From vineyard to clicks - Tangoo
06.09.2023 Marketing Pills

From vineyard to clicks

Toast to online success with the winning digital blend!

by Marketing department

How can wineries make the most of the digital marketing potential?

Here we are to explore this opportunity today because the world of wine is constantly evolving, and digital marketing presents an unprecedented opportunity for the industry.

In this reading, we will consider what the winning strategies could be for reaching new customers, boosting sales, and conquering new markets. We’ll uncover how digital marketing can make a difference for wineries, providing valuable tips and insights to achieve success in the wine market.

Let’s begin with a thought-provoking statistic: Global wine consumption continues to rise steadily. In fact, in 2021, a staggering 236 million hectoliters of wine were consumed, indicating a growth of 2 million hectoliters compared to the previous year.

This surge in consumption is attributed to the constant ability of the world of wine to surprise, offering new flavors and the opportunity to embark on new experiences. With each vintage, new aromas and nuances entice wine enthusiasts, fueling their passion for exploration.

The digital landscape presents immense potential with just a click. Digital marketing allows wineries to transcend geographical barriers and reach consumers worldwide. By harnessing the power of the internet, wineries can expand their presence, connect with new audiences, and create lasting impressions.

From social media campaigns that engage and entice wine enthusiasts to e-commerce solutions that facilitate seamless wine purchases, the possibilities are vast.


The Indispensable Weapons for Setting Yourself Apart

The right digital strategy serves as a catalyst for commercial growth and global presence for brands in the wine industry. However, choosing the right channels that can optimize investment is crucial, and the results are never far behind.

The optimal mix is a carefully balanced combination of services, tools, timing, and investments, tailored to each unique business reality and its specific needs and objectives. It is the well-considered sum of individual actions that enables the attainment of maximum results. Among these essential strategies in the wine industry are:

E-commerce Platforms and Websites

Recent data from Statista reveals that global e-commerce sales are projected to reach $6.38 trillion by 2024. Establishing a robust e-commerce platform for wine sales opens up a vast digital marketplace, allowing wineries to reach a broader audience and capitalize on the growing trend of online purchases. Furthermore, in the United States, 60% of wine consumers seek information about producers online, and out of these, 35% visit the website to gather more details. The website serves as a digital storefront, making it an essential channel for businesses. It should be structured effectively to ensure an optimal user experience, thereby fostering trust, interest, and purchases.


Online searches have surged by 50-70% compared to the pre-pandemic era, and the average search time is less than 1 minute. An effective SEO strategy enables businesses to secure top positions in search results.

As consumer behavior shifts towards digital channels, investing in SEO becomes imperative for wine businesses to stand out in the competitive online landscape. By leveraging the right keywords, providing valuable content, and ensuring website accessibility, wineries can enhance their online presence and connect with potential customers actively seeking information about their products. Embracing SEO as a core component of their digital marketing arsenal allows wine brands to navigate the digital landscape with confidence, achieving greater visibility, credibility, and ultimately, success

Social Media

With over 4.5 billion active social media users worldwide, leveraging platforms like Facebook, Instagram, and Twitter becomes essential for wineries to connect with enthusiasts, share captivating content, and build a loyal following.

Today, 43% of users utilize social media platforms for researching, purchasing decisions, and making informed buying choices. Harnessing the power of paid social campaigns can yield impressive results for wine businesses.

Each social media platform offers a unique set of opportunities, logic, approaches, and tone of voice. Understanding these nuances and employing tailored strategies for each platform is key to unlocking the full potential of paid social campaigns.

Data from a report by Sprout Social reveals that Facebook remains the most popular platform for wine businesses, with 89% of wineries having an active presence on the platform. Additionally, Instagram, with its visually appealing format, is increasingly becoming a preferred choice for wine marketing, and 69% of wineries have an active presence on this platform. Implementing effective paid social campaigns not only increases sales but also fosters stronger connections with customers enhances brand loyalty, and fosters a strong online community.

By crafting compelling content and strategically targeting the right audience, wine brands can unlock the full potential of paid social campaigns, achieving tangible results and carving a distinctive presence in the competitive digital landscape. 

