The clink of glasses, the warmth of late afternoon sun across the vines—these are the moments that define a winery. But digital marketers can get stuck in the rut of Facebook posts and Instagram stories that have become repetitive and rote.

How do you translate the sensory magic of a tasting room into strategies that make visitors show up in person? Take a look at some marketing channels that are not as used by wineries, where old-school storytelling and next-gen tech converge to give you a competitive edge.

Connected TV: Your Vineyard in 4K

Another banner ad, another still photo, another yawn. Sometimes the channel itself can leave you feeling confined to content that lacks vitality. If you’re facing that, and you’ve got the budget, think about going big on video and distributing it via Connected TV..

Connected TV (CTV) lets you beam the romance of your winery directly into living rooms, framed by the cinematic power of streaming. Think smart TVs, Roku, Apple TV—places where audiences sink into content without the endless scroll of social feeds. What makes CTV a secret weapon for wineries? Precision targeting. CTVs allow you to deliver broadcast-quality video using the same targeting power you get with banner ads. By zoning in on zip codes, income brackets, and travel interests, you’re not just paying for views—you’re investing in real prospects with a higher likelihood to actually visit.

The catch? Quality matters. To compete with national brands, your visuals need to look stunning, and your story should evoke emotion: think rows of vines, laughter around a table, or the pop of a freshly opened bottle. So while a CTV ad buy is much cheaper than a national TV buy, you will need to invest in creative.

Here’s the beauty: wine is an experience, and CTV gives you the canvas to paint it. Swirling glasses at sunset, joyful laughter under oak trees, the artistry of your cellar master—these visuals spark emotion in a way static ads and photos never can. Paired with hyper-local targeting, this isn’t just awareness; it’s an invitation. 

While costs are higher than typical social ads (expect CPMs of $10–40), CTV’s combination of precise targeting and immersive storytelling can make your tasting experience irresistible.

Keys to Success:

• Keep spots between 15-30 seconds; lean into rich, sensory storytelling.

• Target by zip code and wine-relevant interests.

• Refresh creative to match seasons or events.

Challenges:

• High-quality video assets can cost more than static content.

• Longer production timelines demand planning.

Where to Start:

• Explore Disney Campaign Manager or Roku Advertising for self-serve CTV options.

• Assess your current video library and plan upgrades to meet streaming-quality expectations.

Geofencing: Intercept the Wine Wanderer

Picture this: a traveler leaves a competitor’s tasting room and someone in their group says “Where to next?” The traveler checks their phone and sees an enticing invite to your vineyard just minutes away. That’s the power of geofencing—virtual perimeters that trigger ads when someone enters a defined area, like nearby wineries, boutique hotels, or local restaurants. This means that you can serve ads directly to visitors’ phones while they’re in your area and planning their next stop.

For example, a winery uses geofencing to put a “fence” around a local wine bar. Patrons who are in that wine bar get served ads for that winery. Since it’s very natural for people to be planning their next stop on their mobile phones, the winery is able to get in front of highly relevant people who are very likely to turn into visitors. The winery gives them a strong incentive to come into the tasting room, and they land visitors.

We’ve seen geofencing campaigns be very effective for wineries in generating a lot of awareness and visits with relevant customers. But results vary: creative must be eye-catching on small mobile banners, and you’ll need to test different locations to find hotspots. Start with a broad list of nearby attractions, then refine to those generating the best response.

Keys to Success:

• Offer a time-sensitive hook, e.g., “Nearby? Stop in today for a bonus pour.”

• Pair geofencing with retargeting campaigns for lasting impact.

• Test and iterate: every region’s hotspots are unique.

Challenges:

• Creative must stand out on small mobile screens.

• Performance varies wildly based on location choice.

Where to Start:

• Check out platforms like GroundTruth or Simpli.fi for geofencing ad solutions.

• Identify high-traffic hotels, restaurants, and competing wineries in your area to create an initial geofence list.

Micro-Influencers: Trust Over Fame

In the influencer arms race, many wineries chase big names. But micro-influencers (1,000-10,000 engaged followers) often offer better ROI—especially when they’re local. They know the best cafés, the secret trails, and yes, the wineries worth visiting. When they post about your tasting experience, it lands with authenticity that polished ads can’t match.

Better yet, they’re approachable. Building relationships with micro-influencers can lead to ongoing mentions, not just one-off posts. 

Micro-influencers know the game, though, and will be expecting compensation and special treatment. That said, the right micro-influencers pay for themselves many times over, and often become club members and regular visitors themselves. 

Sweeten the deal for influencers with exclusive tastings or a special incentive for their followers—like a bonus pour when visitors mention the influencer’s handle.

