Wine Marketing: What Actually Moves Bottles in 2025

Wine marketing is now more values-driven than ever. In a recent survey of over 400,000 U.S. wine consumers, 66% said they choose sustainably produced wines to support small farmers—nearly twice as many as those prioritizing environmental benefits.

This shift is changing how wine is sold, discovered, and discussed.

For brands, the message is clear: act on real consumer insights—or risk being left behind.

Let’s explore how wine marketing and branding are changing to meet the growing demand for sustainability.

What is wine marketing?

Wine marketing is all about promoting and selling wine to consumers.

It means building a brand, creating strategies, and using different channels to connect with potential customers.

It also involves working closely with distributors, retailers, and other industry professionals while telling a compelling story.

These days, the wine industry has seen a big shift toward more sustainable practices, which has changed how wine is marketed and branded.

With consumers becoming more mindful about their choices, they’re looking for brands that share their values and beliefs.

10 strategies that actually drive wine sales

1. Leverage social for the community – not just likes

Your future buyers are already there. Instagram and TikTok drive wine discovery, especially among younger audiences.

Build a content engine that educates, entertains, and connects.

Don’t just post bottles—share winemakers’ stories, behind-the-scenes shots, and food pairings tied to white wine trends or red wine trends.

2. Use paid social to drive traffic where it matters

Paid social campaigns are a great way to connect with your audience and get real results.

Running geo-targeted ads around your retail partners? A smart and effective way to turn online interest into in-store traffic.

Low-budget brand awareness campaigns on Meta or Instagram? Also a great move for building visibility and attracting new customers.

With the right setup and precise targeting, even a $500 budget can get you tens of thousands of views.

Even better, those views can lead to real-world actions like more shelf pickups or visits to your retail partners.

The goal is to make your campaigns work smarter, not harder, so you get the most impact.

3. Tap influencers (but do it well)

The wine world has its own mini-celebs and niche personalities with loyal fans.

Team up with influencers who really get your category, love your brand, and share your values.

Authenticity is everything—work with people who are genuinely passionate about wine and can connect with their audience in a real way.

Bonus points if they whip up recipes, host events, or create unique pairings to highlight your product—like this gut-boosting berry wine kombucha.

Partnering with the right influencers can get your brand in front of an engaged, wine-loving crowd.

4. Run smart giveaways

Looking for fast growth? Run giveaways that offer wine-adjacent products like elegant glassware, wine fridges, or personalized corkscrews in exchange for follows, shares, or sign-ups.

These prizes are practical, and fun, and appeal directly to wine enthusiasts, making them more likely to participate.

Want to take it a step further? Collaborate with complementary brands, like artisanal cheese makers, charcuterie boards, or kitchen tools.

Cross-promotions like these can double your reach, attract a wider audience, and introduce your brand to potential customers who share your values and interests.

5. Host live or virtual events

Nothing replaces a great sip in the right setting, and hosting events is a powerful way to create memorable experiences for your audience.

Whether it’s an exclusive, media-only winemaker dinner at a stunning venue or a virtual tasting session for your mailing list, events help foster deeper connections with your brand.

They also provide a unique opportunity to engage directly with attendees, answer questions, and share your story in a more personal way.

Plus, events are an ideal platform to test messaging around new wine trends, gather feedback, and track audience reactions in real-time, helping you refine your strategies and stay ahead in the industry.

6. Email still wins

Don’t underestimate the power of email. From automated welcome flows to triggered “back in stock” notifications, email remains one of the most cost-effective and reliable channels for driving DTC revenue.

With the right strategy, you can build meaningful connections with your audience while boosting sales.

Combine strong, eye-catching visual content with insights from beverage industry data to personalize product recommendations and keep your subscribers engaged.

Consistency and relevance are key to making email a cornerstone of your marketing strategy.

7. Optimize your packaging claims

It’s not just about looking good—consumers want transparency and information.

They want to know if your product meets their values and needs.

Is it vegan? Sustainable? Low in sugar? Highlighting the right claims can make all the difference when it comes to in-store purchasing decisions.

