Do guest ever come in and say "hey, I saw so-and-so's post on Instagram and now I want a bottle of whatchamacallit!"? If so, what are they asking for? And who are those "influencers" who are inspiring them to drink more of Brand X or region Y?
We have seen a little success with social on the retail side. Our store is so new though we're mainly using social just to get people in the door, not targeting a specific product.