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Most wineries get influencer marketing wrong.
They partner with wine influencers, people whose entire brand is sipping wine on camera, swirling glasses, and rattling off tasting notes. The problem? They’re talking to people who already love wine. That’s not where growth happens.
The younger generation of drinkers isn’t seeking out wine content. But they are following influencers who shape their choices about food, travel, design, and experiences. The smart wineries, the ones who will win the next decade, aren’t just looking for people who talk about wine. They’re finding the ones who shape how young consumers live.
This is how you reach them.
Who Actually Sells Wine?
Think about the last time you tried a new restaurant, a new recipe, a new brand. Did you discover it because someone told you to? Or because you saw someone you trust experience it?
That’s the difference between marketing and influence.
For wineries, the best influencer partnerships come from outside the wine world:
The goal isn’t to find influencers who drink wine. It’s to find influencers whose followers are the right audience for your wine.
Forget the Follower Count. Focus on the Intersection.
A massive following doesn’t mean an influencer can sell. The sweet spot is the intersection of their message, their audience, and your brand.
Ask yourself:
The best collaborations feel inevitable, as if the influencer was already a fan of your wine before the partnership ever existed.
Or… Be the Influencer Yourself
The smartest move for many wineries isn’t paying influencers, it’s becoming one.
People don’t just want wine; they want the story behind it. They want to see how it’s made, who’s making it, why it matters. They want the process.
That’s where you come in.
If your winemaker, vineyard team, or tasting room staff isn’t showing up on Instagram, TikTok, and YouTube, you’re missing an opportunity that’s more valuable than any influencer partnership.
Pull back the curtain. Show the harvest. Show the mistakes. Show the beauty of a winemaker tasting from the barrel or a vineyard team working in the fog at sunrise.
Authenticity wins every time.
Check out maximizing your winery’s digital presence for a head start.
Wineries Need to Adapt to Younger Buyers, Not the Other Way Around
The shift is happening. The wine industry isn’t running out of drinkers. It’s just failing to engage the next generation on their terms.
Influencers, real influencers, not just people who drink wine online, can help wineries meet their future customers where they already are. But the key isn’t just doing influencer marketing. It’s doing it right.
Skip the obvious choices. Find the voices that matter. Or better yet, become the voice yourself.
Key Takeaways
Final Thoughts
The wine industry doesn’t have a demand problem. It has a relevance problem.
The future of wine marketing isn’t shouting louder at the same people. It’s making wine a natural, effortless part of the lifestyle young consumers already embrace. Influencers—when chosen wisely, can bridge that gap.
But only if you choose wisely. Only if you think differently.
Need help navigating the influencer landscape? Highway 29 Creative can help. Let’s connect your winery with the audience that’s already waiting for you.
A winery website should do more than exist. It should work.
It should sell wine, build relationships, and turn casual browsers into loyal wine club members. And if you're using Commerce7, you already have the right tool—now it’s about using it right.
Because let’s be honest: most winery websites don’t work as hard as they could. They bury the wine club, make checkout frustrating, or worse—focus on tasting notes when they should be telling a story.
Let’s fix that.
Too many wineries treat their website like a digital pamphlet. Some pretty pictures, a little history, and a list of wines. But that’s not what sells.
What sells is a clear, emotional, story-driven experience that makes a visitor think, this is my winery.
Your customers—especially Millennials and Gen Z—aren’t buying based on scores. They’re buying based on connection. The winery that feels like them wins their loyalty. Your site needs to capture who you are, why you do what you do, and why they should want to be part of it.
Commerce7 Tool to Use: Custom Content Blocks to embed video, showcase your team, and bring your story to life.
The wine club is where the magic happens. It’s the difference between a one-time purchase and a customer for life. But most winery websites bury the sign-up page in a dropdown menu and hope people will find it.
Hope is not a strategy.
How to Sell More Wine Club Memberships:
Feature it front and center—on the homepage, in the navigation, and in product pages.
Sell the experience, not the logistics. Instead of “4 bottles per shipment,” say “Exclusive wines, early access, and VIP perks.”
Use social proof—testimonials, member stories, and behind-the-scenes content.
Commerce7 Tool to Use: Dynamic Club Pages that highlight benefits, make sign-ups seamless, and personalize member experiences.
Commerce7 isn’t just an eCommerce platform, it’s a CRM that learns your customers. It tracks what they buy, when they buy, and what they love. And when you use that data? Your marketing stops feeling like marketing and starts feeling like a conversation.
Personalization That Works:
Send the right emails to the right people. A customer who only buys Syrah doesn’t need an email about Chardonnay.
Offer smart product recommendations: “If you loved this, you’ll love that.”
Automate re-engagement. Someone hasn’t purchased in six months? Commerce7 can remind them, gently.
Commerce7 Tool to Use: Smart Segments to target buyers based on real preferences, not guesses.
More than 60% of online wine sales happen on mobile. If your site doesn’t work perfectly on a phone, you’re losing sales. Simple as that.
Checkout should be frictionless, saved payment methods, autofill, and no unnecessary steps.
Navigation should be thumb-friendly, easy to tap, easy to explore.
