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8 innovative marketing ideas for wineries in 2024

8 innovative marketing ideas for wineries in 2024

Forward-thinking product storytelling for wine enthusiasts and newcomers

Reserve Pinot Noir featuring a medieval King Richard lion with its custom wooden gift box
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In a world brimming with choices, grabbing consumers' attention is an art, and in the wine industry, standing out is essential. It's very important this year to get the attention of new wine drinkers, even people that you may have never considered in your marketing plan.

To compete effectively, wineries must employ novel and forward-thinking marketing strategies. Here are 8 innovative ways to inspire action from wine enthusiasts and newcomers alike.


  1. Living wine labels: Utilize QR codes on labels for immersive storytelling experiences, deepening brand connection and setting wineries apart.
  2. AI-powered virtual sommeliers: Enhance at-home tasting experiences with personalized suggestions, driving sales and fostering loyalty through convenience and innovation.
  3. Sustainable sips: Lightweight bottles signify eco-consciousness, aligning with consumer values and endorsing environmental responsibility.
  4. Hyperlocal wine clubs: Curate local wine experiences, fostering community and loyalty through exclusive selections and collaborative partnerships.
  5. 'Unboxed' wine subscriptions: Deliver bottles in unbranded packaging for surprise and engagement, encouraging social media sharing and attracting new subscribers.
  6. Podcasting: Connect with audiences through storytelling, sharing winery narratives and industry insights to build relationships and drive sales.
  7. Wine-and-read book pairings: Create emotional connections through curated wine and book pairings, enhancing enjoyment and fostering community engagement.
  8. Vineyard glamping: By providing a memorable stay amongst the rows of grapes, wineries not only elevate their customer experience but also create a compelling reason for visitors to extend their stay.

1. Living (almost) wine labels

Imagine transforming your product labels into gateways to your world with a simple QR code. By embedding a QR code on your wine labels, you invite your customers to an immersive storytelling experience. Once scanned, they're transported to the lush vineyards where their chosen wine began its journey, introduced to the passionate winemakers who craft it with precision and care and indulge in the rich history of your winery.

This innovative approach not begins deepens the connection between your brand and its patrons by making each sip a story but also sets you apart in a crowded market. Utilizing QR codes is not just about sharing information—it's about offering an exclusive, behind-the-scenes look into the heart and soul of your wines, captivating new enthusiasts, and satisfying the curiosity of connoisseurs.

This strategic blend of technology and narrative is more than a marketing tactic—it's an invitation to experience the essence of your brand, fostering a sense of belonging and loyalty that turns first-time buyers into lifelong fans.

front and back bottle shots of a Pinot Noir and a Rose using WAK capsules
QR codes link your customers to your brand easily, and they take up very little label real estate

2. AI-powered virtual sommeliers for at-home tastings

In 2024, the at-home tasting experience has been revolutionized by AI. Virtual sommeliers, tailored to suggest and educate on pairings, have enriched the wine exploration at home. Brands that integrate AI into their customer service are finding that the personalized touch and convenience drive sales and foster consumer loyalty.

By offering an intelligent and intuitive sommelier at the touch of a button, you elevate your brand's accessibility, adding value to your product and enhancing the overall customer experience. This cutting-edge approach to customer service not only sets you apart from your competition but also positions your brand as a leader in innovation and technology.

3. Sustainable sips: lightweight bottles

In today’s eco-conscious market, consumers are increasingly prioritizing sustainability in their purchasing decisions, with a marked preference for lightweight glass bottles for their wine selections. This shift isn’t just about reducing packaging; it’s about endorsing a lifestyle that aligns with their values for a healthier planet. Lightweight bottles signify a reduction in carbon footprint during transportation, less waste, and an overall nod to environmental responsibility.

Recognizing this trend, Outshinery stands at the forefront, offering high-quality product photography that magnificently captures the elegance and sustainability of your wine packaging. Our visuals not only highlight the beauty of your eco-friendly bottles but also resonate with the values of your conscious consumers.

With Outshinery, you’re not just showcasing your products; you’re making a statement about your brand's commitment to sustainability. We never require you to ship physical samples which reduces carbon footprint. We also deliver everything online, have remote staff, and contribute 2% of profits to WaterAid Canada.

4. Hyperlocal wine clubs: taste the terroir

A trend that's gaining momentum is the hyperlocal wine club, offering members a taste of the region. These micro-selection subscription services celebrate the unique qualities of small, often unknown vineyards.

