Does it make sense to invest in a digital strategy to sell wine?

Why is investing in digital essential for selling wine?

The wine industry is undergoing a transformation in direct-to-consumer sales.

The way producers connect with consumers is no longer the same as it was 10 years ago. Today, wine buyers want more than just a good bottle: they seek convenience, personalization, technology, and memorable experiences. In this scenario, adopting a digital strategy has gone from being a luxury to a necessity.

Artificial Intelligence in wine:

Artificial intelligence can help predict tastes, recommend ideal bottles, and even suggest labels for in-person tastings. More than automating, AI brings people closer. It allows us to understand what the customer wants even before they ask. This strengthens the relationship and increases the average purchase value.

In email marketing, for example, AI combined with CRM tools allows for precise segmentation: knowing who likes a particular caste, who only buys on special occasions, or who prefers monthly deliveries. With this integration, it's possible to create more effective campaigns and more consistent sales.

Wine clubs and subscription models:

Younger generations—primarily Millennials and Gen Z—are changing not only their preferences but also how they consume wine. They seek convenience, control, and variety. And that's where wine clubs and subscription models come in.

An effective idea is to allow the customer to create their own monthly pack, with a fixed value (for example, €50/month) and choose the bottles up to that limit. This eliminates the "surprise" factor and increases satisfaction. It's the Amazon model applied to wine.

Another alternative is subscriptions with benefits: free shipping, access to exclusive wines, invitations to events. A "Prime" wine experience that generates retention and a sense of belonging.

All of this must be linked to a good management system: point of sale, e-commerce, CRM, and email marketing tools.

Mobile is the new counter:

Today, most purchases begin (or end) on mobile phones.

Therefore, the winery's website needs to be prepared. Checkout must be easy. And integrating options like Apple Pay or Google Pay is no longer a differentiator—it's the bare minimum.

SMS: communication that (actually) gets through:

While emails have an open rate between 20% and 30%, text messages can exceed 90%. And the main reasons are that they are direct, personal, and fast.

Sending a birthday offer, a collection reminder, or an exclusive discount via SMS or WhatsApp can make all the difference — especially for high-value customers.

Data: the new terroir:

Understanding customer behavior is like understanding the soil in which you plant.

With well-designed dashboards, producers can see which wines sell best, during what season, and at what price. All of this allows them to refine their strategy and make data-driven decisions—not based on guesswork.

Events with strategy:

Wine tastings, wine dinners, and cellar visits remain powerful tools. But now, they are also opportunities to collect data and measure results.

With digital ticketing, CRM, and email automation, it's possible to follow up with the customer after the event, send personalized offers, and create a loyalty cycle.

Why do producers still resist a digital strategy?

The first reason has to do with logistics . Glass bottles are fragile, and packaging and shipping costs can be challenging. The solution involves reinforcing the packaging (wood, polystyrene, bubble wrap) and having good insurance against breakage.

The second reason is cultural . The wine industry is traditional, and technological changes take time to implement. Even today, there are those who turn their noses up at screw caps...

The third reason is mental. Since the wine industry is traditionally a business closed to new technologies, investing time, money, and resources in a digital strategy doesn't yield immediate returns and generates distrust among producers towards agencies or freelancers proposing such strategies. It's a fact that these professionals are often unprepared for such a challenging and different market, and end up using the same strategies they routinely apply in other industries like fashion, food supplements, or others. Clearly, the communication strategy for content, audiovisuals, and promotion must be adapted to the wine sector.

Consumers are changing, and those who don't keep up with this change will be left behind.

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WRITTEN BY:

Pedro Fernandes

Pedro Fernandes is a Portuguese winemaker who has been involved in viticulture since he was 11 years old, where he started making his first wines with his father and doing tasks such as pruning.

Since then he has never stopped and in 2018 he decided to dedicate himself to the wine sector, starting by doing "everything backwards". He began by taking wine specialization courses such as WSET (Direct Wine) and Wine Expertise (ISAG) in 2018/2019. Then he graduated from the University of Nebrijia in Madrid, obtaining an MBA in Oenology (2020). In 2021, at the age of 39, he decided to pursue a Bachelor's degree in Oenology (UTAD), and against all odds, he finished the course in 2024.

Along the way, he created his first personal wine brand - Chãos - and completed an internship at the prestigious Chateau Latour (in Bordeaux).

Currently, he works as a consultant in the wine sector, where he plays a role not only as an oenologist, but also in creating business strategies for wine producers, with a current vision of the market, which includes resources from Digital Marketing and Wine Tourism.