Load time should be fast, because no one waits for a slow site.
Commerce7 Tool to Use: Mobile-Optimized Templates that make sure your site looks and works great on any device.
Most winery product pages look the same: bottle image, tasting notes, price. That’s not selling, that’s listing.
A product page should make people imagine drinking the wine before they even hit “add to cart.”
How to Write Better Product Pages:
Show, don’t tell. Use images of the wine in context, dinner table, a sunset, a toast.
Make descriptions about the experience, not just the flavors. “A bold, elegant Cab built for long dinners and deep conversations” is better than “Notes of blackberry and oak.”
Offer pairings, bundles, and exclusive add-ons to increase cart size.
Commerce7 Tool to Use: Product Bundles & Add-Ons to create curated collections that feel special and sell more wine.
Commerce7 tells you what’s working and what’s not. The smartest wineries don’t just guess, they track, test, and adjust.
Are visitors clicking on the wine club page but not signing up? Improve the copy.
Are they abandoning carts? Simplify the checkout process.
Are some wines selling out faster than others? Highlight them more.
If you’re not checking your numbers, you’re leaving money on the table.
Commerce7 Tool to Use: Analytics & Integrations to track conversions, cart behavior, and customer trends.
Your website should be your hardest-working salesperson. Commerce7 gives you the tools to build a site that isn’t just functional, it’s magnetic. It sells, it engages, and it turns visitors into lifelong customers.
So tell your story. Make your wine club impossible to ignore. Use data to market smarter. And never stop refining.
If you need help turning your Commerce7 website into a revenue-driving machine, Highway 29 Creative is here to help. Let’s make your winery website the one that works. Let's talk.
Here’s the thing about email: it’s not just another marketing channel. It’s the channel. Unlike social media or paid ads, where you’re renting space and fighting for attention, your email list is yours. You own it. You control it. And when done right, it’s the most reliable way to turn curious visitors into loyal wine club members.
But to make email marketing work, you need one thing first: a strong, healthy, growing subscriber list. And that’s where your website comes in.
Let’s talk about how to build a subscriber list that works as hard as you do, turning casual visitors into wine buyers and wine buyers into wine club members.
Every ad you run, every social media post you make, it’s rented attention. Platforms change. Algorithms shift. Costs go up. But your email list? That’s yours forever.
And it’s not just any list. These are people who’ve already raised their hands and said, I’m interested. They’ve invited you into their inbox—a personal, private space—because they want to hear from you. That’s powerful.
Here’s why email is essential for wine clubs:
It’s Personal: You’re speaking directly to people who care about your winery.
It Converts: Emails have higher conversion rates than social media or ads.
It’s Recurring Revenue: A strong email strategy feeds your wine club, the backbone of sustainable winery growth.
Your website isn’t just a storefront, it’s a subscriber machine. Or at least, it should be. Every page on your site is an opportunity to ask for an email address, and if you’re not making it easy (and enticing), you’re leaving money—and members—on the table.
How to Collect Emails on Your Website:
Pop-Ups That Add Value: A pop-up that says “Join our newsletter” won’t cut it. Instead, offer something tangible:
“Get 10% off your first order when you subscribe.”
“Be the first to know about limited releases and events.”
Embed Sign-Up Forms Everywhere: Your homepage, blog, product pages—anywhere someone might be ready to learn more or buy.
Landing Pages for Specific Offers: Create dedicated pages for lead magnets, like a free wine pairing guide or access to an exclusive virtual tasting.
Here’s what’s remarkable about email: it’s permission-based. When someone gives you their email address, they’re saying, I trust you. Your job is to honor that trust by sending emails that are relevant, engaging, and worth opening.
How to Build Trust from the Start:
Welcome Them Properly: As soon as someone subscribes, send a welcome email. Tell them what to expect, share your story, and make them feel like they’ve joined something special.
Deliver Value Immediately: If you offered a discount or guide in exchange for their email, make sure they get it right away.
Your website is the foundation, but it’s not the only place to collect emails. To really grow your list, meet your audience wherever they are.
Tasting Room: When someone visits your tasting room, make it easy for them to sign up. Use a tablet or QR code, and highlight the benefits of joining your list (exclusive offers, updates, wine club perks).
Events: Whether it’s a local wine festival or a private dinner at your estate, make email sign-ups part of the experience. Offer a small incentive for signing up, like a discount or access to event photos.
Social Media: Use your social platforms to drive traffic to your email sign-up forms. Share links in your bio or stories and remind followers why they should join.
Your email list isn’t just a collection of addresses. It’s the gateway to your wine club.
Here’s how to use email to drive memberships:
Tell the Wine Club Story: Use your emails to showcase the benefits of your wine club—exclusive wines, free shipping, special events. Make it clear why it’s worth joining.
Share Member Perks: Highlight what members are enjoying (e.g., “Wine club members just got first access to our new Pinot Noir!”).
Create Urgency: Limited-time offers or seasonal promotions can nudge subscribers toward signing up.
The size of your email list matters, but the quality matters even more. A list of engaged subscribers who open your emails, click your links, and trust your recommendations is far more valuable than a big list that doesn’t care.
