5 ways to level up your DTC copy to sell more wine
It’s hard to convey the experience of something as subjective and intangible as wine. That’s especially true when you’re speaking to a consumer who’s not an expert like you are.
That makes it extra hard to convince someone why they need to have this specific vintage, from a certain vineyard, in a distinct region — all via the digital channels of web or email.
Luckily, there are some hacks we can steal from direct-response marketing experts that work beautifully in the wine world.
Here are a few ways to lift tried-and-true marketing methods and apply them to your DTC wine marketing channels:
User testimonials: People trust what other customers like them have to say, especially when it comes to something as subjective as drinking wine. According to one report, “Younger audiences care more about what the people around them are drinking than they do about critics and scores.” So save them the trouble of asking around. Bring other peoples’ opinions straight to them. Always be asking your most dedicated fans to share their thoughts and reviews so you can spread the word, in their words.
Highlight great critical acclaim: While reports are showing that customers care less and less about critics’ scores when buying their wine, don’t rule out scores altogether. A rave review with a 97-point score can be just the cherry on top to convince someone to try a new label, especially if the critic/publication is familiar or trusted. However. Relying purely on scores and critical acclaim can be a slippery slope. If it’s the primary thing you highlight to your potential customers, and then you have a wine that didn’t get the love it deserved, you’ll have a much harder time convincing customers to care.
Put it in context: Are you offering a perfect chillable bottle to enjoy outside on the patio on a warm summer night? Or something that’s best enjoyed with a juicy wagyu beef burger? Aligning the product with the ideal situation — and painting a detailed picture — helps your readers imagine the wine in their own glass and how they’ll feel drinking it.
Show how it’s a great deal: Ok this may not work for all brands, but even premium labels can lean into a customer’s desire to score an advantage wherever possible. If you can align your wine with a well-known prestigious offering — while weaving an enticing narrative about a hidden-gem vineyard location, or the winemaker’s prestigious credentials, or this limited-production exclusive discovery — now suddenly a $120 bottle sounds like a steal compared to its $200 “prestigious” equivalent.
Make it about your customer: Using “you” pronouns helps your reader feel like you're speaking directly to them, instead of some generic reader on the internet. And remember, this shouldn’t be just about you anyway — it’s about how your reader will enjoy the wine and showing them how they’ll feel while they enjoy it.
Does this sound like something you need for your wine messaging and marketing? I’d love to help!
Shoot me an email and we can develop some winning DTC copy strategies to get your sales the boost they need. chloe@chloecreativeagency.com :)