Keys to Success:

• Vet for real engagement; likes mean little if comments are bots.

• Give creative freedom—scripted content reeks of ads.

• Think long-term partnerships, not one-hit deals.

Challenges:

• Takes time to find and vet the right voices.

• Requires trust to let influencers share honestly.

Where to Start:

• Search Instagram or TikTok location hashtags to find local micro-influencers.

• Explore influencer platforms like Aspire.io or Upfluence to discover and manage relationships.

Direct Mail 2.0: Paper That Drives Clicks

Think mail is dead? Think again. Premium direct mail cuts through crowded inboxes—and adding QR codes transforms it from old-school to actionable. A tactile, beautiful postcard with an exclusive tasting invite feels personal, and when recipients scan a code to book their experience, you’re bridging offline charm with online conversion.

Here’s how it works: Imagine your postcard isn’t just another glossy rectangle, but a keepsake—a heavy stock card that feels good in the hand, designed with the same care as your wine labels. The QR code? It shouldn’t just dump visitors on your homepage. Instead, it should lead to a tailored landing page: a frictionless, mobile-optimized experience that matches the look and tone of your mailer. This page might feature a short, cinematic video of your tasting room, a personal welcome from your winemaker, or even an interactive map guiding them from their doorstep to your vineyard. Add a clear, irresistible CTA: “Book your private tasting now,” “Claim your exclusive bonus pour,” or “Unlock our winemaker’s secret release.”

The magic happens when you surprise and delight. Consider embedding hidden perks behind the QR code—maybe recipients who scan it within 24 hours unlock priority seating or a complimentary food pairing. These small moments of unexpected generosity turn a simple mailer into a memorable brand experience that feels premium and personal.

Keys to Success:

• Invest in quality design; cheap flyers go straight to the trash.

• Create unique QR codes tied to personalized landing pages with a clear, compelling CTA.

• Use sensory-rich landing pages: think video tours, welcome messages, or interactive features.

• Add time-sensitive or hidden incentives to drive immediate action.

Challenges:

• High cost per impression demands precise targeting—think lapsed visitors, wine club prospects, or affluent local zip codes.

• Poor execution (thin paper, generic design, generic landing page) risks making you look like junk mail.

Where to Start:

• Explore PostPilot for winery-specific solutions.

• Pair with Lob if you want API-driven direct mail integrated with CRM data.

Podcast Sponsorship: Be Part of the Story

Podcasting isn’t just the new radio—it’s an intimate space where listeners invite voices into their daily routines, building trust episode after episode. Sponsoring regional food, travel, or lifestyle podcasts allows your winery to slip into those conversations, introduced by a host who feels like a friend. When hosts share their own stories of tasting your wines or visiting your property, the recommendation carries a weight ads can’t buy.

This channel shines because podcast audiences are focused, loyal, and receptive—especially if you target shows aligned with foodies, travelers, or wine enthusiasts. But a podcast sponsorship shouldn’t stop at a mention. Think of weaving your story into theirs: have the host recount an experience at your winery, or share a fun fact about your winemaking that listeners can tell their friends. Provide a unique incentive—like a tasting upgrade for those who mention the podcast—to create urgency and track engagement.

The landing page you link to should match the podcast’s vibe: if the show is playful, lean into humor; if it’s refined, keep it classy. Reinforce the host’s story with visuals or a short welcome video from your team. Make sure the offer is easy to redeem with clear instructions so listeners can go from headphones to tasting room without friction.

Keys to Success:

• Prioritize smaller podcasts with loyal local audiences over large generic shows.

• Provide talking points but allow the host freedom to share in their authentic voice.

• Encourage the host to offer listeners an incentive, such as a tasting perk for mentioning the podcast.

Challenges:

• Smaller podcasts may lack formal media kits, requiring informal outreach.

• Limited audience size compared to social or CTV ads.

Where to Start:

• Use ListenNotes to discover local podcasts in food, travel, and lifestyle niches. Or simply browse on Apple and/or Spotify.

• Reach out directly to hosts to propose sponsorships with exclusive offers for their listeners.

Wrapping It Up: Plant Seeds Now for Future Growth

These lesser-known channels aren’t silver bullets and they shouldn’t replace fundamental channels in your digital marketing. But they can help you reach new audiences, build emotional connections, and differentiate your winery from others relying solely on saturated platforms. Think of them as planting seeds: with time and nurturing, they can blossom into lasting loyalty and increased tasting room visits.

Want more actionable tactics and strategies tailored to wineries? Join our Wine Marketing & MarTech Answers mastermind, where winery marketers like you get weekly insights, community support, and practical guidance to grow tasting room traffic and online sales. Read more at Angelsmith.net.