How to Build an Engaged List:
Regularly clean your list by removing inactive subscribers.
Send emails people want to open, valuable content, exclusive offers, and behind-the-scenes stories.
Test subject lines, send times, and content to see what works best.
Email is your most powerful marketing tool because you own the list.
Your website is the foundation of your subscriber strategy. Make it easy and enticing to sign up.
Build trust by delivering value immediately and communicating consistently.
Use your email list to drive wine club memberships, the backbone of recurring revenue.
Focus on quality over quantity, an engaged list is your most valuable asset.
Email marketing isn’t flashy. It doesn’t trend. But it works.
Your email list is the foundation of your marketing, your wine club, and your long-term success. By using your website strategically, you can grow a list that isn’t just big, but engaged, filled with people who love your winery and want to hear from you. Make sure to check out how to grow your email list on and offline.
Ready to turn your website into a subscriber magnet? At Highway 29 Creative, we can help you build the tools, strategies, and campaigns that make email marketing your winery’s secret weapon. Let’s get started.
A great wine photo doesn’t just show a bottle. It tells a story. It paints a picture of a moment your customers want to live. It’s not about the glass, the foil, or even the label; it’s about the experience you’re selling.
Because wine isn’t just a product; it’s a lifestyle. And your photos? They’re the invitation.
Let’s talk about how to create wine bottle images that stop the scroll, spark emotion, and make people think, That bottle belongs in my life.
Start With the Story
Before you pick up the camera, ask yourself: What do I want this photo to say?
Is your wine bold and elegant? Fun and approachable? Does it evoke the charm of a vineyard sunset or the intimacy of a cozy dinner at home? The story comes first because it’s what your customers connect to.
Your photo isn’t just a picture of a bottle but a promise. A glimpse into the world you’re inviting them to be part of.
A bottle against a white background? That’s fine for a product page, but it won’t sell the experience.
Here’s how to elevate it:
Set the Scene: A rosé on a sunlit picnic blanket. A bold red surrounded by candles and laughter. Give your customers a setting they can see themselves in.
Add People: People bring energy. Show your winemaker pouring a glass, friends clinking glasses, or someone savoring a sip on your estate patio.
Use Your Estate: If your winery has a beautiful vineyard, tasting room, or view, don’t just show the wine—show the place it comes from. Let your terroir shine through.
Photography is an art, but it’s also a craft. And while the emotional connection matters most, the technical details make it all come together.
Lighting Is Your Best Friend: Natural light is warm, inviting, and real. Morning light or golden hour works wonders. Avoid harsh midday sun unless you’re going for drama.
The Label Matters: Your label is your brand. Make sure it’s clear, crisp, and perfectly lit. It’s the one part of the bottle that should always take center stage.
Play with Angles: Straight-on shots are clean and classic, but experiment with perspectives. A slight tilt or an overhead view can add intrigue and draw the eye.
The most compelling wine photos go beyond the product. They capture the experience, the mood, and the details that make your winery special.
Lifestyle Shots: Your wine being poured, shared, or toasted. It’s about the moment.
Estate Photos: Highlight the vineyard rows, the tasting room, or the cellar. Show them where the magic happens.
Details That Speak: A cork being pulled, wine swirling in a glass, the texture of a vineyard at dusk. These are the quiet moments that bring depth to your story.
Because people don’t just buy wine. They buy connection, celebration, and the chance to say, “This is who I am.”
Your photos are a way to say to them: This wine is made for you. For the life you’re building, the experiences you’re chasing, the moments you want to share.
That’s what sells.
Start with the story you want to tell—it’s about more than the bottle.
Use scenes, people, and your estate to create emotional, relatable images.
Nail the technical details: light, label clarity, and angles matter.
Think bigger than the product—your wine is part of a lifestyle.
Your wine deserves better than a generic photo. It deserves a story.
When your customers see your bottle, they should see more than wine. They should see a moment waiting to happen, an experience they can’t resist, and a brand they want to be part of.
And if that feels like a big leap, we’re here to help. At Highway 29 Creative, we specialize in photography that doesn’t just look great, it connects, inspires, and sells. Let’s tell your winery’s story, one picture at a time. Contact Highway 29 Creative if you want to explore transformative photography for your winery.
Contact Highway 29 Creative
Your website is one of your most powerful tools for attracting and retaining wine club members, but here’s the hard truth: too many winery websites are falling short. In a world where mobile usage dominates and younger audiences demand seamless digital experiences, the days of treating your website as a static brochure are over.
If your website isn’t driving wine club sign-ups or engaging visitors, it’s time to confront the mistakes that might be holding you back. Let’s poke a few holes in outdated assumptions and help you build a site that works as hard as you do.
Mistake 1: Treating Your Website Like a Digital Brochure
One of the most common misconceptions we encounter is the idea that your website’s main job is to showcase your wines. Sure, it should do that—but a great winery website is a sales and marketing machine, not just a pretty page with some pictures and tasting notes.
If your website doesn’t have clear calls to action (CTAs), easy navigation, or features like online wine club sign-ups, you’re losing potential members. Every page of your site should guide visitors toward the next step: buying wine, booking a visit, or joining your club.
