Winery marketing agency

Alcohol advertising is allowed only in certain countries and formats, comes with age targeting requirements, and in some markets carries an additional certification step before campaigns can run. The first job in this niche is establishing exactly what is permitted where you sell, because a campaign structure that ignores it gets disapproved rather than merely underperform.

The second is geography. Direct wine shipping is governed address by address in many markets, and paying for clicks from places you cannot deliver to is the most common leak in a winery account. Targeting is drawn to match the permits you actually hold, and excluded everywhere else.

The third is the vintage problem. Every new release changes the catalogue, so campaigns tied to a specific bottle need a plan for what happens when it sells out. We keep evergreen structure at the varietal and range level, run allocation and release campaigns as short bursts, and put the club, which never sells out, behind the terms that run all year.

Meta permits alcohol advertising in many markets with age restrictions applied at the campaign level, and requires the audience settings to match local legal drinking age. TikTok does not accept alcohol advertising, so a winery's presence there is organic rather than paid, which changes how the content is planned.

What works on Meta is the place. Wine is one of the few products where the landscape is part of the goods, so harvest footage, the crush pad, a barrel being topped up and the winemaker tasting from a thief all outperform bottle shots. Tasting room and event promotion works well locally and feeds the club sign-up that happens in person.

Audiences are built from the club list, from past case buyers and from visitors who joined the mailing list at the cellar door, with lookalikes seeded on members rather than on all purchasers. A single bottle buyer and a club member are different people, and training the platform on the wrong one produces traffic that never renews.

Merchant Center handles alcohol under its own policy, with availability depending on the country and the seller meeting local requirements, so the account setup matters before any feed work. Once listings are permitted, the detail that decides performance is specific to wine.

Titles need the producer, the vintage, the varietal, the region and the bottle size, because a shopper comparing tiles is comparing exactly those things. Vintages are separate products with separate barcodes rather than variants of one listing, which means a release changeover is a feed job as well as a cellar job. Leaving last year's vintage live is a reliable way to disappoint a buyer.

Six packs and mixed cases are bundles rather than multipacks when the bottles differ, and the number of bottles belongs in the title. Shipping settings should carry the real freight cost and the states or regions you serve, and availability should close for wines that have sold through rather than taking orders the cellar cannot fill.

The questions people put to search engines and assistants about buying wine online are practical: can wine be shipped to my state or province, does someone have to sign for it, will it be ruined by summer heat, how long can I keep this bottle, what should I serve with it. A winery that answers those on its own pages is the one an assistant quotes when a shopper asks where to buy a wine like this.

Vintage changes make wine SEO fragile. A product page rebuilt for each new release loses whatever authority it had, so the durable structure is a page per wine that carries the current vintage and keeps the older vintages as history on the same address.

Beyond that, the content that earns links and citations is the estate's own knowledge: the vineyard blocks, the season, the fermentation choices, and honest tasting notes that admit what a wine is not. Pairing pages that name specific dishes and link the bottle bring a reader from an answer straight to a case.

Email carries this business. Ad platforms restrict alcohol, the tasting room only reaches people who came, and the club is a list. The rhythm has three parts: the release announcement to members and waiting lists, the pre-billing note before each club charge, and the shipment tracking message that tells someone to be home for the signature.

Allocation is the mechanism that makes a small production feel worth acting on. Members get first access, the mailing list gets what is left, and both messages state honestly how many cases were made. That is a reason to open an email that no discount can match.

The retention flows are where the money is. A card about to expire, a shipment about to be charged while a member is travelling, and a quarter whose selection does not suit a member's taste are all solvable by a message sent early enough. Add a re-engagement sequence for lapsed members timed to the anniversary of their first shipment, and a separate track for visitors who joined at the cellar door and have never ordered online.