Don’t Hibernate This Winter: Build a Winery Marketing Strategy That Works

Harvest is wrapped up, tasting room traffic is slowing down, and now is the perfect time to pause and reflect. The slower winter months aren’t just for catching your breath—they’re a great opportunity to evaluate, plan, and prepare your winery’s marketing strategy for 2025.

Why Your Winery Needs a Marketing Strategy

If you read that last paragraph and thought….wait, what marketing strategy? There’s a good chance you’re leaving money (and potential customers) on the table.

A good marketing strategy doesn’t mean overcomplicating things. It’s about setting clear, achievable goals and creating a solid plan to achieve them. Without a clear marketing strategy, you’re more likely to waste resources on last-minute efforts that don’t deliver results.

Evaluate What Worked This Year

Before diving into next year, take a hard look at what worked—and what didn’t—in 2024. A little reflection can save you from repeating mistakes and help you double down on successful tactics.

Ask yourself:

• Which ad campaigns, promotions, or events delivered the best ROI?
• Did your wine club membership grow? If not, why?
• Were there missed opportunities, like an underutilized social channel or a promotion that needed better timing?

Pro tip: Go beyond gut feelings—dig into the data. Analyze website traffic, email engagement rates, and social media performance to get a clearer picture of what resonated with your audience.

Refresh Your Winery’s Online Presence

The slow season is the perfect time to tidy up your website, Google Business profile, and social media accounts. A little maintenance now can ensure customers have the best possible experience, no matter how they find you.

Ask yourself:

• Is your website up-to-date with current hours, events, and offerings?
• Are your Google Business photos fresh and reviews responded to?
• Does your social media reflect your branding, or is it due for a refresh?

Pro tip: Mobile optimization isn’t optional. If your website still loads awkwardly on phones, it’s time to fix it. Today’s wine consumers are doing more research online than ever before.

Think About Visuals

While you’re going through your website and other marketing materials, consider visual elements as well. A winery’s photos and videos are super important—but capturing great content requires planning ahead. The best moments to shoot, like harvest or spring growth, only come around once a year.

Ask yourself:

• Do your current photos and videos tell the story of your winery?
• Are you missing key visuals, like wine club perks or event highlights?
• Do you have enough evergreen content for ads and social posts year-round?

Pro tip: a shot list that includes everything from the vineyard to the tasting room, focusing on images that can be used across campaigns.

Set Your Marketing Budget

No one likes to think about spending money, but a well-thought-out budget keeps your marketing efforts focused and effective. Use what you learned in 2024 to create a dedicated marketing budget for 2025.

Ask yourself:

• How much will you invest in digital advertising, like social media and Google ads?
• What’s your budget for content creation (photography, videography, graphic design)?
• Should you leave room for unexpected opportunities, like promoting a surprise award win?

Pro tip: Consider tracking marketing expenses monthly to stay on top of your spending. It’ll make next year’s evaluation even easier.

Plan Your Ad Campaigns

With your 2024 insights and 2025 budget in hand, start mapping out your ad campaigns for the year ahead. A little upfront planning can make your marketing more effective and your life less stressful.

Ask yourself:

• What do you want to promote in 2025—seasonal releases, wine clubs, events?
• Are there target audiences you didn’t reach last year (out-of-state wine lovers, local foodies)?
• What’s the best timing for your campaigns to align with harvest, releases, or slower months?

Pro tip: Consider these campaigns when creating the shot list mentioned above.

Plant the Seeds of Success Today

Building a strong marketing strategy is no different from running a vineyard or crafting wines—it takes intention, reflection, and a plan. You wouldn’t plant a vineyard without evaluating the soil or considering the climate, and you wouldn’t bottle a wine without carefully selecting the right varietals. The same thoughtful approach can set your winery up for a successful 2025, helping you grow your business while staying true to your unique story.

Need help turning your ideas into action? Let’s talk about how we can make your 2025 marketing strategy your best one yet.