Welcome to our new website! We’ve recently made some big changes to offer you a more seamless DTC experience, including folding Vin65 into the WineDirect brand. Got questions? Learn more here, or
Before you go
Download our free ebook, Break Into the Top 20% of Wineries.
Informed by our own proprietary data from over 1,500 wineries, our popular ebook takes a close look at the wine industry’s most effective direct-to-consumer sales operations and provides actionable advice for every winery—because we believe all wineries deserve to know how today’s consumers think and how to maximize their potential.
VIN65 is now
As of November 2nd, Vin65 is now WineDirect. We've made this change to offer you a more seamless DTC experience. You'll see that our branding has changed, but our commitment to providing you with best-in-class DTC software remains the same. Got questions? Learn more here, or
Social media wine pairing competitions are a great way to increase customer loyalty and sales, and improve brand awareness.
Online wine stores are constantly searching for new ways to encourage customers to have a greater relationship with their products. Social media wine pairing competitions are a great way to increase customer loyalty, sales and improve brand awareness. According to TAMBA, a social media marketing agency based in the U.K., three out of four people are more likely to recommend a brand that offers competitions and giveaways.
Getting started To host an effective online wine pairing competition, it is important to first decide the end-goal of your campaign. Consider the following:
Which metrics will be used to measure success?
What platform will the competition be held on?
How will participants be rewarded?
What information do participants need to provide in order to be eligible?
What actions do participants need to take?
A great example of an online wine pairing competition is seen by Alamos Wines. This competition asked participants to "like" the brand's Facebook page and then submit a photo of their most daring food and wine pairings using the Alamos Malbec. By entering the contest, participants were given a chance to win a trip to New York for a dining experience with American actor and television personality, Adam Richman. While this prize is quite elaborate, wineries can create a local execution using a featured varietal that would be interesting to customers and potential customers.
Benefits beyond the competition The benefits of a social media contest go far beyond the contest itself. By hosting an online wine pairing contest, wineries have the opportunity to:
Increase their social media following
Capture valuable customer data
Encourage shoppers to opt-in to receive marketing material
Gather valuable customer insights by including a survey as part of the competition
Earn brand loyalty among wine drinkers by featuring their best varietals
Details to be prepared for Social media competitions are not without their challenges, and wineries will need to be prepared to manage the details. Wineries should tackle the following challenges:
Hosting a competition may lead to heavier fulfillment demands
Facebook contests, specifically, require brands to create a contest widget if they plan to host a promotion on their brand page
Contest rules will need to be clear and explicit
Heavier demands will be placed on community managers for the duration of the contest
Online wine stores are prohibited from giving away wine for free, so wineries will need to determine contest prizes that are unique and valuable
Aside from fostering a greater connection to your wines, social media contests have a positive influence on consumers.