Fix It:
Mistake 2: Ignoring Mobile Users
Here’s a wake-up call: over 60% of website traffic now comes from mobile devices. If your site isn’t mobile-friendly, you’re alienating a majority of your potential customers. Mobile users won’t tolerate clunky navigation, slow load times, or hard-to-read text.
If your site looks great on desktop but is a mess on a smartphone, you’re effectively closing your doors to a massive audience—especially Millennials and Gen Z, who live on their phones.
Fix It:
Mistake 3: Focusing on You, Not Your Audience
Your winery’s story is important—but your audience doesn’t visit your website to read a novel about you. They’re looking for how you can improve their life, whether through an unforgettable tasting experience, an exclusive wine club, or wines that elevate their dinner parties.
If your site is all about your winery’s history and none of it speaks to your audience’s needs, you’re missing the mark.
Fix It:
Mistake 4: Slow Load Times
If your website takes more than a few seconds to load, visitors will leave—no matter how good your wine is. A slow website frustrates users and signals to search engines that your site isn’t worth ranking highly.
Fix It:
Mistake 5: Skimping on Visuals
A grainy photo of your tasting room or a blurry shot of your wine bottles isn’t cutting it anymore. High-quality visuals are essential for capturing attention and building trust. Your website should showcase the beauty of your vineyard, the craftsmanship of your wines, and the joy of the wine lifestyle.
Fix It:
Mistake 6: Making It Hard to Join Your Wine Club
If visitors have to dig through your site to find wine club information or the sign-up process is complicated, you’re losing potential members. Your wine club should be a centerpiece of your website, with clear benefits and an easy enrollment process.
Fix It:
Mistake 7: Letting Your Website Stagnate
Your website isn’t a “set it and forget it” project. A site that feels outdated or inactive signals to visitors that your business might not be thriving. Regular updates keep your content fresh and engaging while also boosting your SEO.
Fix It:
Mistake 8: Ignoring SEO
Even the most beautiful website won’t help you if no one can find it. Search engine optimization (SEO) ensures your site ranks highly on Google, bringing in new visitors and potential members.
Fix It:
Key Takeaways
Final Thoughts
Your website should be more than just a place to park your winery’s information—it should be your most effective tool for attracting and converting visitors into loyal wine club members. By addressing these common mistakes and creating a site that reflects today’s digital expectations, you’ll set your winery up for lasting success.
Need help transforming your website into a member-generating machine? Highway 29 Creative specializes in winery websites that attract, engage, and convert. Let’s build a website that works as hard as you do!
Contact Highway 29 Creative
Seasonality isn’t just about weather; it’s about mindset. Your customers’ buying habits shift with the seasons, and the wineries that understand how to tap into those rhythms are the ones that thrive. From cozy winter nights to sun-soaked summer afternoons, each season offers unique opportunities to connect with your audience, tell your story, and drive wine club sign-ups.
But here’s the truth: seasonal promotions don’t work if they’re slapped together at the last minute. A well-planned campaign, anchored by your website and supported by social media and paid media, can turn slow months into sales booms and casual visitors into loyal club members.
Each season comes with its own energy, its own needs, and its own story. Your job is to align your campaigns with those rhythms, tapping into the emotions and experiences your customers are already craving.
Winter: Comfort, warmth, and togetherness. Think bold reds, virtual tastings by the fire, and gift-worthy bundles.
Spring: Renewal and fresh starts. Highlight crisp whites, spring recipes, and vineyard tours.
Summer: Adventure and connection. Celebrate rosé, outdoor picnics, and sunshine-filled tastings.
Fall: Gratitude and harvest. Focus on seasonal favorites, food pairings, and behind-the-scenes harvest stories.
Your website should mirror these shifts, inviting visitors to feel the season before they even browse your wines.
Your website isn’t just a digital storefront; it’s the centerpiece of your seasonal campaign. Here’s how to make it work:
1. Seasonal Landing Pages
Create a dedicated landing page for each promotion. Whether it’s “Summer Rosé Bundles” or “Harvest Wine Club Perks,” these pages should highlight your seasonal offers, showcase stunning visuals, and include a clear call-to-action (CTA).
2. Update Your Homepage
Your homepage is prime real estate. During a campaign, make sure it reflects the season and guides visitors to your promotions. Feature banners, sliders, or hero images that align with your seasonal theme.
3. Make It Easy to Act
Every page tied to your campaign should have a clear next step: “Join the Wine Club,” “Shop the Summer Collection,” or “Book a Tasting.” Don’t make visitors guess what to do—they won’t.
Your website is the hub, but social media is where the buzz begins. This is where you bring your seasonal campaign to life with visuals, stories, and connections that make people want to learn more.
Tell Stories: Use Instagram Reels or Stories to show behind-the-scenes moments—harvest prep, winemaker tips, or your team enjoying a glass of wine.
Go Visual: Seasonal imagery is non-negotiable. Rosé-filled glasses in the sun, cozy reds by the fireplace—these are the moments that get shared.
Drive Traffic: Every post should point back to your website’s campaign page. “Shop now,” “Learn more,” or “Join today” links should be easy to find.
