Wineries & Pinterest - Owners We Think You Are Missing The Boat

Courtesy Pinterest

Wine Labels, Vineyards, Winery Equipment, Tasting Rooms....these pieces of what it means to go to a winery or market a winery are very visual.  To coincide with that Pinterest is the latest Social Media phenom that works as a visual bulletin board for Fans and Followers.  Pinterest has an overwhelmingly female audience....to the tune of 97%.  That means there are a huge number of wine fans on the platform (both male and female).

That said, when you search for 'Wine' on Pinterest you inevitably get a limited number of organized Pins associated with wine brands and wineries.  Yes, they "might" be on Pinterest but they are not there in any organized way that makes any given brand easy to find or more importantly, easy to share.  You have to search for things when those wineries adding their images to Pinterest don't do it right.

Dig a little deeper and there are plenty of fan Boards of witty infographics, bottle shots, wine crafts, wine art, photos of wine cellars, and brands.  But, the challenge is that the images need to be meaningful and share-able.  It is not as much about selling wine (which would not be a bad outcome, of course) but it's about selling the brand and the imagery surrounding the brand.  The pastoral setting of the winery, the uniqueness and style of the tasting room, the labels, your brand in the hands of your consumer.  You have a romantic product usually set in a romantic location.  Capitalize on it!  Pinterest makes that job so easy in the hands of the right Followers.

If you are not doing this type of Social Media engagement, you should really consider it.  Very much in the same vein as Facebook and Twitter, it is about building a community.  Share the content across all platforms and engage, engage, engage.  Start very broad based and follow the Pins of your Fans, the other wineries in your region, your Staff, and anyone else you think is cool and doing things right.  But, always relate it to your brand just don't try to overtly sell wine...that will most definitely come.  Think of the consumer and have a clear intent to be the facilitator of good content.  Know what your customers like about your brand and give it to them in the most enjoyable way possible.  Sell the idea of your wines and winery as much as the reality of your business.  People will care about both.

Be bold....be interesting and promote your brand.

Keep on tasting!

Chris & Shannon