Furthermore, collaborating with wine influencers and wine enthusiasts on platforms like TikTok, where the wine community is rapidly growing, can amplify brand visibility and credibility, as consumers often trust peer recommendations and experiences.

Digital Audio & Podcasts

Leveraging digital audio advertising presents a golden opportunity to reach a vast number of wine enthusiasts, boosting visibility and driving sales. With an ever-expanding array of digital radio shows dedicated to wine discussions, advertisers can tap into a highly engaged audience with a passion for all things vino.

The podcast landscape, in particular, forges a unique and intimate connection with the listener, building loyalty episode after episode. Wine-focused podcasts that delve into the history and intricacies of various vintages and wine-making processes are gaining remarkable popularity, making them exceptional channels for advertising wine brands.

According to recent data, the number of weekly podcast listeners in the United States has surged to 80 million, providing an ample audience to target for wine-related promotions.

Brands that capitalize on the captivating storytelling potential of podcasts, conveying their wine’s unique narrative and character, stand to captivate listeners and establish a lasting connection. By carefully selecting relevant podcasts and crafting engaging ad content, wine businesses can expand their reach and create a genuine interest in their offerings.

In-App Advertising

Apps have become an integral part of our daily lives and are now considered indispensable. The sheer number of thematic apps that assist users in selecting wines tailored to their preferences is staggering. Leveraging In-App Advertising within these platforms offers an effective way to promote products while enhancing visibility.

Mobile app usage has experienced steady growth, with smartphone users spending an average of 4.2 hours per day on apps in 2021. Within this landscape, wine-related apps have also gained traction, catering to the increasing interest in wine exploration and appreciation.

It’s worth noting that effective In-App Advertising extends beyond mere promotion. By crafting relevant and engaging ad content, brands can seamlessly integrate into users’ wine exploration journey, establishing a genuine connection with the audience.

To ensure optimal success, wine businesses must identify the most suitable wine-themed apps with a sizable user base. By targeting users with a demonstrated interest in wines and tailoring ad content to match their preferences, wineries can elevate their brand presence and drive conversions.


3 key aspects to consider for maximizing growth opportunities today

Inflation: Turning a Challenge into an Opportunity.

With a 6.6% increase in the cost of purchasing a bottle of wine, consumers may be inclined to alter their buying habits. However, strategic branding efforts aimed at creating a strong brand perception can mitigate or even avoid this contraction. By associating products with quality and value, businesses can ensure customer retention and attract new buyers. Focusing on branding can be a powerful tool to maintain customer loyalty and withstand market challenges.

Millennials and Gen Z: Embracing New Generations for New Opportunities.

Currently, four generations sit at the table with a glass of wine in hand. In 2021, Millennials and Gen Z have been driving the global wine market, generating a significant 12% increase in consumption. Countries like Australia, Sweden, the USA, and the UK witness higher spending by these generations in the wine sector. It is essential to target this audience actively, as neglecting them may lead to an inevitable decline in sales.

These young buyers are digitally savvy, and exposed to thousands of online advertisements daily. Data reveals that Millennials and Gen Z heavily rely on digital platforms for purchasing decisions, with 68% of Gen Z and 67% of Millennials using social media to find new products. Implementing tailored digital marketing campaigns and leveraging the right channels is key to effectively communicating with each generation. To conquer them, creativity and personalization are essential. Developing a robust digital marketing strategy that utilizes the right tools to reach these generations is paramount.

Regulatory Compliance: Harnessing Limitations.

Regulatory constraints are a necessary aspect of the wine industry. However, these limitations present an opportunity for businesses to focus on the right advertising channels, allowing for improved targeting and result optimization.

By understanding and adhering to relevant advertising regulations, wineries can craft campaigns that resonate with their target audience, ensuring compliance and effectiveness.


You can find your relevant place and achieve greatness in a competitive and rapidly evolving market. It’s about promoting your story and value effectively and promoting it globally through digital services. This doesn’t translate into individual actions and sporadic campaigns but involves creating a comprehensive, visionary, integrated strategy. Only with such an approach can you achieve excellent results. Best cases exist, and they prove it.

Have you analyzed your digital strategy and ensured that it is well integrated with the overall business and communication strategy?

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