In today’s digital landscape, having a strong social media presence is no longer optional for wineries – it’s essential. Social media platforms like Facebook and Instagram offer a cost-effective way to reach and convert new audiences who may have never set foot on your property or visited your website.
And while social media is a great tool for nurturing relationships with current customers (which we’ll get to), the bigger opportunity for most wineries is customer acquisition – using social media as a strategic tool to consistently bring new wine lovers into your ecosystem.
—
The Power of Facebook and Instagram for Customer Acquisition
Facebook and Instagram aren’t just places to post pretty vineyard photos – they’re sophisticated advertising platforms that allow you to get in front of the right people at the right time with the right message. Together, these platforms offer three major advantages when it comes to acquiring new customers:
- Sophisticated Targeting Capabilities
With Facebook and Instagram’s ad tools, wineries can precisely target potential customers by location, interests, age, gender, purchasing behavior, and more. Want to reach 35- to 55-year-old wine drinkers within driving distance of your tasting room? Easy. Want to promote your wine club to consumers who already follow similar wineries or wine subscription services? No problem.
- High-Quality Visual Storytelling
Instagram (and to a lesser extent Facebook) is a visual-first platform that gives you space to build a brand narrative. Beautiful imagery and videos can showcase the lifestyle behind your label – your vineyard, your people, your events, and of course, your wines.
Strong creative content not only drives engagement, but also helps your brand stand out and feel more memorable to first-time viewers. In a space where so many wines compete for attention, visuals help drive consideration.
- Conversion Tools Built Right In
Both Facebook and Instagram allow you to create ads that are optimized for your business goals, such as:
- Driving traffic to your online shop
- Encouraging bookings for a tasting experience
- Getting more people to follow your page or sign up for your newsletter
With tracking tools like the Meta Pixel, you can even retarget visitors who have interacted with your site or ads but haven’t purchased yet – nurturing them until they’re ready to buy.
Why Facebook and Instagram Also Matter for Engagement
Social media also plays a key role in keeping current customers engaged between purchases or visits. Social media allows you to stay top-of-mind by reminding customers why they love your wines and what makes your winery special. It’s a great place to:
- Announce new releases
- Promote seasonal events
- Share behind-the-scenes content
- Celebrate awards or press mentions
- Feature user-generated content or reviews
This type of content builds affinity and loyalty, helping ensure your customers come back again and again – and potentially bring their friends with them.
How to Start Using Social Media to Grow Your Winery’s Customer Base
If your winery is mostly using social media as a digital bulletin board – or not using it consistently – it’s time to shift gears. Here’s how to begin using Facebook and Instagram as tools for acquisition:
- Define your audience. Who are you trying to reach? Local visitors? Out-of-state online buyers? Young professionals? Empty nesters?
- Build a content strategy. Post high-quality, engaging content consistently. Highlight your wines, your team, your experience, and what makes your brand different.
- Run targeted ads. Even a modest budget can go a long way when spent strategically. Test different creatives and audience segments to see what performs best.
- Track results. Monitor key metrics like reach, engagement, website clicks, and conversions. Use that data to refine your strategy over time.
—
For wineries, social media (especially Facebook and Instagram) is more than a branding tool – it’s a customer acquisition engine. With smart strategy, compelling content, and thoughtful ad spend, these platforms can help your winery attract new fans, convert them into buyers, and turn them into loyal, long-term customers.