How do you grow a wine club from Instagram?
You grow a wine club from Instagram by showing the life of the club rather than the discount, and by putting a clear “Join the club” button one tap from your profile, with what membership includes written plainly beneath it. Clubs are usually sold in person and lost online, because the online version is a form with no warmth and too few facts.
Instagram is the one place where people who already like you see you every week. It can carry the warmth of the tasting room, if the page behind the link under your name finishes the job.
Why the club sells in the tasting room and stalls online
In the tasting room, someone poured for them. They heard who planted the old block, tasted the wine that only members receive, and watched a regular being greeted by name. Joining felt like saying yes to the afternoon.
Online, the same person taps the link under your name and gets your home page. They find “Shop”, then “Club”, then three tiers with names like Silver and Gold, a paragraph of terms, and a form asking for a card before it says how often they will be charged. The warmth is gone and the facts are missing. They close it.
What actually makes someone join
The discount matters less than people think. What moves someone to join is the feeling of being on the inside.
- Belonging. A members’ release day, a pick-up afternoon in the cellar, being known when they arrive.
- First access. Small lots, single-vineyard bottlings, older vintages held back in the cellar, a sparkling wine left longer on its lees: wines that never reach the shop, or reach it after members have had their share.
- The people behind the wine. The winemaker explaining why this vintage was picked early, the vineyard manager on the slope in the frost. People join people, not a subscription.
What to post
Build your posts around the rhythm of the shipments, so the club feels alive between releases.
Add the occasional members’ event, photographed with permission, and a story now and then with the link sticker straight to the join page. End club posts with one plain line: “Join from the link under our name.”
- Before a release: what is coming and why it was chosen. Show the wines, name the grapes, say what the year was like.
- On packing day: the boxes, the handwritten notes, the team at the table. It shows care, and care is what membership buys.
- After it arrives: how to drink it. When to open each bottle, how cold, whether to decant, what to cook with it. This is sommelier advice that members value, and it shows non-members what they are missing.
Say plainly what membership includes
People hesitate to join anything that feels like a contract. Clear facts remove the hesitation. Before anyone reaches a form, they should be able to read:
That last line is the one most clubs leave out, and the one that earns the most trust. A club that is easy to leave is easier to join.
- How many bottles, and how often.
- Roughly what each shipment costs.
- Whether they can choose or swap wines.
- Whether it is delivered or collected.
- What else comes with it: tastings, events, first access to small lots.
- How to pause or leave.
Where the club button sits
On the page that opens from the link under your name, the club button belongs near the top, not tucked under the shop. It says “Join the wine club” and opens the join page itself, not an overview of the estate.
Put two or three lines of what is included directly beneath it, so a follower reads the offer before they tap. If tastings are your main business, let booking come first and the club second: many members join after a visit, and the follower who has just booked is exactly who should see the club next.
For how the rest of your link in bio should read, see our guide to a winery’s Instagram bio, and for the tasting side, more tasting bookings from Instagram.
Steps you can take today
- Tap the link under your name as a stranger and time how long it takes to find the club.
- Write out what membership includes in six short lines, including how to leave.
- Put a “Join the wine club” button near the top of the page behind your link, going straight to the join page.
- Plan three posts around your next shipment: before, packing day, and how to drink it.
- Ask two long-standing members, with their permission, what made them join, and use their words.
Where SOMM DIGI LINK fits
SOMM DIGI LINK is a link in bio page made only for wine, with a wine club section alongside tastings, the wines and events, in whatever order suits you. Visitors shows how many people opened the page and how many tapped the club button, so you can see whether the posts are working.
You can look through the designs, build the whole page with no card, put it live and try it for seven days.
Questions people ask
How do I market a wine club on Instagram?
Show the life of the club rather than the price: release days, packing the boxes, the winemaker explaining the wines, and advice on how to drink each shipment. Keep a clear “Join the wine club” button near the top of the page behind the link under your name, with what membership includes written beneath it.
What should a wine club page say?
It should say how many bottles arrive and how often, roughly what each shipment costs, whether members can choose their wines, how delivery or collection works, what else is included, and how to pause or leave. Plain facts before the form remove the fear of signing up to something unclear.
Why do people join a wine club?
Mostly to feel on the inside. They want first access to small lots and wines that never reach the shop, a sense of belonging through events and release days, and a connection with the people who make the wine. A discount helps, but it is rarely the reason someone stays.
Last checked 26 September 2026.