1. Wine and Consumer: How We Can Talk to the New Consumer

Example: @TheMillennialSomm (Isis Daniel) uses short, engaging videos to break down complex wine topics and make them relatable to a younger audience. Her use of TikTok trends and fun captions makes wine accessible and less intimidating, a great way to connect with new consumers.

Post Idea: Create Reels or Stories that explain wine pairings or tasting notes in a light-hearted way, using memes or current social trends to catch attention.

You can see more such influencers targeting young audiences: 
https://www.wineenthusiast.com/culture/wine-social-media-accounts-to-follow/ 

Example II: @winefolly creates engaging, educational posts designed for younger, newer wine drinkers. Their colorful infographics, quizzes, and wine maps make learning about wine fun and accessible, resonating with a broad audience.

Post Idea: Use visually appealing infographics or swipeable carousel posts to simplify complex wine concepts, making them easier for new consumers to understand.

2. Wine and Culture: How We Can Use Current Culture to Grow Wine Consumption

Example: @MaryamAndCompany focuses on wine experiences and their cultural impact, particularly around diversity and community engagement. Her posts bring a fresh perspective, blending wine with cultural events and trends.

Post Idea: Feature posts that tie wine to cultural moments (e.g., fashion, music festivals) 

Example Blog: Wine Marketing: A Complete Guide And How To Work With Wine Influencers

Example: @thewinescribe often ties wine to cultural events or moments, showcasing it as part of a vibrant lifestyle. Their posts connect wine with travel, fashion, and cultural experiences, making it more relatable.

Post Idea: Feature collaborations with influencers in other lifestyle sectors, such as travel or food, to highlight how wine fits into larger cultural narratives.

3. Wine and Trade: How Trade Can Push Wine in a New Way

Example: @WineryLovers highlights how the global wine trade impacts consumers, sharing content from various wineries across the world. The page uses stunning visuals and a cohesive brand voice to engage both industry professionals and consumers.

*Post Idea​(Wine Routes - Your Guide to Wine Country) partnerships with distributors or retail chains, showing how your brand is part of a global movement.

Example: @vinepair uses their Instagram to connect trade professionals and consumers through data-driven posts and industry news. They share insights on market trends, wine sales, and distribution, making it relevant for both the trade and consumers.

Post Idea: Share statistics or market insights about how the wine trade is evolving, and highlight successful distribution models to push wine in new ways.

4. Wine and Big Companies: How Leading Companies Around the World Can Help

Example: @McBrideSisters uses empowering branding and storytelling to connect with their audience, blending modern wine trends with heritage. Their posts often feature collaboration ​(London Wine Competition).

Post Idea: Showcase your brand’s partnerships with major distributors or retailers, emphasizing the reach and impact of those collaborations on consumers.

Source: London Wine Competition's Best Winery Instagram Accounts

Example: @josephphelps shares how their large-scale production and collaborations with other major companies create unique consumer experiences. They often highlight partnerships, charity events, and large distribution networks that make their wines more accessible.

Post Idea: Share stories of your collaborations with major companies or showcase how large distribution efforts help bring your wine to more people globally.

There are many great wine communicators on Instagram and we encourage you to check some of the top wine influencers who talk about wine and are experts in wine in casual way, there are top writers and journalists you can follow to get a pulse of communications by good words and there are some amazing business accounts you can learn the pulse of marketing.

For example, you can see the Instagram account of Georgia Panagopoulou and also read this story ‘The Importance Of Digital Wine Marketing With Superstar IG Influencer Wine Gini’ to learn about Instagram marketing/​​

Image source: Georgia Panagopoulou Instagram

If you are a winery looking to get fresh ideas on how to connect with new wine consumers or young wine drinkers, we have 2 upcoming webinars that you can join.

1) September 20, 10 am UK time (London time): Growing Overall Wine Consumption: What Needs To Be Done. RSVP and More Details Here

2) October 15, 9 am PST (San Francisco time): Growing Overall Wine Consumption: What Needs To Be Done. RSVP and More Details Here

Image header source: Winery Lovers Instagram