Since I wrote an article for the North Bay Business Journal about the one winery I know of that is utilizing TikTok to connect with their audience (Tank Garage Winery in Calistoga), I wanted to see which wineries use Instagram Reels instead—and there are a few. Some wineries have really stepped up their social media game in the last few years, and Reels are a great way to connect with potential customers. 

While wineries have traditionally used traditional marketing techniques to reach their target audiences, with social media videos on the rise, many are using short-form videos on Instagram (and potentially TikTok) to connect with potential customers. 

I have written about some of my must-visit wineries based on their Instagram photos (and I have no shame in this), Instagram-Worthy Sonoma Wineries + Napa Wineries for Instagram, as well as some of my favorite California wineries that use Instagram well as a whole (this was written before Instagram Reels were even a thing). 

It's time to create an updated list based on wineries using Instagram's newest feature (that list is 1.5 years old, as of now) - Instagram Reels, which uses short-form videos to connect with their audiences. 

And I’ll be honest with you—this was a hard list to create. I checked out about a hundred wineries’ Instagram Reels pages over the course of my research, and I found that most had a couple of videos (and some of the reach on those videos was super high)! Then I noticed that they hadn’t posted since Halloween of last year. 

I was definitely disappointed. 

One type of business that’s particularly well-suited to video are wineries.

After all, what could be more fun than a short, behind-the-scenes video of a wine-making process or a quick tour of a vineyard? And since wine is such a visual product, video is the perfect way to show off a winery’s wares.

Creating video content for social media takes work.

Trust me; I know that creating ongoing social media content is hard—especially when content needs to be approved by three different people in middle management or higher, or when the person doing the social media marketing is also the head winemaker, boss, salesperson, and cellar rat.

I get it. I wear about 20 different hats within my own business as well. 

I also understand that there is a mental block when creating videos vs. social media posts with just images and captions. 

But as more and more people use social media to find information about products and services, wineries need to keep up with the latest trends. Instagram Reels offer a great opportunity for wineries to connect with potential customers engagingly. By creating interesting and informative videos, wineries can increase brand awareness, forge customer relationships, and drive sales. 

Sometimes that takes more time and money, and as I shared on Instagram once, "Social media is the hardest job that people believe is easy." https://www.instagram.com/p/CcQiTDjpCFN/

And I know—planning ahead, creating a strategy, taking photos, writing captions, sharing, and connecting with customers through social media is ALREADY a lot of work. 

With Instagram Reels, social media managers now have to add video production and sometimes on-air talent to their growing list of tasks. 

So far, a handful of California wineries have joined the trend, using Instagram Reels to share their stories. 

Here are some wineries on Instagram Reels that are doing a great job using the short-form video feature. (tbh, some of the videos are simple 5-second clips of vineyards. You can do that, too!).

My Favorite California Wineries to Follow on Instagram Reels:

1. Tank Garage Winery in Calistoga. One Napa Valley winery that's doing social media right is @TankWinery. They make sure to post regularly on all of the major platforms (Facebook, Instagram, Twitter), and their content is always well-curated and engaging. But what really sets them apart is their use of video. They were one of the first wineries in the state to jump on board with this growing feature, and it's paid off big time. 

Their Instagram Reels are always fun and informative, giving viewers a behind-the-scenes look at all that goes into making their wine. As a result, they've built up a devoted following of fans who love getting an insider's look at the Napa Valley winery experience.

See their Reels here: https://www.instagram.com/tankwinery/reels/

2. Jordan Winery in Healdsburg. This Alexander Valley winery is simply ripe with engaging, beautiful social media content. @jordanwinery gives followers an inside look at their winemaking process while also sharing a carefully curated range of photos so enticing they will make you want to grab a bottle of Jordan wine and go celebrate with friends. 

Their Reels in particular, are fun, engaging, and perform well. They are professional yet friendly, and overall just a lot of fun to watch and interact with! If you have yet to check out their feed for inspiration, be sure to do so now! You can find them on Instagram here.

3. Tablas Creek in Paso Robles. If learning about the winemaking process is your thing, don’t pass on checking out @tablascreek! Their social media presence is unique in that they focus heavily on educating viewers on the winemaking process (while also beautifully representing their end product)! 

One of my favorite ways that they have recently used Reels is hosting a little trivia with their followers: Can you guess the grape? They post a video showcasing a particular grape variety with three facts in the caption and let their followers go from there! Not only is this downright creative, but it’s also eye-catching and makes it fun for followers to stop and engage with the posts. Check out their Reels section here, and maybe even try your hand at “Can you guess the grape?” while you are at it! 

