Tap your own link, on your own phone, today
Open Instagram, go to your own profile as a stranger would, and press the link under your name. Do not scroll past it — press it.
Most wine businesses have never done this. What opens is usually the home page of a website built for a laptop, or a list of grey buttons that all look the same, or an app’s own logo sitting above a banner asking the visitor to sign up for something that is not yours.
Whatever opened, that is the first thing a person sees after deciding they like your photographs. It is worth two minutes of your attention.
Put one thing first, and mean it
A visitor from Instagram is not browsing. They came with one question — can I visit, can I buy, are you open — and the first button on the page should answer the one you most want answered.
If you sell wine online, that is the shop. If you have a tasting room, that is booking a tasting. If you are a wine bar, it is tonight’s list or a table. Pick the one that makes you money and put it at the top.
The first button gets most of the taps. Everything below it gets a fraction. That is not a design opinion, it is just how a thumb works.
What belongs on it
- Your name, written as people know it. Not "Home", not your legal entity.
- One line about you. Where you are and what you do. "Family estate in Piedmont since 1954" does more than a paragraph.
- Two to five buttons. Book a tasting, shop the wines, see the menu, find us, join the club. Not fifteen.
- Where you are and when you are open. The single most asked question a wine business gets, and the one most bio links do not answer.
- A photograph that is yours. A real one, of your place. It outperforms anything stock, including ours.
Four things that send people away
- A link back to Instagram. They came from Instagram. Sending them back is a loop.
- A PDF menu. It opens as a download, or as a document zoomed to the wrong place on a phone. Put the list on the page.
- Buttons that all look identical. If your wine club looks exactly like your Facebook, nothing says "start here".
- Somebody else’s branding. A general link tool on its free plan puts its own name above yours and its own banner under your last button. You are paying for that with your own visitors.
How long it should take
A page like this is twenty minutes of work, once. Writing your name, choosing a design, writing one line, adding two or three buttons, and pasting the address into Instagram.
Then it wants ten minutes a month: the events that have passed, the wines that have sold out, the hours that changed for the season.
Questions people ask
What should a winery put in its link in bio?
Your name as people know it, one line saying where you are and what you do, and two to five buttons: book a tasting, shop the wines, join the club, find us. Add your opening hours and the address with a map, and a photograph of your own place. Put the one that earns your living first.
How many links should a winery have on its Instagram page?
Between two and five. Every extra button takes a little attention from the others, and the first button gets the most taps. If a link has not been tapped in a month, it is usually better off the page than at the bottom of it.
How often should a winery update its link in bio?
Ten minutes a month is enough for most. Take off the events that have passed and the wines that have sold out, and change the hours when the season changes. A shorter page that is true beats a longer one that is not.
Last checked 20 September 2026.