Why Winery Marketing Needs a Strategy

Imagine driving through Napa Valley without GPS. You might eventually get somewhere, but probably not where you hoped. That’s exactly what happens when a winery markets without a clear plan.

Many wineries get caught up in the excitement of producing amazing wine, hosting tastings, or growing grapes. But when it comes to marketing, they often rely on guesswork, trying random things without knowing what works.

A marketing strategy is your winery’s roadmap. It helps you:

• Identify your ideal customers
  
  

• Use your budget wisely
  
  

• Track what’s working (and what’s not)
  
  

• Reach more people and turn them into loyal fans
  
  

Without one, your winery could be spending money and time with little to show for it.

Mistake1: No Clear Strategy or Business Plan

Too many wineries market “on the fly.” They post a few times on social media, run a quick ad, or send a newsletter—without tying it all to a larger goal. That leads to confusion, wasted budgets, and low returns.

A clear marketing plan should include:

• Who you’re targeting (your audience)
  
  

• What you want to achieve (your goals)
  
  

• How you’ll measure success (KPIs like email opens or sales)
  
  

• Your monthly or seasonal calendar
  
  

When everything fits together, marketing becomes more powerful—and predictable.

Pro Tip: Start with a 90-day marketing plan. It’s easier to manage and lets you adjust based on results.

Mistake 2: Ignoring Data and Analytics

Have you ever posted something online and had no idea if it helped your business? That’s what happens when you don’t use data.

Marketing analytics shows you:

• How many people visited your website
  
  

• Which email led to a sale
  
  

• What type of content your audience enjoys
  
  

With tools like Google Analytics, Meta Ads Manager, or email campaign reports, you can fine-tune your efforts instead of flying blind.

Example: If a blog post about food pairings got 5x more traffic than a post about harvest news—create more food-related content!

Mistake 3: Treating Your Website Like a Brochure

Your website isn’t just there to “look pretty.” It’s your online sales rep, available 24/7.

Wineries often make these website mistakes:

• No way to book tastings online
  
  

• Hard-to-use shopping carts
  
  

• No mobile version (bad news for phone users!)
  
  

• Slow loading speed
  
  

Customers expect websites to be fast, helpful, and easy to use—especially on phones and tablets.

Fix This: Make sure your website loads in under 3 seconds and that buttons and text work perfectly on small screens.

Mistake 4: Neglecting SEO Best Practices

Search Engine Optimization (SEO) helps your winery show up on Google when people search for “best wine in Sonoma” or “romantic vineyard tours.”

But here’s what many wineries skip:

• Not using keywords in titles and pages
  
  

• Ignoring page speed and mobile usability
  
  

• Never updating old blog content
  
  

That’s like planting grapes and never watering them. SEO needs regular care to grow traffic and sales.

 Quick Win: Add location-based keywords to your pages—like “Family Winery in Paso Robles”—to attract local visitors.