If your campaign is well-planned, paid media can amplify its reach exponentially. It’s not about spending more—it’s about targeting smarter.
Segmented Ads: Use data to target specific audiences. Promote your rosé bundles to younger wine lovers or exclusive reds to loyal club members.
Seasonal Keywords: In Google Ads, focus on phrases like “summer wine deals” or “holiday wine gifts” to match what people are searching for.
Retargeting: Show ads to people who’ve visited your site but didn’t purchase. A gentle reminder can often seal the deal.
Seasonal campaigns thrive on urgency. Limited-time offers, countdowns, or exclusive early-bird deals create the kind of excitement that gets people to act.
Build Anticipation: Start teasing your campaign a few weeks before it launches. Use email and social media to hint at what’s coming.
Create Deadlines: “Ends Sunday,” “Only 50 bundles left,” or “Sign up before July 1” gives people a reason to act now.
Follow Up: If someone doesn’t act, remind them. A well-timed email or social post can reignite interest.
Every seasonal campaign is a chance to grow your wine club. The key is weaving club sign-ups into the narrative of your promotion.
Highlight Exclusivity: “Wine club members get early access to our Fall Favorites.”
Bundle Benefits: Offer a free bottle or discount on the first shipment for new members who join during the promotion.
Celebrate Your Club: Use your seasonal campaigns to show what club members are already enjoying, special releases, events, or perks.
Seasonal campaigns aren’t about perfection. They’re about intention. It’s about using the seasons as a natural framework to connect with your audience, tell your story, and invite them into something more meaningful—your wine club, your experiences, your brand.
Start small. Build a landing page. Post a seasonal story. Run one ad. With each campaign, you’ll learn what works and grow more confident in how to sell your wine in a way that feels authentic.
Plan campaigns that align with the seasons’ energy and your customers’ desires.
Use your website as the hub of your campaign, with seasonal landing pages and clear CTAs.
Leverage social media for storytelling and paid media for targeted traffic.
Create urgency with limited-time offers and deadlines.
Always tie your campaigns back to growing your wine club.
Seasonal campaigns are your chance to connect with customers when they’re most ready to buy. Done right, they turn the ebb and flow of the year into a steady stream of engagement, sales, and sign-ups.
Need help crafting campaigns that make your winery unforgettable? Highway 29 Creative is here to help. Let’s turn the seasons into your secret weapon for growth.
Contact Highway 29 Creative.
A photoshoot isn’t just about pretty pictures—it’s about crafting a visual story that stops people in their tracks and says, This is who we are. For wineries, this is even more important. Your brand isn’t just about your wine; it’s about the experience, the values, the magic of your vineyard, and the people behind every bottle.
But how do you translate something as intangible as a feeling into photos that sell? It starts with understanding your brand—truly understanding it—and building visuals that capture its essence. Let’s walk through how to plan a winery photo shoot that doesn’t just look good but feels true to your story.
Start with Your Brand, Not Your Bottles
It’s tempting to jump straight into logistics—what shots you need, when the lighting is best—but resist that urge. Your shoot starts with your brand. Without clarity on what makes your winery special, your photos will look generic, and generic doesn’t sell wine or build loyalty.
Ask Yourself:
Write these answers down. They’re your North Star for the entire shoot.
Translate Your Brand Into Visuals
This is where the magic happens—where your brand transforms from abstract ideas into compelling images.
1. Your Vineyard Is a Canvas, Not Just a Backdrop
Every row of vines, every sun-drenched corner of your property, is a chance to tell a story. If sustainability is central to your brand, highlight your team in the vineyard during harvest. If your winery is all about romance, capture the glow of golden hour over your tasting room.
2. People Make It Real
Your wine doesn’t exist in a vacuum—it’s meant to be shared. Include your team, your winemaker, and even your customers in the shoot. Action shots—pouring wine, clinking glasses, tending the vines—make your brand feel alive and relatable.
3. Showcase the Details That Set You Apart
Is your wine club about exclusivity? Shoot the limited-edition labels. Is your tasting room cozy and inviting? Highlight its textures—the wood grain of a table, the swirl of wine in a glass. These are the cues that help customers picture themselves there.
4. Think Beyond Bottles
Yes, you need product shots, but they’re just the start. Lifestyle photography—like a family picnic with your wine or a romantic dinner setting—gives context and emotion to your brand.
Plan the Logistics with Your Brand in Mind
Now that you know what story you’re telling, it’s time to plan the details. A great photo shoot doesn’t happen by accident—it’s a mix of preparation and creativity.
1. Build a Shot List
Your shot list is your roadmap. Include a mix of:
Pro Tip: Refer back to your brand notes as you build this list. Does every shot align with the emotions and story you’re trying to convey?
2. Schedule for the Light
Light changes everything. Golden hour (the hour after sunrise or before sunset) is perfect for warm, glowing shots. Overcast days can give soft, even lighting that works well for details and people.
3. Prep the Space
Before the shoot, tidy up. Remove distractions—cluttered countertops, unsightly cords, or anything that doesn’t belong in the story you’re telling. Think of your vineyard, tasting room, or cellar as a stage.
