Wine.com is the largest U.S. seller of wine online. So how do you stand apart in a sea of wines?
Start by updating your wine branding information. The good news is this does not take long, based on our experience working with Wine.com on various promotions.
1. Audit Your Brand Presence
First, audit the winery content already live on Wine.com. Type your brand name in the search box, scroll down to the horizontal image with your brand name, and click “View all Products.”
2. Gather Updated Content
a. Text: Gather wine reviews, wine notes, your latest brand summary, etc.
b. Images: Only send high-resolution images. You can include vineyards, people, bottle shots…whatever.
c. Video Files: Send links to video files on Vimeo or Dropbox; don’t send links to YouTube (wine.com won’t link to them) or WeTransfer (links expire).
d. Tagging: Call out how your wine should be tagged for filtering. For example, should it be tagged as ‘Green” (organic, sustainable, natural, etc.), or maybe under screw cap? You will find the tag options in the “Size and Type” and “Fine Wine” drop down menus. Also see this document for a handy checklist provided by Wine.com (thank you!)
3. Email your Content to Wine.com
Send one email per brand with your brand name and SKU in the subject line to firstname.lastname@example.org. Do not email spreadsheets with a list of wines and brands.
4. Encourage Your Best Consumers to Rate Your Wines
It takes 5 individual reviews to show a star rating for a wine, and these help drive sales. It’s as simple as clicking the line of stars on the wine’s page. Ask your club members to rate your wines.
5. Ask Wine.com to Rate Your Wines
Wilfred Wong is Wine.com’s Chief Storyteller. Email him at email@example.com to determine if his schedule allows for reviewing your wine. His reviews are a filter search option, alongside those of other reviewing publications, like Wine Spectator.
- Scores: Wine.com will include vintage-specific, public scores from Wine Spectator, Whiskey Advocate, Wine & Spirits, Robert Parker’s The Wine Advocate, Wine Enthusiast, Connoisseur’s Guide, Allen Meadows’ Burghound.com, The Tasting Panel, Decanter, JamesSuckling.com, Jeb Dunnuck, Vinous and Tim Atkin.
- Retail Store Locators: If you have a store locator on your website, include a link to your Wine.com brand page, not to the closest Wine.com warehouse address.
- SKU Updates: Your wholesaler can add new vintages, discontinue old vintages, etc. in the Wine.com trade portal
Related Benson Blog Posts: “Wine Digital Marketing Post COVID.”