Wine Marketing: What Actually Moves Bottles in 2025

Wine marketing has never been more values-driven. In a recent survey of over 400,000 U.S. wine consumers, more than 66% said they choose sustainably produced wines to support small-scale farmers—nearly twice as many as those who prioritize environmental benefits. That shift is reshaping how wine is sold, discovered, and talked about.

For brands, this means one thing: act fast on real consumer insights—or get left behind.

What is wine marketing?

At its core, wine marketing is how brands get in front of the right people and stay there. That includes telling a strong story, tapping into values like sustainability, and using tools like beverage analytics to act on what consumers want—fast.

Forget one-size-fits-all strategies. Today’s winning playbook is hyper-relevant, agile, and real-time.

10 strategies that actually drive wine sales

1. Leverage social for 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 counts

Geo-targeted ads around your retail partners? Smart. Low-budget brand awareness campaigns on Meta? Also smart. With the right campaign structure, even $500 can generate tens of thousands of views—many of which turn into shelf pickups.

3. Tap influencers (but do it well)

The wine world has its own microcelebs. Partner with influencers who know your category and align with your values. Bonus if they create recipes, events, or unique pairings—like this gut-boosting berry wine kombucha.

4. Run smart giveaways

Want growth? Give away wine-adjacent products like glassware or wine fridges in exchange for follows or shares. Cross-promo with cheese brands or kitchen tools can double your reach.

5. Host live or virtual events

Nothing replaces a great sip in the right setting. Whether it’s a media-only winemaker dinner or a virtual tasting for your mailing list, events create deeper connections. They’re also a great time to test messaging around new wine trends and track reactions.

6.Email still wins

Don’t sleep on email. From welcome flows to “back in stock” triggers, this channel is one of the most efficient for driving DTC revenue. Pair strong visual content with beverage industry data to guide product picks.

7. Optimize your packaging claims

Consumers don’t just want beautiful—they want to know. Is it vegan? Sustainable? Low-sugar? Use beverage analytics to pinpoint which claims are trending in your market and act fast. One well-placed claim can sway an in-store decision.

8. Drive sales with food pairings

Pairing wine with food is nothing new. But doing it based on what people are actually cooking at home? That’s a game changer. Tastewise data shows pairing red blends with rich plant-based dishes is climbing fast. Align with food marketing trends for deeper reach.

9. Market based on moments

How are consumers really using your wine? Is it their Friday night go-to or a brunch staple? Dive into beverage industry data that reveals context, not just category. Then shape your message to fit.

10. Measure, test, repeat

Look at open rates. Track conversions. Watch sentiment. And most importantly—move quickly. The brands that win don’t wait until next quarter to adjust. They act in real time.

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:

• Price: Consumers now expect a reason behind your cost. Is it small batch? Organic? Add value through storytelling.
  
• Product: Think beyond red and white. Organic, low-ABV, canned, sustainable—innovation is everything.
  
• Place: Shelf and eComm visibility are just as key. Retail targeting ads can help you win in-store placement too.
  
• Promotion: Mix traditional and digital. Influencers, events, and CPG marketing tactics all play a role.
  

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. 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 purchase