon blanc by the pool adds to that allure.

Three out of four businesses are on social media—causing customers to expect an online presence rather than appreciate it as an added bonus.

Social media is allowing customers to have conversations around wines and helps the brand project the lifestyle you could have by drinking their product. Let’s examine the impact social media is having on the wine industry and how suppliers can use influencers to increase sales.

The U.S. is social

Of all wineries in the United States, a whopping 94% have a Facebook page on the site that boasts 2 billion users. In other wine regions, such as France, only 53% of wineries utilize Facebook Pages.

Studies show that social media can increase wine sales by allowing users to post about and discuss a particular wine, according to The Academic Wino. Other users then can read these reviews and can be inspired to buy the wines themselves.

Social media is allowing customers to share tasting notes, pairing suggestions, and more.

“No matter what size you are, consumers nowadays judge you based on your digital footprint,” Lisa Mattson, Director of Marketing and Communications at Jordan Winery told Beverage Media Group. “They’re making a conscious decision about whether or not they want to do business with you based on your online presence.”

Utilizing social media as a part of a brand’s marketing strategy can also provide high-returns with low manpower and relatively low cost. It’s free to set up the page and let users or influencers tag you in it when they drink or visit the vineyard.

Kim Crawford influencers

Brands can spend advertising dollars on marketing and advertising campaigns or they can invest in people.

On Kim Crawford’s website is an entire section dedicated to the “lifestyle” that is being a Kim Crawford drinker. The brand helps project this image further by partnering with influencers and sponsoring content.

Author Katherine Schwarzenegger, daughter for former California Governor Arnold Schwarzenegger, posted a photo on Instagram in June out on her patio, with a glass of Kim Crawford Sauvignon blanc and playing with her dog. The caption read “The perfect pair after a long day; Mav and @kimcrawfordwine. Love coming home to this duo ♥️🐶 #KimWithUs#KimCrawfordPartner #For21+”

Schwarzenegger’s friend and fashion blogger Emily Schuman, who founded Cupcakes and Cashmere, normally posts about her outfits or family life. In July, she posted a photo on her Instagram cuddling up to her husband in their backyard with a bottle of Kim Crawford rosé.

Five ways vineyards can use social

 Starting off, it can feel overwhelming to know how to perfect a social media strategy for your brand.

  1. Post consistently. While this sounds easy, posting high-quality content frequently can be challenging. It’s best to stock pile some photos or videos when you have extra time and then make a content calendar. If the winery has a fun event coming up, post leading up to it to advertise it, and then after to increase engagement.
  2. Invest in high-quality photos. The beautiful, crisp photos of the vineyard will help draw people to your location and brand.
  3. Have someone who knows the story of your brand reach out to local influencers. You’ll want to have them research the influencers, as well, to ensure their values and image match your brand. Note that most of these influencers do get paid for these posts or consider them sponsored content. However, in comparison to how many new customers you can generate, it’s worth it.
  4. Research your audience. Utilize tools like Tweetdeck or Hootsuite to better understand who is engaging with your brand and target them better.
  5. Don’t forget to hashtag! Hashtags can help new customers find your brand easier.

Wine and Spirits



Meredith Galante

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