By curating experiences that are local, exclusive, and thus more meaningful, wine clubs are crafting devoted communities of connoisseurs. Pair up with other wineries in your immediate region to offer your fans more variety while mutually promoting your region.

Partner with local farms, bakeries, dairies, and other vendors to create community-supported agriculture packs that include wine alongside other local products. This collaborative approach creates a sense of belonging as consumers become invested in the success of their community.

5. The 'unboxed' wine subscription

Unboxing experiences pull at the heartstrings of anticipation and discovery. The 'Unboxed' wine subscription delivers bottles in unbranded packaging, adding an element of surprise. Post-unveiling, subscribers access a dedicated app to scan the label and learn about the wine, promoting engagement and making every bottle a mystery waiting to be solved.

As consumers become more invested in the brand's story, they're compelled to share their experiences on social media. These posts, driven by pure delight and excitement, serve as user-generated content to attract new subscribers.

To make the most of this trend, invest in high-quality bottle shots from Outshinery that showcase your wine's essence and character without revealing its identity. Our visuals will pique the interest of potential customers while maintaining an element of mystery for subscribers waiting to unbox their.

Engraved open wooden shipper box with 6 bottles of Napa Valley red wine
Unboxing videos and live social media feeds let potential customers get a peek into your product and packaging

6. Make a podcast (yes, you can)

As a winery owner, embracing innovative marketing strategies like podcasting can set your brand apart in an increasingly digital world. Podcasts are a powerful tool that allows you to connect with your audience on a deeper level, sharing the stories behind your wines, the passion of your team, and the unique elements of your vineyard.

Start by identifying the topics that resonate with your target audience. This could be anything from the intricacies of winemaking, the history of your vineyard, wine pairing suggestions, or interviews with industry experts. Remember, the goal is to educate, entertain, and engage your listeners, turning them into loyal brand advocates.

Podcasting is more than just a trend. It's a compelling platform that allows you to reach a wider audience, build stronger relationships, and ultimately drive more sales. We've even created a free guide to podcasting for the wine industry, so you can take advantage of this popular medium to grow your wine brand or business.

7. Wine-and-read book pairings

There's something uniquely satisfying about curling up with a good book and a glass of perfectly paired wine. This simple pleasure has long been cherished by many, and now, wineries have a golden opportunity to capitalize on this trend by collaborating with authors to curate bespoke book pairings. Imagine the delight of customers as they receive a specially selected bottle of wine, accompanied by a recommended read that perfectly complements the tasting notes and character of the wine. This innovative concept bridges the parallel worlds of literature and wine in a way that enhances the enjoyment of both.

The power of this idea lies in its ability to create an emotional connection between the customer and the brand. As customers sip their chosen wine while delving into a gripping narrative, they associate the pleasure of the moment with the brand that made it possible. The result is a profound bond that goes beyond the product, tapping into feelings of relaxation, indulgence, and intellectual stimulation.

Wineries can further leverage this strategy by hosting events like book club meetings and author signings, providing a platform for direct interaction between authors, customers, and their wines. Such initiatives amplify brand visibility and foster a sense of community among customers, further strengthening their loyalty.

open single bottle cardboard box featuring a high-end silk screened bottle of a California red wine

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8. Welcome guests with glamping

In the heart of nature and vineyard vistas, wineries are increasingly offering an opulent twist to camping, known as glamping, to allure wine enthusiasts seeking a unique escape. This luxurious camping experience combines the rustic charm of being surrounded by vineyards with the comfort of high-end amenities.

Invite guests to immerse themselves in the tranquility of wine country while enjoying the vineyard in a setting that blends outdoor adventure with indulgence. Our friends at Sfriso Winery in Italy say that when guests come to vineyard glamp, they often spend generously in the tasting room. After all, they don't have to drive home after their experience!

By providing a memorable stay amongst the rows of grapes, wineries not only elevate their customer experience but also create a compelling reason for visitors to extend their stay. Glamping at wineries isn't just about sleeping under the stars; it's about delivering an unforgettable experience that wine lovers will share with friends and family, driving word-of-mouth and repeat visits.

In conclusion

In today's competitive market, standing out is key, and these strategies elevate wineries' marketing efforts to new heights. It’s not just about selling wine; it's about crafting experiences that keep consumers returning for the story, the community, and the taste. Wineries that adopt these innovations will find themselves not just surviving, but thriving in the hearts and homes of wine enthusiasts across the globe.

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