Crafting Content for the Trade Buyer, Not Just the Tasting Room Visitor
By: Jake Ahles | Morel Creative
When most wineries think about marketing, they picture the tasting room. The sunlight hitting a glass of Chardonnay just right, the quiet hum of conversation over charcuterie boards, and the swirl of a wine glass in a slow-motion Instagram reel. And all of that matters. The tasting room experience is a vital part of your direct-to-consumer (DTC) strategy. But here’s the truth:
If your brand storytelling ends at the tasting room door, you’re leaving serious growth on the table.
In the race to capture consumer attention, many wine brands overlook the audience that actually determines whether their product ever reaches a consumer at all: trade buyers.
We’re talking about distributors, wine directors, independent bottle shop owners, bar managers, restaurant groups, and even grocery buyers. These are your first customers. If they don’t say yes, the end consumer never gets a chance to.
And yet, these gatekeepers are often left out of the brand story.
The Misconception: Great Wine Sells Itself
Too many wineries assume that product quality alone will earn them placements. They think if they craft exceptional wine, people will discover it. But we live in a world with over 11,000 wineries in the U.S. alone. Shelf space is finite. Distributor portfolios are crowded. And the days of a buyer being charmed into carrying a wine based on passion alone are fading.
What buyers need is confidence. Confidence that your wine will sell. Confidence that your brand is compelling. Confidence that your team is organized and supportive. And that’s where your content comes in.
The Real Audience: Who Trade Content Needs to Serve
Unlike tasting room visitors, trade buyers aren’t there for the vibes. They have minutes—sometimes seconds—to assess whether your wine belongs in their portfolio, store, or menu. Their questions are straightforward:
• Can I sell this?
• What makes this wine different?
• Will my staff be excited to support it?
• Do I believe in this brand enough to put my name next to it?
They’re looking for clarity, professionalism, and a story that resonates with their own goals.
This means your brand needs to translate not just what you do, but why it matters in a way that makes buyers want to be part of it.
What Trade-Ready Content Looks Like
Let’s break down a few key content types that wineries should develop to support trade sales:
Sell Sheets: These are one-pagers that provide a quick, compelling overview of your wines. Think of them as your brand’s business card for the trade.
What they should include:
• Brand origin + quick story
• Tasting notes and varietal details
• Vintage information
• Winemaker philosophy
• Production method highlights
• Key selling points (e.g., sustainability, accolades, unique terroir)
• Pricing tiers (if appropriate)
• Contact info
Well-designed sell sheets make it easy for a distributor to pitch your wine or for a restaurant buyer to remember why they were interested.
Trade Brand Decks: These go a step further than a sell sheet. Think of this as your 5-slide pitch to buyers, distributors, and trade media. It should clearly walk through your brand story, differentiators, lineup, and value proposition.
Pro tip: Keep it visual. Let photos from the vineyard, cellar, or team do the heavy lifting.
Digital Asset Library: Have you ever had a buyer or distributor ask, “Do you have a bottle shot I can use for the menu?” “Can you send me a tasting note for this new wine?”
A well-organized asset library solves that problem before it starts.
What to include:
• Label art (front + back)
• Bottle and lifestyle shots
• Winemaker bios + headshots
• PDF sell sheets
• Logo files
• Social media handles and hashtags
• Content THEY can use in their social media
Make this a Dropbox, Google Drive, or hidden page on your website. Keep it updated. Your trade partners will thank you.
Trade-Focused Video Content: Not everything has to be super polished—but a short video of your winemaker introducing the lineup, or a vineyard walk-through during harvest, can go a long way. These give buyers and staff a sense of connection to your team and story.
Idea: A “60-Second Why” video for each SKU—just enough to help a sales rep or sommelier talk about your wine with confidence.
Messaging That Moves Product
Effective trade content has to do more than share information. It has to make your brand easy to believe in. Here are three messaging pivots to consider:
Lead With Differentiation: Don’t just describe what your wine is. Tell us why it’s different. Maybe it’s a rare varietal, or the vineyard sits at an unusual elevation, or you’re using old-world techniques in a new-world region. Lead with what makes you distinct.
Translate Story Into Sales Language: Instead of saying: “This Syrah is made with whole cluster fermentation to honor Rhône traditions.” Say: “Whole cluster fermentation brings out spice and structure, making this Syrah a perfect fit for wine bars and steakhouse pairings.”
Make it easy for a buyer to connect your wine to their goals.
Align With Their Pain Points: Do you offer flexible ordering? Small production lots? Are you sustainably certified? Find the angle that makes a buyer’s life easier—not just more romantic.
Don’t Just Educate. Empower: Your job isn’t just to tell trade buyers about your wine. It’s to make them feel like they can sell it.
That means providing:
• Talking points staff can use on the floor
• A short brand story that’s easy to repeat
• Visuals that make your wine stand out in a crowded list
• A follow-up plan to keep the conversation going
When you make it effortless for a wine director or floor manager to fall in love with your story and sell it through to the end consumer, you win twice.
Support Your Distributors
(Don’t Just Expect Them to Hustle)
Distributors want to believe in the brands they carry—but they also need help. Your wine might be one of 800 in their book.
The brands that get mindshare
(and menu placements) are the ones that:
• Provide relevant, easy-to-use content
• Follow up consistently and professionally
• Give them tools to close the sale
Send quarterly updates. Share stories they can pass along. Create an internal-facing video or deck designed just for distributor reps. That content is an extension of your sales force.
Why Trade Content
Drives Brand Growth
Here’s the big picture:
• You only get so far selling one bottle at a time in the tasting room.
• Trade partners multiply your reach.
• The right content unlocks new placements, stronger relationships, and faster reorder velocity.
When you empower trade buyers to tell your story, you extend your brand’s influence. You create a network of advocates who can speak your truth without needing to memorize a script. And you become more than a label—you become a trusted partner.
Final Thoughts: Make It Easy to Say Yes
Trade buyers aren’t trying to make your life harder. They’re just trying to make smart, confident decisions. When your content does the work of distilling your story into clear, useful, action-oriented materials, you make it easy for them to say yes.
So go ahead, keep refining your tasting room experience. Keep telling your vineyard story to consumers. But also:
• Build that sell sheet.
• Record that quick video.
• Organize that asset folder.
Your future buyers are waiting. Give them a reason—and the resources—to believe in you.
Make your content as intentional as your winemaking. And watch the trade say yes.