4. Robert Biale Vineyards in Napa. @bialevineyards gets a 10/10 from us on their winery social media strategy. Perhaps what we appreciate most about their feed/Reels is the diversity in their posts. They rotate through product features, winery events, travel, delicious-looking food, customers enjoying their products, and the production process (just to name a few). Mixing it up keeps things interesting and leaves followers looking forward to the next post! They do this with both their posts and their Reels, making them a great example of how to do winery social media marketing right! 

5. Balletto Vineyards in Santa Rosa. The number one thing I absolutely love about Balletto Vineyards & Winery’s social media is how fun it looks to stop by their Russian River Valley winery! They post a mix of content including their production process, recipes, and wine varieties, but my favorite part has to be the community their brand creates, which is beautifully exhibited through their social media and Reels.

Their Reels, in particular, also elegantly showcase their property, leaving viewers anxious to make the trip to Sonoma Country to try their wines. Their Reels strategy is a good example of what you should do if you want to get new visitors into your property and keep the regulars wanting to come back for more. Check out their Instagram feed here!

6. J Lohr (headquartered in San Jose with vineyards across CA). @jlohrwines shares creative and fun Reels and a beautiful Instagram feed. Perhaps my favorite way that they have been utilizing Reels is creating videos featuring different winemakers. This appeals to those who want to learn more both about the brand and about winemaking in general. The featured winemakers talk about things like sustainability, the winemaking process, and wine reviews.

To check out their Instagram Reels, go here!

7. Maker Wine (sources wines and winemakers from various regions across California). @makerwine wins the contest for being the most aesthetically pleasing wine brand on social media. When you scroll through their Instagram feed, it’s obvious that they strategically plan out every post and put in the effort to make everything look pretty and chic. In addition to being aesthetically pleasing, they also source their wines and winemakers from various regions across California and use their Reels to highlight their latest releases. The brand's founders aren’t afraid to get on camera either, which makes for fun and engaging Reels where the viewers get to know the brand and the women-and-minority-comprised team behind the magic. 

8. Raft Wines (based in Sonoma County with vineyards across CA) https://www.instagram.com/duckdaughterjj/reels/ @duckdaughterjj is the head winemaker for @raftwines and does a beautiful job of showcasing how to best use Reels on a personal Instagram account to highlight a winemaking business! Jenn shows places she visits where Raft Wines is carried, her travel and wine adventures, and different food and wine pairings. She truly exudes expertise in how she talks about the brand and the wine industry in each of her videos. 

9. Broc Cellars in Berkeley. If there was ever a winery using Reels to make their product look elegant and high-end, it would be @broccellars. What I love about their use of Reels is how they film their wine to make the bottles look so aesthetically pleasing and chic! A lot of their videos are clean and simple, even just a few-second clip of someone opening their wine, but it looks SO good and is great for getting engagement. They also show wine events, launches, and an inside view into their winemaking process. 

10. Sophie James Wine in Petaluma. @sophiejameswine creates Reels that are so pretty, some of them look like they belong in a fashion magazine. Being a female-run company, Sophie James Wine does not hold back on showing its femininity in its social media feed, all while adding educational points and allowing the viewer to get to know Sophie and the inspiration and expertise behind the brand. They are a superb example of how to make Instagram Reels beautiful while still informative and on-brand, and (hint) this feed is a great inspiration for a brand that would attract influencers! 

11. Ramsgate Winery in Sonoma. What I love about @ramsgatewinery is their use of Reels to give wine fans a behind-the-scenes look at the winemaking process. Whether it’s taking viewers out into the vineyard to check on the status of the grapes or showing the bottling process, they really give fans a peek behind the curtain! Ramsgate Winery is a great example of how to use Reels to educate your audience while keeping the videos fun and light. If you have yet to check out their Instagram, now is the time!  

12. Hardy Wallace in Calistoga @dirtysouthwine (from his own account) wins at making Reels! Not only does he not shy away from the camera himself, but he also uses his personal platform to show viewers his new winery (Extradimensional Wine CO Yeah!), harvest, and his years of wine expertise. His Reels are fun, artistic, educational, and approachable, making his Instagram the perfect example of using your personal Instagram account to promote your winery by simply being yourself. 

13. Fritz Underground Winery in Cloverdale (Sonoma County). While @fritzundergroundwinery is just starting on their Instagram Reels adventure, the Reels they have been showcasing are downright beautiful!! The feed just screams spring and summer vibes while showcasing Dry Creek Valley, and it makes you want to grab a bottle of their wine on a nice day and relax!

If you're looking to up your social media game as a winery, take some cues from these wineries and focus on creating interesting and unique content that will resonate with your audience. 

Wine Instagram Reels can help you grow your social media reach with consistent videos and a little creativity. And if you aren’t sure how to make short-form video work for your business—let's talk! I can brainstorm ideas with you. Set up a one-on-one target call: https://calendly.com/shana-bull/one-on-one-strategy-session-with-shana-bull. Let’s bring your winery into the fruitful world of Instagram Reels.