The Wine Marketing Strategy in the Post-Brain Rot Era: What’s Next?

A few years ago, I was running a wine-tasting event at a small vineyard in Napa. The winemaker was mid-story, explaining how the soil composition gave their Pinot its signature flavors, when I noticed something: Half the guests weren’t even looking at him—they were filming, posting, checking notifications. Consuming, but not really engaging.

They were more excited about sharing his words than actually listening, snapping photos and captioning posts instead of savoring the story behind the wine in their glass.

It was a moment that stuck with me—how easily a meaningful experience could be flattened into just another post with this old way of thinking about wine marketing strategy…

At the time, it felt like the natural progression of digital culture: document, share, repeat. But looking back, I realize that moment was an early warning sign. People weren’t just sharing their experiences; they were outsourcing them. The joy of discovering a wine’s unique profile was being traded for the validation of a well-timed post.

Fast forward to today, and the landscape looks different.

People aren’t just burnt out from social media; they’re craving depth, real conversations, and the kind of experiences you can’t capture in a 15-second video.

Brand expert Eugene Wei calls this the post-brain rot era—a moment when consumers are moving away from dopamine-chasing digital trends and back to meaningful, in-person interactions.

And I feel it too. The desire to be IRL again.

If you’ve followed me for a while, you may have noticed: I don’t post as much anymore. Not because I don’t love talking about marketing, but because I’m bored of content for content’s sake.

And I’m not alone.

The Old Wine Marketing Strategy is Falling Behind

The last several years of similar stories during the “State of the Wine Industry” webinars have told us this.

While other industries—especially food and beverage—are making the shift toward deeper engagement, wineries are still stuck in the old way of doing things.

Liquid Death built a $700M brand by completely ignoring the social media playbook (that worked in the past) and focusing on building a cult-like fan base instead of mass appeal. Chipotle moved away from polished, agency-produced content and started showing behind-the-scenes moments, employee-led stories, and real interactions.

Both brands figured out what so many in wine still haven’t: marketing isn’t about content volume; it’s about connection.

Yet, wineries are still trying to compete in an oversaturated market by playing a game that’s already outdated.

The solution isn’t more content—it’s better experiences. I have said this for years— “Wine is meant to be SOCIAL.”

How Wine Brands Can Shift in the Post-Brain Rot Era

How Wine Brands Can Shift in the Post-Brain Rot Era

Consumers aren’t just burnt out from social media—they’re actively seeking real-life experiences over endless scrolling. They want to taste, touch, and connect, not just double-tap. Wineries that recognize this shift have a massive opportunity: instead of chasing content for content’s sake, they can create in-person moments that people actually want to share.

This means shifting from social-first marketing to experience-first marketing. Instead of relying on influencers to stage photos, host intimate, story-driven tastings that make visitors want to tell their friends. Instead of posting static content, create live, interactive events that bring the brand to life—whether that’s vineyard dinners, behind-the-scenes blending sessions, or surprise pop-ups.

The brands that thrive in the post-brain rot era won’t be the ones shouting the loudest on social media. They’ll be the ones giving people something worth talking about in real life.

1. Stop Treating Social Media Like a Billboard

If your social media strategy is just a glorified ad campaign, you’re doing it wrong. Consumers don’t want to be talked at—they want to feel part of something.

Feature real customers, not just polished brand shots. Ask questions that actually invite conversation. Shift the focus from How do we sell more wine? to How do we create a space where people love talking about wine?

Because if your social media presence disappeared tomorrow, would anyone actually miss it?

2. Make Your Vineyard (or Tasting Room) an Experience, Not Just a Photo Op

Consumers are leaning into real experiences—so give them one. Instead of manufacturing Instagrammable moments, create events and spaces that people naturally want to share.

Host intimate tastings that feel personal, not mass-produced. Collaborate with chefs, musicians, or artists to make your space an actual cultural hub. Make your winery a place for connection, not just a backdrop for staged photos.

If people only visit your winery for the aesthetic, you’ve already lost them.

3. Tell Stories That Actually Matter

Most wine brands talk about terroir like it’s a bullet point on a tasting sheet. But people don’t remember facts—they remember stories.

Why this vineyard? What’s special about the land? What challenges have you faced as a winemaker? What’s the human story behind each bottle?

The best brands aren’t just selling a product; they’re making people care.

4. Partner with People Who Actually Love Wine

The influencer bubble hasn’t burst—it’s just evolved. The days of paying random lifestyle influencers to hold a glass of rosé are over. Consumers want to hear from people who actually know and love wine.

Work with sommeliers, chefs, and educators—people who bring value, not just vibes. Choose partners who would recommend your wine even if you weren’t paying them. Ditch the generic #sponcon playbook and opt for real, thoughtful collaborations.

Influence isn’t about who has the biggest following; it’s about who people actually trust.

5. Transparency Is the New Luxury in Wine Marketing

Consumers are asking harder questions. They want to know where their wine comes from, how it’s made, and whether sustainability claims hold up. A strong wine marketing strategy isn’t just about storytelling—it’s about backing up your message with real transparency.

If you’re still relying on vague marketing buzzwords, you’re already behind. Show your process—don’t just tell. Be upfront about sustainability efforts—what you’re doing and what you’re working on. If you make claims about ethical production, back them up with real proof.

Consumers don’t expect perfection, but they do expect honesty. A successful wine marketing strategy builds trust by making transparency a core part of the brand, not just a marketing tactic.

The Future of Wine Marketing: Connection > Content

The old way of social media marketing—content for content’s sake, influencer fluff, constant promotion—is dying.

Consumers are over it. I’m over it.

The brands that will thrive now? The ones that understand that marketing isn’t about volume—it’s about value.

Wine isn’t just a product—it’s an experience. And that’s something worth raising a glass to.

👉 Go into your last five social media posts and engage with real people in the comments. Not just liking or dropping generic responses, but actually starting a conversation.

• Ask a follow-up question.

• Respond like a human, not a brand.

• DM a top commenter and invite them to something exclusive—like an upcoming event or wine club perk.

The easiest way to stand out right now? Be one of the few brands actually talking with people instead of broadcasting at them.