Retargeting Strategies to Turn Visitors into Wine Club Members
The hardest sale you’ll ever make is the first one.
Getting someone to visit your website? That’s work. Getting them into your tasting room? Even harder. But once they’ve engaged—once they’ve shown interest—you have a golden opportunity. Because people who say “yes” once are more likely to say “yes” again.
Retargeting isn’t just about reminding people you exist. It’s about reinforcing their decision to engage with your winery in the first place. It’s about validating that first “yes” so they take the next step—joining your club, buying wine, booking a visit.
Because here’s how human behavior works: we instinctively look for feedback on our choices. When someone visits your site, steps into your tasting room, or makes a purchase, they’re subconsciously asking, Was that a good decision? Your job is to say, “Yes. And here’s why.”
That’s what great retargeting does. It turns curiosity into commitment. Here’s how to do it right.
Why Retargeting Works (and Why It’s Underused in Wine Marketing)
Most wineries spend all their time and money chasing new customers. But new customers are expensive.
The people easiest to convert? The ones who already know you. The ones who have visited your website, added something to their cart, tasted your wines, or joined your mailing list.
They’ve already raised their hand. They’re already interested. They just need the right nudge to come back.
Retargeting works because it:
Reinforces a decision they’ve already made (visiting your site, tasting your wine).
Increases familiarity—the more they see your brand, the more comfortable they feel.
Encourages action with the right message at the right time.
And yet, many wineries don’t do this well. They let visitors leave their website without follow-up. They don’t engage past tasting room visits. They assume that if someone didn’t buy or sign up immediately, they’re not interested.
That’s a mistake.
The Psychology of Retargeting: Make Them Feel Like Insiders
Every decision we make comes with a little voice in the back of our head asking, Was that the right choice?
Your retargeting strategy should give people validation and encouragement. Show them that engaging with your winery was a great decision—and that there’s even more waiting for them if they take the next step.
Instead of saying, “Hey, come back,” say:
“You’re the first to know.” (Exclusive offers, limited releases.)
“We saved this for you.” (Cart reminders, personalized recommendations.)
“Here’s what happens next.” (Wine club perks, event invitations.)
People don’t just want to buy wine. They want to feel like they belong.
Retargeting Strategies That Work
Once someone has engaged with your brand—online or in-person—your job is to continue the conversation. Here’s how to do it effectively.
1. Website Retargeting Ads: The Low-Hanging Fruit
If someone visits your website but doesn’t buy or join your club, don’t let them disappear. Facebook, Instagram, and Google all allow you to run retargeting ads specifically to these visitors.
What to show them:
For cart abandoners: A reminder of what they left behind, paired with a subtle nudge—“Still thinking about this? We’ll cover shipping if you complete your order today.”
For wine club page visitors: A targeted ad showing member-exclusive perks—“Get early access to our next release. Join now.”
For tasting room visitors: A follow-up offer—“Loved your visit? Book your next tasting with 10% off.”
Why it works: People rarely buy on the first visit. A gentle reminder (especially with an incentive) brings them back.
2. Email Retargeting: The Follow-Up That Feels Personal
Your email list is your most powerful tool for building relationships. But sending the same email to everyone is a wasted opportunity.
Segment your emails based on behavior:
If they visited your tasting room but didn’t buy wine, send a “We loved having you!” email with a special offer.
If they signed up for your email list but haven’t purchased, send an exclusive members-only invitation to a virtual tasting.
If they bought once but haven’t returned, remind them what makes your wines special with a behind-the-scenes story about your latest release.
Why it works: It doesn’t feel like marketing—it feels like a personal invitation. Learn more about email marketing.
3. Loyalty & Referral Incentives: Make Retargeting Work for You
The best customers aren’t just the ones who buy—they’re the ones who bring others into your brand.
Encourage repeat business with:
Loyalty rewards: Points for every purchase, redeemable for discounts or exclusive experiences.
Referral programs: “Invite a friend to our wine club, and you both get a free bottle.”
Exclusive events: Private tastings for repeat customers, virtual experiences for club members.
Why it works: When people feel valued, they want to stay engaged.
The Bottom Line: Retargeting is Relationship-Building
This isn’t about chasing people down with ads. It’s about reinforcing a decision they’ve already made—to engage with your winery.
When someone visits your website, walks into your tasting room, or joins your email list, they’re already interested. Retargeting just helps them take the next step.
And here’s the kicker: the best wineries don’t wait for customers to come back. They give them a reason to.
So—are you reminding your visitors why they should choose you? If not, now’s the time to start. Let’s get started.