Wine Marketing Ideas to Steal

What’s wine and content strategy got to do with each other? 

Well, friend, let’s take a seat and open a bottle to talk about it! I’ve got my friend, Sargam Yagnik, of Bollywood Dance Queens,  joining me to talk about wine and content strategy and how the two are definitely related.

Before we dive into the good stuff with wine marketing ideas, Sargam and I met while traveling together with Job Trippin’! We started our friendship in Buenos Aires, Argentina and traveled together throughout Santiago, Chile. Our love for wine (she loves all, I’m more partial to red) brought us together and from there, the collaboration was born!

While in Santiago, Chile, we learned more about the regional wines and of course, indulged in a few of the best wines in the country – which got me thinking that wine and content strategy are similar! We’re diving in to share what connects them and how you can steal these wine marketing ideas for your vineyard, winery, or bodega!



Sargam received her WSET (Wine & Spirit Education Trust) Level 2 Award in Wines and Spirits and is an avid wine drinker (hah!). She shares her knowledge about wines and I’ll be connecting it to content strategy below! Let’s get started:

1. Wine body

Wine can either be light-bodied, medium bodied or full-bodied.
  • Light-bodied wines have lower alcohol content than the medium and full-bodied wines.

You can tell the difference between these wines by the way they feel inside your mouth. Think about how skim milk feels (light bodied wines) versus how full-fat milk feels (full-bodied wines).

To determine whether a wine is full-bodied or light-bodied, you can look at it in a glass.

  • Light-bodied wines have a lower viscosity (they weigh less and move around easier)
  • Full-bodied wines have a higher viscosity (they will leave droplets as you swirl it in your glass)
When we think about wine body, it’s the type of message the wine carries – what can you taste from each light, medium, and full body wine? How does it make you feel and how does it actually feel in your mouth? What does the wine transmit?

2. Wine aroma

Wine aromas are the primary smells in the wine when you put it to your nose. You may smell scents like:
  • Fruits
  • Chocolate
  • Herbs
  • Hints of cinnamon
  • Or other spicy notes

These aromas are what make up the wine bouquet, the secondary and tertiary smells from a wine.

Other factors that also impact the smell of wine are:

  • Grape type
  • What region the grapes come from
  • How the wine is aged
Having said that, what you smell in your glass of wine is highly personal – meaning that we all interpret the smells differently.
For example, a Chardonnay may bring back memories of the smell of wet earth in your hometown right after the rain. If I haven’t lived through your childhood and those experiences, it would be really difficult for me to think of that exact smell!
While the “wine body” is like the message that a particular wine carries – the “wine aroma” is more related to the tone and personality with each one. How it’s expressed and interpreted to the audience, what makes it stand out and how relatable it is to each individual person.

3. Wine pairings

The golden rule of wine pairing is to pair similar things together.
You DON’T want your wine to overpower your food or vice versa! 
For example, a full-bodied red wine would go really well with steak. In this instance, we are matching the richness of the wine with the richness of the steak.
Food with high acidity (ie: lemons, tomatoes, vinegar), however, go really well with wines with high acidity. The acidity from your Sauvignon Blanc actually helps counter the acidity from your high acidic salad dressing!
Lastly, sweet foods go well with sweet wine. For example, applesauce would pair really well with a Riesling. If you want to go one step further though, pair your dessert with ice wine! Icewine is knowns as a dessert wine because the grapes are harvested while they are still frozen. This means that the grape juice is highly concentrated and a lot sweeter. You can even pour it on top of your cake like syrup!
From the wine body to the wine aroma, wine pairings bring two different points together to create synergy. When we pair wines together, we highlight the body and aroma to work with a separate taste – creating unique flavors and pairings that heighten the experience.
wine marketing ideas


Thank you, Sargam, for giving us a brief overview of wine body, aromas, and pairings! When understanding this, I find that there are 3 main aspects that make it relatable to content marketing and strategy. Let’s dive into them:

1. Message

The message your business and brand has is like the wine body. This can be broken down further to your content and the message you want your content to have.

Like wine body (being light, medium, or full), each piece of content carries a separate message and purpose. Are you creating:

  • Brand loyalty
  • Brand visibility
  • Connecting with your audience
  • or positioning yourself as an expert

From there, if we focus on one message, our audiences can better understand what they’ll receive.

LEARN how to create content for social media with your message, so you bring in a community of loyal fans and clients!

Like in wine body, the message can be thought of like this:

  • What do people get from your brand’s message?
  • How does the message make them feel and how does it actually feel when they interact with them?
  • What’s the message your brand transmits to your ideal audience?

When we have a clear message and set expectations for each piece of content, our audience can better understand what they’ll be receiving on the other end.

READ: 5 Ways To Define Your Brand Personality

2. Brand Voice

Does your content have a clear brand voice that connects and guides your audience to where you want to take them?

In content marketing, having a clear brand voice that sets you apart from the competition is one of the easiest ways to create:

  • Brand loyalty
  • Build a community
  • and Brand visibility

Just like in wine, the “wine aroma” is personal to each brand and its values, experiences, and message. Let’s break it down further:

“Wine aroma” = Brand voice

Setting the tone for your brand voice, how it will be interpreted, what makes it relatable and stand out from other businesses is what creates the best relationship with your clients. Use your brand voice to connect with your audience emotionally, be relatable, and stand out from everyone else.

READ: How to Harness Your Brand Voice (and dazzle!)

3. Community

Before we dive into the community aspect of content marketing, I must ask: What’s the goal of your content?

If you’re unclear on the goal and purpose of your content, this is where we need to take a few steps back and focus on the brand message and brand voice to craft a clear goal in mind.

Through our work at The Quirky Pineapple Studio, our main focus is to help our clients create an engaged and loyal community through content strategy, all using their specific brand message and brand voice. Let’s connect that back to the wine pairings and how that relates.

Sargam talked about wine pairings and how putting two distinct (but similar) flavors together brings out more aromas and tastes from both pairings. For example, sweet wines with your desserts or full-bodied wines with steak – as both complement each other and have similar richness, flavors, and accents.

Your content strategy needs to pair your brand message and your brand voice together, to create content that not only is engaging but also relatable and pairs perfectly to create a community feel. When you create content that has:

  1. A clear message
  2. An engaging brand voice
  3. and content that your audience looks for and wants

You start to create a community that feels excited and eager to learn and buy from you!

Wine Marketing Ideas to Steal

So, how do you market your wine, vineyard, or bodega to create a community of loyal clients and brand loyalty?

Tying it all together, here’s what Sargam and I connected around wine and content strategy:

  • Body = Brand message
  • Aroma = Brand voice
  • Wine pairings = Community

From those three things – here’re some wine marketing ideas to steal:

  1. Develop a clear message and story around your wine brand
  2. Hone in on the voice of your brand and how it ties to your winery values, mission, and story
  3. Understand what your community wants, needs, and feels inspired by –> create your content from there to pair with your message and brand voice

BONUS TIP: Wine is considered a “lifestyle” purchase, which means that most people need to imagine themselves drinking the wine, serving it, tasting it, etc. Content needs to come from this perspective – tied in with the brand message and voice!

Alright, enough with the wine and content strategy talk – I must know…

Red, white, or rosé? I prefer red! Let me know in the comments below!

Want to work together on your content strategy for your winery? Schedule a Strategy Session with me to see what we can pair together (heh, pun intended)!

*This post was sponsored by Job Trippin’, but all wine knowledge and content strategy knowledge is my own and Sargam’s! Thanks for supporting The Quirky Pineapple Studio!

Learn more about Sargam and Bollywood Dance Queens here.

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