Running a winery takes a full team effort. From managing wine club emails and planning events to tending the tasting room, scouting the vineyard, and supporting the winemaking crew, there’s always something that demands attention.

Time is limited, but artificial intelligence (AI) tools can help wineries work smarter.

We asked Tamara Bingham, co-founder of Likely Story Strategies and a seasoned marketing professional with deep roots in the wine industry, for her top AI strategies.

In this week’s Marketing Tip, we’re sharing her strategies with you.

“AI won’t replace your voice—it’ll help you amplify it.” – Tamara Bingham

 

Five ways to put AI to work:

1. Let AI Handle the Busywork

Apps like Krisp can record conversations and automatically turn them into action items and summaries. Use a meeting assistant app during staff meetings or impromptu brainstorms to ensure important details don’t get lost.

You can even record voice notes while out in the vineyard or on the way to an event, with full transcriptions generated automatically.
 

2. Repurpose What’s Already Working

Past wine club newsletters, social media posts, and email campaigns are a goldmine of valuable content. AI assistants like Claude or ChatGPT can help:

• Rework top-performing content for new formats or platforms
• Turn newsletters into short-form posts or blog snippets
• Refresh ideas without starting from scratch

As an example, we asked Claude to turn a newsletter email from Niner Wine Estates into a social media post: “Turn this email [Niner Wine Estates Newsletter] into an Instagram post with a friendly, casual tone.”

Big news: Our 2023 Pinot Noir just scored 93 points from Wine Enthusiast! Straight from the foggy mornings of Jespersen Ranch and aged in French oak, this vintage is elegant, layered, and full of coastal charm. Think cranberry, candied orange peel, rose petals... with just a hint of wet clay (in the best way). Cool-climate lovers, this one’s for you. Winemaker Molly Bohlman says it best:  “2023 was a cool year that made elegant Pinot with all the spice, bright fruit, and subtle earthiness we love. It’s been on heavy rotation at my house!” Wine Club members got this in their Winter shipment—but the last cases are now in the tasting room and online. 93 pts | $65 Link in bio to shop Want the full story of Jespersen Ranch? Head to the blog!

 

3. Plan Social Media Content in Advance

AI can create a monthly or seasonal content calendar aligned with release dates, pick-up parties, holidays, and vineyard milestones.

Provide a few themes or goals, and it will generate post ideas, captions, and suggested hashtags—helping you stay consistent and avoid last-minute scrambling.

Sample prompts to try:

• "Create a list of Instagram Story ideas for a winery's harvest season. Include behind-the-scenes moments and interactive poll suggestions."
• "Generate a week of Facebook posts promoting our SIP Certified sustainable practices, using a tone that’s educational but approachable."
• "Write five Instagram captions promoting our holiday wine bundles [list]. Each caption should sound warm and inviting, and include hashtag suggestions."

Example (using ChatGPT):

4. Simplify Winery Event Planning

AI tools can make event planning much easier by:

• Building a run-of-show schedule based on your details
• Recommending promotional strategies, including email timelines and ad copy
• Creating visuals and mood boards with tools like Canva Pro

Just input elements like your logo, brand colors, and examples of past events to get polished, on-brand results.

Example:

Prompt: I work for a non-profit called Vineyard Team that promotes sustainable winegrowing and we have a sustainable certification program called SIP Certified. We will be exhibiting at a consumer event called "LA Loves Wine” in Los Angeles in June, showcasing brands that prioritize certifying their wines. It will be attended by 3,000 consumers over the course of 3 days. We will have a 20x20 foot space outdoors and I want to make sure to provide shade, have seating, and have interactive visuals where consumers can learn about sustainable winegrowing, try sustainable wines, sit down and take a break from the event, and sign up for more information. Our colors are green #979d33 and blue #617f8b and we want it to look inviting but modern (not the usual wine barrels as tables look). Can you mockup how our space might look? Output:

 

5. Turn Customer Feedback into Insights

Survey results and event feedback are often underused. AI can quickly identify themes, create visual summaries, and even highlight standout quotes for marketing.

Paste in your feedback and ask AI to identify common takeaways or design an infographic showcasing top topics or testimonials.
 

Get Started: Start Small and Build

Trying just one tool could save hours each week. Free versions are a great place to start, but many paid options unlock even more advanced features.

With the right prompts and a little curiosity, AI can help wineries stay ahead, stay personal, and stay connected.
 

Want More AI and Marketing Tips?

For more practical ideas to simplify your marketing and build stronger connections with your audience, visit Likely Story Strategies.

You can join Tamara Bingham’s newsletter for ongoing tips and explore her full range of services—from branding to campaign activation to delivering real results for wineries and small businesses.