How to Sell Your Wine Without Scare Tactics-A Case Study

In which, I rewrite a script from a wine ad I keep seeing

In my last post, we talked about the confusion surrounding “natural wine” and how poor language and vague definitions can create more customer misunderstanding—not less.

Today, I want to dig a little deeper into the marketing side of this issue, specifically how some brands are trying to position themselves as "better" by subtly (or not-so-subtly) dismissing U.S.-made wines.

I keep getting served ads from “Natural” and “Clean” wine brands on Instagram after this week’s post (the algorithm at work, my friends). To make this abundantly clear, I’m not here to trash any specific winery. In fact, the example I’m about to share is from a brand that's doing a lot of things right.

They have cool/unique packaging, make their wines from certified organic grapes, speak transparently about their ingredients, and are positioning their wine for casual, everyday drinking. These are all good things! I’ve said it before, and I’ll say it many times: anything that gets more people curious about wine is a win in my book.

AND… the way they are framing their message right now is lazy.
Instead of focusing on what makes their brand great, they’re relying on the tired “everyone else is bad, we’re number one” trope. I think they could do a lot better (and sell more wine) without “throwing shade,” as the cool kids say.