Why Your Winery Isn’t Growing on Instagram
The vineyard mist settles at dawn, quiet, unassuming. The grapes glisten like thoughts waiting to be spoken. Your winery is alive — your land, your hands, your story. And then you open Instagram.
You post the bottle. The vineyard. A smiling team. And the silence stays. No comments, no shares, no real touch.
Because wine is a story — not a product.
And yet, so many wineries treat Instagram like a catalogue.
If you’ve felt this gap — that what you are showing doesn’t quite land — this letter is for you. These are the gentle truths, the quiet nudges, the unwritten directions that can help you turn your feed into something people don’t just see, but feel.
1. You’re Posting Without Purpose
You share the bottle release. A winemaker selfie. The vineyard at golden hour.
But what you don’t share is why. Who it matters to. What memory you hope it carries. What feeling you’re inviting.
Wine needs meaning.
It needs an open door to someone’s life. The collector looking for solace. The curious drinker chasing slow moments. The sommelier longing for depth.
If you don’t give your audience a reason to pause — to care — the post will drift away like autumn leaves.
2. Your Photos Are Beautiful — But Empty
Yes: your photography is strong. The lighting, the colours, the framing — all of that is working.
But the moment someone lands on your post, they scroll on. Because yes — they see you, but they don’t feel you.
There’s no headline that stops them. No text that echoes their own longing.
It looks premium — yet it whispers nothing at all.
When someone pauses, let them ask: Why does this matter to me?
Give them that question — and then just enough of the answer to make them stay.
3. You Ignore Design
You might think: “Design is secondary.” I’d say: design is soul.
Your fonts clash. Your layout is chaotic. Your colour palette is invisible.
If your post design doesn’t feel like you — like your mood, your place, your voice — then your story loses its anchor.
A good image with weak design is like great wine in a chipped glass. The experience is robbed.
Let design hold your story. Let it whisper, softly: “Here’s your invitation.”
4. You’re Not Creating Value
Let’s be honest: Instagram isn’t about you. It’s about them.
Your audience — they want something. A little lesson. A memory. A spark. A shareable thought.
If all you post is “buy bottle”, “look at vineyard”, “we did this” — well, it doesn’t stick.
Create posts that help, that teach, that resonate. Let them save it. Let them share it.
Let them come back.
When you give value — the cork opens quietly, effortlessly.
5. You Talk to Everyone — and So End Up Talking to No One
Are you aiming for sommeliers, casual drinkers, collectors, event planners?
Each of them lives in a different feeling space.
Yet you write one caption, post one image, and hope it lands everywhere.
Stop.
Choose your who. Write for them. Design for them. Let your content breathe. Let it speak calmly to the right person at the right moment.
And occasionally, speak to someone else in a separate post.
6. Your Posts Feel Like Ads — Not Invitations
People are tired of being sold to.
Let your feed feel like a door opening, not a billboard shouting.
Wine is not a product to buy. It’s a memory to embrace, a moment to hold, a story to carry.
So your posts: let them feel like that.
An invitation to linger. To reflect. To share. To make a small ritual out of clicking, reading, liking.
Not a transaction — but a conversation.
7. You Expect Results Without a Strategy
Posting is not a strategy.
Design, storytelling, structure — that’s where growth lives.
If you wander into Instagram without map, without rhythm, without reflection — it’s like planting grapes in untended soil.
Set your rhythm. Know your tone. Define your goal.
Every post becomes intentional. Every image, every word, every layout serves something.
Then growth begins. Quietly, steadily, with soul.
Ready to Make It Work?
If you’ve felt something in the way SOMM DIGI moves on Instagram — that quiet clarity, the simplicity, the mood — you can build your own version, too.
Because your story matters.
Your place matters.
And the people you could touch? They’re out there, waiting to pause.
I’d love to share the strategy with you.
No fluff. No hard sell. Just 15 minutes, face to face.
Only for winery owners or digital marketing directors who are ready to move deeper.
