Marketing to the Experience-Seeker and the Wine Aficionado—Without Losing Either 

Picture this: It’s Saturday morning. Someone’s scanning their calendar, trying to decide how to spend their one precious day off. Your winery is on the table—but so is a beach weekend. A brewery. A picnic. A quiet house and a good show. 

The question they’re really asking isn’t which winery—it’s: 

“Is this worth lining up a babysitter?” 
“Is it worth the drive?” 
“Is it worth putting on real pants?” 
“Is it worth giving up my only free Saturday?” 

This is the actual competition. You’re not just competing with neighboring tasting rooms—you’re competing with every other way people could spend their limited time and energy. 

Meet People Where They Are 

Wine is special. But no matter how complex the tannins or rare the clone, most people aren’t coming out just to sip a well-structured red. They want a moment. A memory. A vibe. 

That doesn’t mean you abandon the wine nerds who do care about the soil pH and barrel program. It means you give them all a reason to visit—and to stay. 

The goal: Build an experience that delights the aficionado and the casual drinker. The “I’m here for the vertical tasting” guy and the “I just want a glass of rosé and a view” crew. 

Sell the Full Experience 

People don’t visit wineries just for the wine. They visit for the scenery, the hospitality, the chance to slow down and be present. Your marketing needs to reflect that. 

• Highlight the vibe: Is it laid-back and dog-friendly? Romantic and elegant? Family-friendly with room to roam? 

• Showcase your staff: The people pouring and greeting are part of the experience. Let them shine. 

• Think beyond the tasting: Feature your food pairings, music nights, seasonal views, and hidden nooks. 

…But Don’t Dumb It Down 

Wine lovers—serious ones—aren’t going anywhere. And they want to know what you’re doing in the vineyard. They love the nuance. The subtle oak. The limited block that only gets bottled in perfect years. 

Don’t be afraid to market that. Just make it accessible to the curious, too. 

Try this approach: 

For the wine aficionado: 
“This vintage includes our oldest Syrah vines, aged in neutral French oak for 18 months.” 

For the casual sipper (in the same sentence): 
“…which creates a smoother, more balanced wine with earthy depth and a long finish—great with anything from burgers to brisket.” 

Segment Your Messaging 

Not every email or social media post needs to say everything. Use your platforms wisely: 

• Instagram stories or reels can showcase the weekend vibe, the live music, the sunshine. 

• Blog posts or wine club emails can dig deeper into the wine geek content. 

• Onsite signage or tasting menus can offer a little of both. 

(And if you’re not already segmenting your email lists? Read this first.) 

Build Marketing That Honors Both Worlds 

Ultimately, your winery can be both a place of discovery and a place to unwind. Your marketing should reflect that duality. People aren’t picking between good wine and a good time—they want both. And they’ll choose the winery that makes it clear they can have it.