How do you sell wine on Instagram?
You sell wine on Instagram by making the distance between a post and a bottle in the basket as short as possible: the link under your name should open your wines, not your home page, with one button for each wine that matters right now. The post creates the wish; every extra tap gives it time to fade.
One note before anything else. Rules on selling and shipping alcohol vary by country and by state, so check what applies to you before you sell online. This guide is about the path people take, not the law.
The journey from a post to a basket
A follower sees your rosé on a warm evening, poured into a glass on a stone table. They want it for the weekend. They tap the link under your name.
Your home page opens. They find “Shop”. The shop opens on a grid of every wine you make, sorted by colour. They scroll. The rosé in the post had a friendly name; in the shop it is listed by vineyard and vintage. They are not sure it is the same wine. They give up and put the phone down.
Nothing went wrong that you would ever see. The post did its job, the follower wanted the wine, and the path lost them. The owner rarely taps their own link, so this happens quietly, again and again.
The shop link must open the shop, not the home page
Your home page was built to introduce you. Your link in bio has a narrower job. A follower from Instagram already knows you; that is why they tapped. Sending them to the home page makes them start again.
- Link to the wines themselves: the shop page, or better, the page of the wine you are posting about.
- Test every link on your phone, from Instagram itself, not from your laptop.
- Check that the basket keeps the wine if they leave and come back.
- If the shop asks for an account before checkout, see whether your shop settings let people buy without creating one.
Show the wines on the page
A list of words is not a shop window. On the page behind your link, show each wine you want to sell with four things:
- A picture of the bottle, your own label, clearly lit.
- The name as people say it, matching the name in your posts.
- One line a sommelier would write. Not a tasting note full of fruit, but a moment: “A Chenin for roast chicken on a Sunday” or “A cool-climate Pinot to chill slightly on a warm evening”.
- The price, so nobody has to tap to find out.
One button per wine that matters
Not every wine needs a button. Choose the few you are posting about this season: the new release, the wine that sells itself, the one people buy as a gift, and a mixed case for people who cannot choose. Give each its own button that opens that wine’s page directly.
Change them with the season. Rosé and crisp whites in early summer, the new red at release, sparkling and larger bottles before the holidays. A page that moves with your posts tells a follower that what they just saw is really there.
What to post so people buy
Show the wine opened, not only the bottle standing still. The pour, the colour in a fine glass, the table it belongs on. Then answer the practical questions a sommelier would answer at the table: when to drink it, how cold, whether to decant, what to cook.
Give releases a date and small lots an honest limit. “Four hundred bottles, released Friday” is a reason to act. Use stories with the link sticker pointing to that one wine, not to the shop in general. For more on the posts themselves, see our guide to Instagram marketing for wineries.
Steps you can take today
- Check the rules on selling and shipping alcohol where you are, and where you send wine.
- Tap the link under your name as a stranger and count the taps to a bottle in the basket.
- Change that link so it opens your wines, not your home page.
- Choose the three or four wines that matter this season and give each its own button.
- Write one line for each wine about when and with what to drink it.
- Compare link taps in Instagram Insights with orders over the same weeks. Our guide to Instagram link clicks explains how to read them.
Where SOMM DIGI LINK fits
SOMM DIGI LINK is a link in bio page made for wine. It has a section for the wines, link buttons that each carry a picture, and room for tastings, the wine club and events when you want them. Visitors shows which buttons were tapped, so you can see which wine people reached for.
You can browse the designs, build the whole page with no card, put it live and try it for seven days. Your shop stays where it is; the page simply sends followers straight to the right wine.
Questions people ask
Can I sell wine directly on Instagram?
Rules on selling and shipping alcohol vary by country and by state, and the platforms have their own policies, so check what applies to you. Most wineries sell through their own online shop and use Instagram to send followers there, with the link under their name opening the wines directly.
Where should my Instagram link send people who want to buy wine?
To the wines, not to your home page. Ideally the page behind the link shows the few wines you are posting about, each with a picture, a line about it and a price, and each with a button that opens that wine’s page in your shop. Fewer taps means fewer people lost on the way.
Which wines should I feature for Instagram sales?
The ones you are posting about now: a new release, a proven favourite, a wine people give as a gift, and a mixed case for the undecided. Match the names on the page to the names in your posts, and change the selection with the season so the page always reflects what followers have just seen.
Last checked 26 September 2026.