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?
I have found social to be a good way of communicating more with an existing customer base, i.e amplifying things that we already do well to people for who wine is a relatively small part of their social media diet, but know us instead from real world connections.
I think that a lot of the wine activity that we see on social media more broadly is a bit of a tempest in a tea pot, with the same few thousand people all following and promoting each other’s posts to each other. There is not actually much of a market there, and so I would not recommend buying wine in the hope of selling it off the back of an “influencer.”