Use beverage analytics to identify which claims are resonating with your target audience and trending in the market. The faster you act, the more likely you’ll be to capture attention.

A single, well-placed claim on your packaging can be the deciding factor for a customer choosing your product over a competitor’s.

8. Drive sales with food pairings

Pairing wine with food is nothing new, but tailoring those pairings based on what people are actually cooking at home? That’s a game changer.

Tastewise data shows that pairing red blends with rich, flavorful plant-based dishes is climbing fast as consumers embrace vegetarian and vegan meals.

By aligning your wine offerings with popular food marketing trends, you’ll appeal to a broader audience and create a deeper connection with how customers are dining today.

Think beyond the traditional steak-and-cabernet combinations and explore untapped opportunities.

9. Market based on moments

Understanding how consumers truly enjoy your wine is key to creating a marketing message that resonates.

Is your wine their Friday night go-to after a long week?

A staple for brunch gatherings with friends?

Or perhaps the star of quiet, at-home date nights?

Dive into beverage industry data that uncovers not just what customers are buying, but the context behind their purchases.

With this insight, you can shape your messaging to fit specific moments, making your brand feel more personal and relevant in their lives.

10. Measure, test, repeat

The secret to staying ahead of the curve is agility. Look at open rates on your email campaigns. Track conversions across platforms.

Monitor consumer sentiment on social media. But most importantly, act quickly.

The best brands don’t wait for the next quarter to make adjustments; they adapt their strategies in real-time, based on what the data tells them.

Testing new approaches and refining your tactics as you go ensures you’re always hitting the mark with your audience.

Not sure which wine marketing tactic to prioritize next? We’ve packed the best strategies, backed by real consumer behavior, into one sharp guide made for CPG marketing leaders.

What are the 4Ps of wine marketing?

Price, product, place, promotion. Yes, it’s the classic model—but here’s the 2025 remix with a focus on the evolving wine market:

Price

Today’s wine consumers aren’t just looking at the cost—they expect a story behind it.

Is your wine a small batch? Organic? Biodynamic? Transparency adds value.

Share the journey of your product, from vineyard to shelf, to justify premium pricing and build trust.

Product

It’s no longer just about red, white, and rosé. Modern consumers crave diversity, innovation, and sustainability.

Think organic wines, low-ABV options, canned wine, and other eco-conscious alternatives.

Tailor your offerings to emerging trends and niche markets to stand out.

Place

Visibility is everything. It’s not just about the store shelf anymore—eCommerce has become a critical battleground.

Focus on a strong online presence and partnerships with retailers where your customers shop.

Retail-targeting ads and collaborations can help secure better in-store placement to maximize exposure across all sales channels.

Promotion

A successful strategy blends the old with the new. Traditional advertising still has its place, but combining it with digital tools amplifies results.

Leverage influencers, host engaging events, and adopt smart CPG marketing tactics to connect directly with your audience.

Use social media to tell your brand’s story and drive loyalty.

How to market wine to Gen Z?

This group is values-driven and community-first. They’re reading labels for eco-signals, favoring brands that support causes, and skipping traditional alcohol. To connect:

• Show your sustainability chops. This sustainable poached pear recipe hits both indulgence and ethics.
• Keep it visual. Gen Z doesn’t read brochures—they scroll.
• Use creators they trust. And make it social-first.

How do I promote my wine shop?

Local SEO, Google reviews, Instagram reels, and in-store events are key components of beverage marketing.

It’s about building both foot traffic and digital presence. Partner with nearby businesses, run wine and cheese nights, and tap local micro-influencers.

How do you push wine sales?

Easy. Start with demand signals, not assumptions. Use platforms like Tastewise to see what’s actually trending—whether it’s white wine trends tied to wellness, or red wine trends paired with comfort food. Act on that data. Fast.

FAQs

What’s the biggest wine trend to watch right now?

Low-intervention and health-forward wines. Also, canned wines and spritzes are growing fast.

Do food and beverage trends really impact wine sales?

Absolutely. Food marketing and pairing strategies heavily influence the purchase.