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Let’s rip the Band-Aid off—your winery might be in trouble. And no, it’s not because your wine isn’t good. It’s because consumer habits are shifting, and the wine industry isn’t keeping up. Millennials and Gen Z aren’t making wine a priority. They’re choosing convenience over tradition, hard seltzers over Chardonnays, and digital experiences over tasting rooms.
The good news? The wineries that understand these shifts and adapt their marketing will not only survive but thrive. If you want to be one of them, here are five mistakes you need to stop making—now.
Mistake #1: Thinking Your Story Alone Will Sell the Wine
Yes, your winery has history. Yes, your vineyard has been family-owned for generations. But let’s be real: today’s consumers care more about accessibility than your origin story.
The Fix: Instead of relying on heritage, focus on connection. Leverage local social media pages like @VisitNapaValley or @visittemecula to bring your winery into the digital world where new consumers actually live.
What a Successful Partnership Looks Like:
Sponsored content featuring your wines in their curated travel guides
Instagram takeovers showcasing exclusive behind-the-scenes moments
Email features with special wine tastings or events
By collaborating with well-established local pages, you tap into an engaged audience that already loves wine and travel, making your brand feel like a natural choice.
Mistake #2: Partnering with the Wrong Influencers
Stop wasting time sending free bottles to influencers who will never convert into sales. Just because someone is in Napa doesn’t mean their audience is your audience.
The Fix: Work with influencers who align with your ideal customer, not just your local customer.
Who You Should Be Working With:
Luxury Travel Influencers (e.g., @theblondeabroad, @gypsea_lust) who introduce your wine to high-end travelers
Food Bloggers & Sommeliers (e.g., @sommvivant, @winefolly) who already have an audience of wine lovers
West Coast Lifestyle Creators who focus on entertaining, hosting, and living the good life
The goal? Get in front of people who are already spending money on wine, not just those who will post a pretty bottle and move on.
Mistake #3: Not Niching Down
Your wine is special, but how does the customer know that? If you’re marketing to everyone, you’re marketing to no one.
The Fix: Find your thing and own it. Take Belle Glos Wines, for example. They doubled down on their signature wax-dipped bottles, making them instantly recognizable on any shelf.
How to Find Your Winery’s Unique Selling Point (USP):
What’s the One Thing People Always Mention About Your Wine?
How Does Your Wine Fit into a Lifestyle?
What’s Visually Iconic About Your Branding?
How Can You Make That Stand Out Even More?
This is what sets cult-favorite brands apart. Your USP should be so strong that when people see your wine, they know exactly what makes it different before they even taste it.
Mistake #4: Ignoring Paid Ads (aka, Your Fastest Way to Grow)
Organic social media can only get you so far. If you’re not running paid ads, you’re relying on luck—and luck isn’t a marketing strategy.
The Fix: Invest in social media ads and SEO-driven search ads to get your wine in front of the right people.
Why Paid Ads Are Crucial:
They allow you to target specific demographics (e.g., people searching for wine delivery services)
They extend your reach beyond your existing followers
They give you measurable data on what’s working and what’s not
But here’s the thing—running ads is a full-time job. It takes constant testing, optimization, and strategy. If you don’t have someone on your team who knows how to do this, you’re burning money.
That’s where we come in. At The West Coast Creative, we specialize in high-converting digital marketing for wineries. From social media strategy to SEO-driven ads, we help brands like yours stand out in an industry that’s struggling to keep up.
Mistake #5: Treating Your Website Like a Digital Brochure
Your website isn’t just a place to list your wines—it’s your 24/7 sales team. Yet, so many wineries treat it like an afterthought, with outdated designs, slow load times, and zero strategy for converting visitors into customers.
The Fix: Turn Your Website Into a Sales Machine –– Your website should be fast, mobile-friendly, and designed to sell. Here’s what you need:
An Easy Way to Buy – If visitors can’t purchase directly, they’re leaving. Integrate seamless e-commerce options.
SEO-Optimized Content – Blog posts, wine pairing guides, and tasting room updates help you rank higher on Google.
Clear Calls to Action – Whether it’s booking a tasting or joining your wine club, make the next step obvious.
Email Capture Forms – Build your list with exclusive offers, insider content, or VIP wine releases.
A great website isn’t just pretty—it should drive real revenue. If yours isn’t doing that, it’s time for a revamp.
Don’t Be One of the Wineries That Gets Left Behind
The wine industry is changing, and the only question is: Will your winery change with it?
If you’re ready to take your marketing seriously, let’s talk. We’re offering a free digital audit to wineries that want to elevate their brand and reach new audiences. Schedule yours today, and let’s make sure your winery is one of the ones that thrives.
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