The short answer
A good winery Instagram bio says what you are and where you are, gives one reason to trust you, and tells a follower what to do next, all within the 150 characters Instagram allows. The link under it should then open exactly what those words promised.
That is the whole craft. Everything below is how to do it well, what to leave out, and how to keep the bio and the link agreeing with each other.
What a stranger reads in the first few seconds
Someone lands on your profile from a friend’s share, a tag or a search. They look at three things: your picture, your name, and the few lines under it. Then they decide whether to follow, to tap the link, or to leave.
Too many wine bios spend those lines on feelings everyone shares. “Wine lover.” “Life is too short for bad wine.” “Passion in every bottle.” None of it tells a stranger where you are, what you make, or what they can do next. A quiet, precise bio reads as confidence; a vague one reads as any account at all.
Three jobs in 150 characters
Give each job its own line. Leave out the hashtags; they take space and tell a stranger very little. Your name and handle already sit above the bio, so the bio does not need to repeat them.
- What and where. “Family estate in Piedmont.” “Natural wine bar in east London.” Place is a reason to care, and it tells people whether they can visit.
- Why trust you. One fact, not a list. A year, a method, a grape, a person. “Organic since 1998.” “Third generation.” “Run by a sommelier.”
- What next. One action, written as an invitation. “Book a tasting below.” “Tonight’s list below.” “Join the club below.”
Ten example bios
Each one is under 150 characters. The names are placeholders; put in your own. The “·” marks where a line break would go.
- A family estate: Family estate in Piedmont since 1954 · Nebbiolo and Barbera from our own hillside · Book a tasting at the cellar below
- A natural wine producer: Small-batch wine from old vines in the Loire · Nothing added, nothing taken away · New releases and the shop below
- A tasting room: Tasting room open Thursday to Sunday · Five wines, one terrace, the whole valley in view · Book your table below
- A wine bar: Natural wine bar in east London · A short list by the glass that changes every week · Tonight’s list and a table below
- A wine shop: Independent wine shop and tasting counter · Small growers, honest advice · Order for delivery below
- An importer: Importing small family growers from Spain and Portugal · Trade list and new arrivals below
- A sommelier: Sommelier and wine list consultant · Lists for restaurants, private tastings, events · Enquiries below
- A wine educator: Wine courses for curious beginners, in person and online · Next course dates below
- A winery with a club: Your Winery · Cool-climate Chardonnay and Pinot Noir · Members taste first: join the club below
- A winery with events: Vineyard lunches, harvest weekends, winemaker dinners at the estate · This season’s dates below
The words must promise what the link opens
This is where most bios let people down. The bio says “Book a tasting below”, the follower taps, and a home page opens with a slideshow, a menu and no booking in sight. The promise was broken in one tap. There is more on that in your website, or a page made for the phone.
Read your last line, then tap your own link. The first thing on screen should be the thing the line named. If the bio says “Tonight’s list below”, the list is the first button. If it says “Join the club”, the club is at the top of your link in bio, not fifth.
When the season changes, change both together. Harvest weekends in the bio mean harvest weekends first on the page. A bio and a link that move together feel looked after; a bio still promising last summer’s event feels abandoned.
Write yours today
- Write one line for what and where, one for why trust you, and one for what next.
- Read it aloud. Cut every word a stranger would not miss.
- Count the characters, spaces included, and stay under 150.
- Paste it in under Edit profile, then Bio.
- Tap your own link and check that the first thing it opens is the thing your last line promised.
- Ask one person who has never visited to read it and tell you where you are and what you want them to do.
A page that keeps the promise
If your link cannot open what your bio promises, the answer is the page, not the words. SOMM DIGI LINK is a page for the link under your name, made only for wine businesses. Booking, the shop, the club, events, hours and a map sit in any order you like, so the top of the page can always match the last line of your bio.
Start from one of the designs made for wine, and read what to put on a winery’s link in bio before you choose the order.
Questions people ask
How long can an Instagram bio be?
Instagram gives you 150 characters for the bio, including spaces and line breaks. That is enough for three short lines: what you are and where, one reason to trust you, and what to do next. Your name and handle sit above the bio in their own places, so there is no need to spend characters repeating them.
Should a winery put hashtags in its Instagram bio?
Usually not. Hashtags in a bio use characters that could say where you are or what to do next, and a stranger reading your profile learns little from them. If you have one hashtag of your own that followers use when they visit, one is enough, placed on the last line where it does not interrupt.
What should the last line of a winery bio say?
One action, the one that matters most to your business this season: book a tasting, see tonight’s list, join the club, order for delivery. Write it as an invitation and point it at the link below. Then make sure the first thing the link opens is exactly that action, so the promise holds.
How often should I change my winery’s Instagram bio?
Whenever the thing you most want people to do changes. A wine year has a rhythm: tastings in spring, events in summer, harvest in autumn, gifts before the holidays. Change the last line when the season turns, and change the order of your link page at the same moment, so the words and the page keep agreeing.
Last checked 26 September 2026.