4. Plan Wardrobe and Props
What your team wears matters. If your brand is rustic and approachable, don’t dress everyone in formal black. If it’s high-end and elegant, make sure the props—like glasses and tables—match that tone.
Bring It All Together
Your photo shoot isn’t just about the photos—it’s about the result: images that draw people in, build trust, and drive action.
And don’t be afraid to repurpose. A single great shot of your vineyard can live on your homepage, in your newsletter, and as part of a tasting room invite.
If It Feels Overwhelming, We’re Here to Help
You don’t have to do this alone. At Highway 29 Creative, our photo and video team specializes in capturing wineries just like yours—transforming your brand’s story into visuals that resonate. Whether you need a full shoot or help refining your ideas, we’re here to make it happen.
Key Takeaways
Final Thoughts
Planning a photo shoot is more than just a to-do list. It’s an opportunity to tell the world who you are, why your winery matters, and why your customers should care. Done right, your photos become more than images—they become connection points between your brand and the people who love it.
Ready to bring your story to life? Let’s work together to create visuals that stop the scroll and sell the story of your winery. Highway 29 Creative is here to help. Reach out today.
Contact Highway 29 Creative
Before someone joins your wine club or buys a bottle of your wine, they need to feel something. Not about wine in general—about your winery. They need to understand who you are, why you do what you do, and what makes your wine, your story, and your experience different.
The challenge? That kind of trust doesn’t happen from a homepage, a product listing, or a one-off Instagram post. It takes time, space, and a story worth telling. That’s where a winery blog comes in.
Your blog isn’t just another marketing checkbox—it’s a tool that builds relationships, earns trust, and moves visitors toward the next step: joining your wine club, booking a tasting, or becoming a loyal fan.
Wine clubs are about commitment, and commitment starts with trust. Younger consumers, especially Millennials and Gen Z, don’t just buy wine; they invest in brands that align with their values and identity. A winery blog is where you can show them who you are beyond the bottle.
You don’t have to write essays. What you need is consistency and a willingness to share.
Here’s the recipe for building trust through your blog:
Share the Process: Show them what happens from vine to bottle—harvest days, cellar secrets, or the people who make it all happen. It’s not about perfection; it’s about authenticity.
Educate Gently: Answer their questions before they ask. “How to pair wine with takeout” is more valuable than you think. “What’s the deal with sulfites?” or “Why does rosé taste so refreshing?” Content like this positions you as both a guide and a trusted voice.
Tell Real Stories: People love stories. Tell them about the history of your vineyard, the winemaker who learned the trade from a grandparent, or the harvest day that nearly went sideways but turned into something magical.
Your blog doesn’t just fill space—it fills gaps in the customer’s understanding of why they should choose you.
Blog Brings Traffic (If you write for the right people)
Search engines love blogs. Google wants to answer people’s questions, and your blog can be the answer. When someone types “best wine for spicy food” or “wine clubs near me,” wouldn’t it be nice if they found your website?
The secret is knowing what people are looking for and being the one who shows up.
Here’s how to attract traffic to your blog:
Write content that answers real questions. Use tools like Google’s autocomplete or answer questions customers ask during tastings. Titles like “How to Pick the Perfect Wine for Summer BBQs” or “3 Reasons to Join a Wine Club” are gold.
Use keywords naturally. “Napa Valley Cabernet” will work harder for you when it’s part of an article like “Why Our Napa Valley Cabernet is a Perfect Pairing for Steak.”
Link to other pages on your site. If someone’s reading about food pairings, link to your wine club or product page. They’ve shown interest—don’t leave them hanging.
Traffic is step one. Trust is step two. Action is the result.
Social media is for moments. Blogs are for meaning. A well-written blog post gives visitors a reason to stay on your website, to lean in, to explore more. The more time they spend with you, the more connected they feel.
Why does this matter? Because wine club memberships aren’t impulse buys. They’re decisions rooted in familiarity, value, and trust.
Here’s the flow:
Someone Googles “how to store wine at home” and finds your blog post.
They learn a helpful tip and stick around to browse your wine selection.
They see a post titled “5 Perks of Joining Our Wine Club” and click through.
Before they leave, they think, Maybe this winery is worth joining.
This isn’t a trick. It’s connection, earned through value.
Turn Readers Into Wine Club Members
Your blog can (and should) lead readers toward a next step. This isn’t about aggressive sales tactics—it’s about giving them the opportunity to say “yes” to something they already care about.
Here’s how to turn blog readers into wine club members:
Include calls-to-action (CTAs): At the end of every post, offer the next step: “Explore our wine club,” “Join today for exclusive releases,” or “Sign up and get 10% off your first shipment.”
Talk about the benefits: Wine club memberships are more than bottles of wine. They’re about experiences, exclusivity, and belonging. Write content like “Why Our Wine Club is the Best Way to Explore New Releases.”
Offer value: Give readers a reason to act. Free shipping, a first-month discount, or early access to limited wines can turn readers into members.
Your blog is the bridge. It takes readers from “interested” to “I’m in.”
