Tools For Creating Video For Virtual Wine Tastings

Are online connections through virtual wine tastings or social media the future of creating long-term relationships with customers? Or is this just a fad that we will see go away once SIP orders are lifted?

How many weeks are we into our shelter in place order here in Northern California? Days are getting away from me, but I do know it’s been over a month since the SIP order changed everything for most businesses. 

Since wineries, restaurants, and breweries are not allowed to connect with customers in person anymore, many of them have turned to the internet to bring some of the in-person wine tastings, beer knowledge, or food experiences to an online format. 

There has been a debate among wine industry friends in a few of my wine marketing Facebook groups that we're being overwhelmed with every winery doing a virtual wine tasting or going live on Instagram and Facebook. And that if WE are overwhelmed, our customers are probably as well. My comment to that is that while we are feeling overwhelmed with every winery doing a virtual tasting, our regular non-industry customers most likely aren't following more than a few wineries, so they aren't seeing the same uptick in virtual wine tastings. Granted, it is more than just food brands that I have seen go live at 5pm on Instagram everyday… 

My two cents is actually my same advice for social media during harvest, we may be sick of seeing videos of grapes being sorted, but that's really exciting for our customers – so share away! And try to figure out how to make your content stand out from everyone else that may also be sharing pictures and videos of harvest. Because it really is about the relationship vs a pretty picture, or a great video. Here is an Instagram Hack I wrote about a while ago for more info on creating lasting connections… (and grow your following if you are into that)!

Get Creative And Remember Virtual Wine Tastings Are About Connections 

Here are some creative marketing ideas from wineries and restaurants that have had to pivot their business during this COVID19 crisis. And once again - I love the idea of hosting a virtual happy hour with customers. I mean, a virtual happy hour is how I met my husband, so I am definitely a fan. Here is another article I wrote on the subject for the North Bay Business Journal: 7 ways California wineries can connect with customers sheltering at home.

Some wineries have been doing a great job, naturally bridging the gap between going live on Facebook, and Instagram and video conferencing… Others have been less seamless. I’ll let Amber at Spitbucket.net tell you more about that on her blog post titled, How Can We Make Virtual Wine Tastings Less Sucky? My favorite quote from this blog is “The goal shouldn’t be to connect over the wine but to connect with the people.”

Just a reminder - the experience of “wine” isn’t always JUST about the wine. Any brand that plans out virtual wine tastings should think about what core values they share with their customers and try to create “less sucky” video wine tastings.

Tools For Creating Virtual Wine Tastings:

In addition to making your virtual wine tasting make sense for your brand - there are a few tools I recommend for even better quality videos! At the end of the day, the latest smartphone makes a great camera, but it does need help with sound.

Get a mic! This Lavalier Microphone can be hooked up to your phone (though you probably need an adapter). It’s only about $12 and having good sound can Completely change your videos. Even if you're relatively close to the camera it helps ensure that any outside sound is muffled and your voice is what people are hearing. This is especially great if you are in The Vineyards doing a virtual tasting, or in the cellar where there is a lot of echoing.

Buy on Amazon.

Try a boom mic on a tripod. This Shotgun microphone for Smartphone mic and tripod in one is super versatile. you can use it as a tripod, you can take the boom mic off and connect it to your DSLR, and you can use it as a type of selfie stick.  

Buy on Amazon.

Really, a tripod is essential. This Arken Mount Phone holder is my favorite. Though, right now it is sold out because everyone is trying to create videos… So, a smaller tripod can work just as well. If you only get ONE thing from this list to create virtual wine tasting videos… GET A TRIPOD! 

Buy the small tripod on Amazon now. 

I also created a separate blog post with tools for social media marketers (and yes, these tools are mostly photography based, and some are the same… but check them out!).

Shooting in 4K. This Canon PowerShot Vlogging Camera [G7X Mark III] is the one I have for taking high-quality pictures when I am feeling like I need a better shot than my iPhone. I mean, it has the word VLOGGING (video blogging) in the name so you know it will work great for creating videos or going live from your virtual studio. If you are looking for a battery power adaptor (really important for live streaming since you won’t want to recharge your batteries all the time), grab one on Amazon but make sure it works with whatever camera you are using to stream live.

Get it on Amazon here.

For those on your desktop - a mic is still a great idea. I have this professional one from Yeti which is about $120 (before this pandemic it was $99) on Best Buy. I love it to make my voice stand out even more when doing a simple video chat like Zoom or Webex from my computer. I know a lot of people are using their laptops to host Zoom happy hours, and that is totally okay. I just want you to pay extra attention to your audio so get a professional mic like this one, or a lapel mic like the one I mentioned above! And, note.. if all the mics are sold out online (or in your local Staples, just use your headphones and mic that came with your phone, no one will judge you if you have them in for a video).

Buy on BestBuy.com here.

Don’t forget good lights! Your best bet is to be outside in the shade, or next to a window on a beautiful day, but I know that isn’t always the case so having some white lights to brighten your background is a great idea. My husband bought these two white light stands a few months ago and they go on either side of his desktop computer for video chats. This way he isn’t washed out. Oh, and if you re looking for something smaller to bring with you, trust me — this selfie light works GREAT with your smartphone and you can use it anywhere for an additional boost of good light!

Buy on Amazon.

Also.. why not invest in a Drone! Okay, this may not be for your virtual happy hour videos… But if you are looking for a drone to take your own rolling vineyard Broll footage (and help with vineyard maintenance), the Yuneec Q500 4K Typhoon RTF Quadcopter Drone is the recommendation of Iron Horse Vineyards winemaker, David Munksgard. 

Buy on Amazon.

And here is one of my favorite images that David captured during Harvest in the Russian River Valley.  They recently hosted a Zoom Meetup for Earth Day and this was one of the wine video backgrounds they supplied to attendees.

If you are looking to host a Facebook Live with someone outside your current location, you can set up chats to stream to YouTube (if you have 100+ subscribers) or Facebook Live using a paid version of Zoom, or an app called StreamYard (it’s $20 a month, but you can record your sessions and add to other platforms as well, including your blog).

Action Item for Virtual Wine Tastings:

Please remember even if the tools are new, the initial principles of marketing still apply -- Finding a connection with your audience, staying true to your brand, and focusing on a simple call to action - these are all more important than great video quality.

Your customers care more about connecting with people, not perfection. So focus on what makes your business different, and the passions you share with your customers.