The link under your wine shop’s name.

What should a wine shop’s link in bio hold?

A wine shop’s link in bio should hold this week’s bottles, a way to order or reserve them, your tastings in the shop, how delivery or collection works, and your hours and address. Those answer almost every question a follower brings with them, and nothing else needs to come first.

A bottle shop’s Instagram does one thing brilliantly: it makes people want a particular bottle today. The link under your name has to finish that job while the wish is still warm.

What a follower sees when they tap now

Picture it from their side. Yesterday you posted a bottle of Grenache from a small grower, with a line about how it tastes with roast lamb. A follower wants it. They tap the link under your name.

What opens is the home page of your online shop. A banner about a sale that ended last week. A cookie notice. A menu sorted by country, then region, then grape. The Grenache is nowhere on the screen. They type its name into the search box, get three results that are not it, and close the page.

Or they get Instagram’s own grey list of links, with “Shop”, “Website” and a web address cut off halfway, and have to guess which one holds the bottle.

You did the hard part. The post worked. The page lost them.

Why the shop’s home page is the wrong first stop

Your online shop is built for browsing. It suits someone at a laptop who already knows you and wants to wander the shelves. That is a real customer, and the shop should stay exactly as it is for them.

The Instagram visitor is different. They are on a phone, they came from one post, and they have one bottle in mind. A home page asks them to start again from the beginning. Every screen between the tap and the bottle is a chance to give up.

So keep the shop, and put a page in front of it that points straight into it: to the exact bottles you posted this week, the tasting on Friday, the delivery details. The page is the shop assistant who meets them at the door and says “it’s just here”.

What to put on it, in order

For how the same thinking works for bars, read our guide to the wine bar link in bio.

• This week’s bottles. The handful you are posting about, each with its own photograph and a word or two, each button going straight to that bottle in your shop or to a way to reserve it.
• Order or reserve. One clear button for people who want to ask, hold a bottle or place an order by message or phone.
• Tastings in the shop. The next date, what is being poured, and how to book a place.
• Delivery or click-and-collect. Where you deliver, and how collection works, in one or two plain lines.
• Gift ideas. A few bottles or boxes grouped by occasion — a thank-you, a birthday, a dinner invitation.
• Hours and address, with a map. People check this before they walk over. Make it impossible to miss.

Bottle shop Instagram ideas that feed the page

The posts and the page should tell the same story. When they do, every post becomes a reason to tap.

• The bottle of the week. One bottle, one reason to open it, and a line saying it is on the page under your name.
• Delivery day. The cases arriving, the shelf being filled. Followers love seeing what has just come in.
• The staff pick. A handwritten note on a shelf card, photographed as it is.
• The tasting. Glasses set out on the counter the afternoon before, with the date in the caption.
• Gift season. Wrapped bottles on the counter a few weeks before the holidays, pointing to the gift section on the page.

Keeping it current without it becoming a job

A page that still shows last month’s bottles tells followers nobody is minding it. Choose one day a week to change the bottles, the same day you post the new arrivals, and it takes minutes.

Leave the rest alone. Hours, address, delivery and the tasting button rarely change. Only the top of the page needs to move with the week.

Today, even without any new tools, you can tap your own link, count how many screens stand between a follower and the bottle in your latest post, and change your link to point at that bottle directly.

Building the page

SOMM DIGI LINK is a page behind your Instagram link made only for wine, including wine shops. You pick a finished design, type your shop’s name, and the design wears it. Buttons carry pictures, the order is yours, and there is room for tastings, events, hours and a map.

Use your own photographs for this week’s bottles, since the labels are the point. For gift sections, tastings and the look of the page, the wine picture library has glasses, bottles and people that show no real label. You can see the designs and build the whole page before deciding anything.