A great blog doesn’t live in isolation—it feeds everything else you do.
Share blog posts on social media to drive traffic back to your website.
Feature blog content in your email newsletter to re-engage subscribers.
Use blog content in ads to attract curious audiences searching for answers.
Your blog is the hub of your marketing wheel, providing fuel for every other channel.
Key Takeaways
Your blog builds trust by telling stories, answering questions, and showing your audience why you’re worth their loyalty.
Well-written blog content brings organic traffic to your website through search engines.
Blogs create deeper engagement, giving visitors a reason to stay and take action.
By offering value and clear next steps, your blog can turn curious readers into wine club members.
Final Thoughts
Buying wine is a transaction. Joining a wine club is a relationship.
Your blog is where that relationship begins—where visitors discover your story, learn about your craft, and decide they want to be part of what you’re building. It’s one of the most powerful tools you have to drive traffic, nurture trust, and grow your wine club.
Need help crafting blog content that works? Highway 29 Creative specializes in building content strategies that attract, engage, and convert. Let’s help your winery start telling the stories your audience is waiting to hear.
Contact Highway 29 Creative!
WEBSITE CASE STUDY
DeLille has risen to be one of the most recognized, accessible, and loved wineries in Washington State; they wanted a website that reflects just that!
“We sought out Highway 29 upon recommendations from industry contacts in order to make a custom site that integrated with our third-party winery management platform. Our goal was to harness the flexibility of WordPress while leveraging our WineDirect shop functionality so as to not affect our logistical operations. We now have a custom site that elevates our winery’s offerings and is reflective of our mission and story. Our new site is beautiful, elegant and sophisticated. Our new wine shop highlights the uniqueness of each wine and makes sorting and searching for wines much more effective.
We’ve also elevated our vineyard partnerships and blog through the new design, as well as modernizing calls to action for visitation to both our tasting room and restaurant. This is only the beginning, and we look forward to further site enhancements and continuing to tell the story of our winery’s 30-year history in this dynamic digital age.”
DeLille Cellars did not have website worthy of their brand. It was managed through WineDirect’s content management system and their team found it hard to edit and control. The site lacked a modern aesthetic and felt stale.
They hired our agency Highway 29 Creative to partner with them to design a new website on Wordpress that integrated WineDirect’s cart. Their goal was to have maximum flexibility to manage and edit the website themselves. We worked together to map out their top conversion goals and create a sitemap that was easy for users to navigate. DeLille has a restaurant on property and needed to balance wine e-commerce with on-site visitation.
Their old homepage showed what DeLille Cellars was, but didn’t explain the “why” behind the brand. Too many winery websites make the same mistake of having a simple hero image and then three boxes with links to other pages. Consumers today expect more from a homepage. They are hungry for a storytelling component and what to know what a brand stands for.
We worked with their fantastic team to create a new, modern aesthetic for the website with brighter colors and contemporary fonts. The new homepage introduces the brand to users, provides a summary of their “why” and then calls the user to action. Right away we display the best selling wines and give options for visiting the property.
The old website did not have a clear user journey. The users had to scroll far down the page to discover which wines were for sale. The sub-navigation was difficult to read overlayed on the hero image. Bottle shots were small and hard to discern.
The new shop for DeLille Cellar’s website is clean and inviting. Right away users are greeted with bottles of wine above the fold. We move the sub-navigation to the left side of the page where customers expect to find it. We broke up the options into major categories so users can easily navigate to find the wine they are looking for. User experience research studies prove that when users can find the product they are looking for faster through categories or filtering, they are more likely to convert.
The old product detail page hid the most important elements– the price and add to cart button! Users had to scroll far down the page to buy the wine. We redesigned the page to ensure the call to action was above the fold and stood out.
Our philosophy at Highway 29 Creative is to create product detail pages that provide a rich experience equal to the tasting room. Too many winery websites only have a bottle shot, tasting notes, and the price. They fail to create an immersive and educational experience to sell the wine. We worked with the team at DeLille to identify content they could produce for each wine. We built new sections on the product detail page including reviews, pairing suggestions, and a chance to learn more about the vineyard source and winemaking.
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Search Engine Optimization (SEO) is the key to unlocking consistent, high-quality traffic to your winery’s website. Whether you want to grow your wine club, drive more eCommerce sales, or bring visitors to your tasting room, a well-optimized website ensures your business is discoverable to potential customers searching for what you offer.
SEO isn’t just about throwing in a few keywords—it’s about creating a site that search engines recognize as valuable and relevant while also offering an excellent user experience. Here’s how to optimize your winery website to attract new traffic and grow your wine club.
At the heart of any successful SEO strategy is understanding what your audience is searching for and why. Keywords are the bridge between what potential customers are looking for and the content you provide. For wineries, this could include searches like “best winery in Napa,” “organic wines near me,” or “how to join a wine club.”
How to Use Keywords Effectively:
Research keywords that match your offerings. Tools like Google Keyword Planner or SEMrush can help identify high-traffic terms like “award-winning Chardonnay” or “wine club with free shipping.”
Focus on long-tail keywords that are more specific, such as “family-owned sustainable winery in Sonoma” or “wineries offering virtual tastings.” These attract motivated searchers who are closer to making a decision.
