Your Winery Marketing Calendar: What to Promote (and When)

Key Takeaways

A consistent marketing calendar helps wineries avoid costly, last-minute promotions.

Seasonal planning allows you to align campaigns with tourism trends, product launches, and club cycles.

Focus on a few strategic goals each quarter—then build your marketing around them.

Successful winery marketing isn’t about doing everything—it’s about doing the right things at the right time.

This guide offers seasonal suggestions that work for wineries of all types, from estate vineyards to urban tasting rooms.

If you’ve ever found yourself throwing together an email last-minute or scrambling for social content before a big event, you’re not alone. Many wineries operate this way—but those spur-of-the-moment marketing efforts often fall flat.

Running one-off promotions or fly-by-the-seat-of-your-pants campaigns may feel flexible, but they’re usually less effective—and more expensive. The most successful wineries plan ahead, aligning their marketing with seasonal opportunities, business goals, and customer behavior.

This guide breaks your year into manageable seasons with ideas you can adapt to your winery’s unique operations—whether you grow your own grapes, operate year-round, or rely on peak tourism weekends.

This guide gives you a clear, seasonal roadmap you can tailor to your own winery’s flow. Use it to guide your campaigns, brainstorm timely content, and stay proactive all year long.

How to build your winery marketing calendar

Before you plug anything into a spreadsheet or scheduling tool, step back and look at the big picture:

Choose your top 3 goals per quarter

Think beyond “sell more wine.” Are you trying to increase wine club signups? Grow your email list? Promote new experiences? Naming clear goals will help you focus your efforts.

Match promotions to your tasting room flow

If your winery sees seasonal foot traffic, plan your promotions to align with busy and slow periods. No sense in pushing hard for reservations when you’re already booked—or trying to sell large bundles when tourism is slow.

Layer in digital tools

Use email, social media, SEO, and digital ads to complement what’s happening in the tasting room. For example, if you’re launching a new wine flight or event, get it on your homepage and start teasing it on Instagram early.

Stay flexible

Weather, harvest timing, regional events, and tourism trends can all shift your plans. Build in room to pivot so your marketing always reflects what’s actually happening on the ground.

Winter (Jan–March): Set the stage for the year

Winter tends to be quieter in the tasting room, but it’s a powerful time to work behind the scenes and reconnect with your most loyal customers.

Plan your campaigns and promotions for the year
Launch or refine your wine club strategy
Promote shipping specials or bundled offers to past visitors
Share storytelling content (e.g., meet the winemaker, vineyard updates)
Focus on brand awareness, especially through email and social

Spring (April–June): Kick off tasting season strong

As the weather warms and visitors return, this is the time to put your marketing in motion and make a strong impression.

Promote your tasting room experience and seasonal releases
Host spring events and announce them early
Use email to encourage return visits from past guests
Highlight gift options for Mother’s Day, Father’s Day, and graduations
Ramp up social media and start running geo-targeted ads

Summer (July–September): Capture peak traffic and upsell

This is go-time for many wineries. People are visiting, buying, and sharing—and your marketing should be fueling all three.

Encourage wine club signups and on-site purchases
Promote events, concerts, or food pairings
Use email and social to push seasonal bundles and limited releases
Spotlight user-generated content and reviews
Optimize your local SEO for “wineries near me” searches

Fall (October–December): Finish strong and set up next year

Fall is a season of transition—harvest, holidays, and the end of the year. Your marketing should help you finish strong while planting seeds for next year.

Promote fall events, harvest dinners, and Halloween weekends
Offer holiday gift bundles and shipping reminders
Highlight wine club perks to encourage year-end signups
Share “behind the scenes” content from harvest
Send out a year-end thank you email or recap

Final thoughts: Plan with purpose, promote with confidence

Marketing your winery isn’t about doing everything—it’s about doing the right things at the right time. Use this calendar as a starting point, then adjust to fit your team, your location, and your audience. And if you need help putting the plan into action? We’re here when you’re ready.

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