How do you promote a winery event on Instagram?
You promote a winery event on Instagram in three moves, announce, remind and fill, and you make sure every post leads to the same place: an events list behind the link under your name that is always current, with one button to book each event. Events are often half full not because nobody saw the post, but because a week later people could not find where to book.
This works for every kind of wine event: harvest days, winemaker dinners, seasonal tastings and open days.
What a follower finds a week later
A follower saw your harvest day post three weeks ago and thought, yes. On Thursday they remember. They open your profile; the post is buried under a dozen newer ones. They tap the link under your name.
The events page opens with last year’s winter market at the top and a summer dinner that has already happened. Harvest day is not there, or it is there with no way to book. Is it still on? Is it sold out? They do not know, and they do not ask. The weekend fills with something else.
Announce, remind, fill
Announce early enough for people to plan: a few weeks for a dinner with limited seats, less for a relaxed open day. The first post says what, when, where, the price, what will be poured and how to book. Pin it to the top of your grid.
Remind with the story behind the event, not the same poster again. The menu and why each wine was chosen for its course. The chef in the kitchen. The rows that will be picked and what the grapes taste like this week. Each reminder is a new reason to come.
Fill in the last days with stories and the link sticker straight to the booking: “Six seats left for Friday’s dinner.” Honest scarcity is useful information, not pressure.
After the event, post how it went and name the next date, so the people who missed it know where to look.
Give each kind of event what it needs
Each event answers different questions, and the booking comes faster when those answers are already written.
- Harvest days: what to wear, whether people will pick or watch, whether children are welcome, and what happens if it rains.
- Dinners: the menu, the wines with each course, how dietary needs are handled, and a word on getting home, since nobody should have to drive home after a winemaker’s dinner.
- Tastings: what is poured, how long it takes, and whether it suits beginners or people who already know the region.
- Open days: whether booking is needed at all, the hours, and what is on at which time.
An events section that is always current
On the page behind your link, list upcoming events in date order, nearest first. Each one needs a date, a time, one line about it, a price, and a button to book.
When an event is close, move the events section up the page. When the calendar is quiet, let it sit lower, below tastings and the wines. Our guide to the link in bio for wineries covers the order of the rest.
Remove past events the same day they end. A finished event left on the page makes the whole page look forgotten, and a follower starts to doubt the opening hours and prices too. Replace it with the next date, or a single line: “Next event announced soon.”
One button to book each, and a line in the ticker
Avoid a single “Events” button that opens a calendar. Give each event its own button, named for the event, going straight to its booking. When one sells out, say so on the button and point to the waiting list or the next date.
If your page has a moving line of short phrases, add the event there too: “Harvest day, Saturday 3 October.” It is seen by everyone who opens the page, even those who came for something else.
Steps you can take today
For pairing events with tastings, see more tasting bookings from Instagram.
- Tap the link under your name as a stranger and check that every event shown is still to come.
- Remove anything past, today.
- Give your next event its own booking button with the date, time and price beside it.
- Plan the three moves for it: one announcement, two or three reminders, and a final story with the link sticker.
- After it, post the photographs and the next date.
Where SOMM DIGI LINK fits
SOMM DIGI LINK is a link in bio page made for wine, with an events section, a moving ticker, tastings and booking, and sections you can put in any order, so events can rise to the top when one is coming. Visitors shows which buttons people tapped, event by event.
You can browse the designs, build the whole page with no card, put it live and try it for seven days.
Questions people ask
How far ahead should a winery announce an event on Instagram?
Early enough for people to plan. A dinner with limited seats needs a few weeks, so people can arrange the evening and travel. A relaxed open day needs less. Announce once with every detail and the booking link, then remind with the story behind the event, and fill the last places with stories.
Should I delete past events from my winery’s page?
Yes, on the day they end. A past event left at the top makes the whole page look out of date, and followers start to doubt the rest of it. Replace it with the next date, or post photographs of how it went on Instagram and keep the page for what is still to come.
What is the best way to take bookings for winery events from Instagram?
Give each event its own button on the page behind the link under your name, going straight to that event’s booking. Put the date, time and price beside it. In stories, use the link sticker pointing to the same booking. When an event sells out, say so and offer a waiting list or the next date.
Last checked 26 September 2026.