Naturally incorporate keywords into your headlines, product descriptions, and page content. Avoid keyword stuffing—it hurts readability and SEO rankings.
If your winery relies on visitors to your tasting room, optimizing for local search is crucial. Local SEO ensures that when people search for wineries near them, your business appears in the results.
Key Steps for Local SEO:
Create or claim your Google My Business listing. Add up-to-date details, including your address, phone number, website, and photos.
Optimize your website for local keywords, like “wineries in Paso Robles” or “vineyards near Portland.”
Include your location on your homepage, contact page, and metadata. For example, use “Award-Winning Winery in [Your Region]” in your page titles.
Collect reviews on Google and Yelp. Positive reviews improve your visibility and attract potential visitors.
Google prioritizes websites that load quickly, and so do your customers. A slow-loading site frustrates users and causes them to leave, increasing your bounce rate and hurting your SEO rankings.
How to Optimize Load Speeds:
Compress images to reduce file sizes without sacrificing quality.
Use a reliable hosting provider with fast server response times.
Minimize unnecessary code or plugins that slow down your site.
Leverage browser caching and content delivery networks (CDNs) to improve performance.
Content is king in the SEO world. Regularly updating your website with fresh, valuable content improves your rankings and gives visitors a reason to stay longer and return frequently.
Content Ideas for Wineries:
Blog Posts: Write about wine pairings, vineyard updates, or behind-the-scenes winemaking stories. Use SEO-friendly titles like “How to Pair Wine with Summer BBQs” or “5 Reasons to Join Our Wine Club.”
Videos: Create short videos showcasing your vineyard, explaining your winemaking process, or offering virtual tasting tips.
FAQs: Answer common questions about your wine club, shipping policies, or how to store wine. These pages can rank highly for specific searches.
With most website traffic coming from mobile devices, a mobile-optimized site is non-negotiable. Google’s mobile-first indexing also means your site’s mobile version is prioritized in search rankings.
How to Optimize for Mobile:
Use a responsive design that adapts seamlessly to different screen sizes.
Ensure navigation is simple and intuitive on smaller devices.
Optimize your mobile checkout process to make it easy for customers to shop or join your wine club.
Metadata helps search engines understand your site’s content. Titles, descriptions, and image alt text are all essential for improving your SEO and accessibility.
Best Practices for Metadata:
Write clear, keyword-rich meta titles and descriptions for every page. For example, “Join the Best Wine Club in Oregon – Exclusive Perks and Award-Winning Wines.”
Use descriptive alt text for images, like “A bottle of Merlot in front of a vineyard during sunset.”
Keep URLs clean and concise. A URL like “www.yourwinery.com/wine-club-benefits” is better than “www.yourwinery.com/page123.”
Backlinks—links from other reputable sites to yours—signal to search engines that your site is trustworthy and valuable. The more high-quality backlinks you have, the better your SEO rankings.
How to Earn Backlinks:
Collaborate with local tourism websites, wine blogs, or travel influencers who can feature your winery and link back to your site.
Write guest blog posts for wine industry websites or foodie publications.
Encourage satisfied customers or wine club members to write about your winery and link to your site.
SEO isn’t a one-and-done task—it requires ongoing effort and adjustments. Regularly monitor your website’s performance to see what’s working and what needs improvement.
Tools to Use:
Google Analytics: Track traffic, bounce rates, and conversions.
Google Search Console: Monitor your site’s search performance and identify issues like broken links or crawl errors.
SEMrush or Ahrefs: Analyze keyword rankings and backlink profiles.
Use keywords that align with customer intent, focusing on both general wine terms and long-tail phrases.
Optimize for local SEO to attract visitors to your tasting room.
Improve load speed and ensure your site is mobile-friendly to enhance the user experience and rankings.
Create engaging, shareable content like blog posts, videos, and FAQs to drive organic traffic.
Invest in metadata, alt text, and backlinks to boost your site’s visibility and authority.
Continuously track your SEO performance and make adjustments to stay competitive.
A strong SEO strategy can transform your winery’s online presence, driving new traffic and converting visitors into loyal wine club members. By optimizing your website for search engines and user experience, you ensure your winery stays top of mind for potential customers.
Ready to take your SEO to the next level? Highway 29 Creative specializes in helping wineries build search-optimized websites that grow traffic and drive results.
Let’s get started, contact Highway 29 Creative!
Our Mission
VinterActive began in 2002 with the goal of helping wineries succeed by leveraging the best practices of consumer direct marketing.
A pioneer in DTC wine marketing, VinterActive has served as a trusted partner to hundreds of U.S. wineries providing original research, innovation and software solutions that have helped more wineries sell more wine than anyone else in the business.
While marketing methods have changed over the years, our commitment remains the same: to deliver the tools, knowledge and service you need to maximize your share of the wine industry's fastest growing sales channel.
Bryan St. Amant
Founder & CEO
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Locations | Address | State | Country | Zip Code |
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VinterActive LLC | 9548 Wellington Circle, Suite #104, Windsor | CA | United States of America | 95492 |