Wineries are attracting more online attention than ever. Recent industry data shows that over 65% of wine consumers research brands online before purchasing. And nearly half of all wine sales under $50 now happen digitally.

If you’ve launched a wine club (or planning to), the hard part isn’t getting someone to sign up. It’s keeping them engaged, excited and loyal after the first shipment. Because here’s what happens at many wineries: a new member joins, the first shipment goes out and only a couple of emails are delivered.

Running a profitable winery means more than crafting great wine and hosting picture-perfect tastings. It means building a business that can handle the off-season, slow weekends and the unpredictable ups and downs of tourism and weather.

Ten years ago, digital marketing was all about perfection. Perfect bottle shots. Perfectly staged couples clinking glasses in front of the vineyard. A curated feed. But let’s be honest: everyone’s seen that version of your winery before, even if they’ve never stepped foot on your property.

Running a winery is a balancing act. You’re part business owner, part event planner, part hospitality pro and part farmer. So it’s no surprise that digital marketing often gets put off. Or handed over to someone who says all the right things but doesn’t perform.