Posting Non-Wine related Content as a Wine Business in the Pacific Northwest
Welcome, winery owners, vineyard managers, and wine industry professionals in the Pacific Northwest!
As a web designer specializing in creating websites for wineries, vineyards, and wine-related businesses in the Pacific Northwest, I’ve had the pleasure of working closely with many wine business owners who face a common dilemma:
How much non-wine related content should you publish on your website or digital platforms?
This is a nuanced question with no one-size-fits-all answer. As the digital landscape evolves, so do consumer expectations. Today’s wine lover isn’t just looking for tasting notes or vintage details—they’re seeking experiences, stories, and a sense of community. In this comprehensive guide, we’ll explore the strategic role of non-wine content, how to determine the right balance for your wine business, and provide actionable tips for implementation.
Why Non-Wine Content Matters for Your Brand
1. Building Authentic Brand Identity
Your brand is more than just your varietals or the soil your grapes grow in—it’s the story, the people, the place, and the lifestyle. The Pacific Northwest is renowned not only for its wines but also for its rich tapestry of culture, landscape, and community. Publishing non-wine content allows you to tap into these elements, broadening your brand’s appeal and deepening customer loyalty.
2. Differentiation in a Crowded Market
With hundreds of wineries in Oregon and Washington alone, it can be challenging to stand out. While your Pinot Noir or Syrah might be exceptional, so might your neighbor’s. Non-wine content gives you space to showcase what makes your business unique—whether that’s your commitment to sustainable farming, your farm-to-table events, or your partnerships with local artisans.
3. Enhanced SEO and Broader Audience Reach
Google and other search engines reward websites that provide diverse, high-quality content. Including non-wine topics—such as travel guides, food pairings, local history, or agritourism—can help attract new visitors who might not have found you otherwise. This leads to increased website traffic, longer session times, and ultimately, more conversions.
4. Engaging the Wine Lifestyle
Wine is inherently social and intertwined with food, travel, and culture. By publishing content about local hikes, seasonal recipes, or art events, you position your brand as a lifestyle destination, not just a beverage producer.
What Counts as Non-Wine Content?
Let’s clarify what we mean by “non-wine content.” For this discussion, non-wine content refers to any topics on your website, blog, or social media that are not directly about wine production, tasting notes, vineyard updates, wine events, or your wine club.
Common examples include:
Local travel guides and itineraries (e.g., “A Weekend in Willamette Valley”)
Food recipes unrelated to wine pairings
Profiles of local artists, musicians, or craftspeople
Sustainable farming practices (beyond the direct impact on your wine)
Outdoor activities (hiking, cycling, kayaking in your region)
Seasonal celebrations and traditions
Home décor, gardening, or entertaining tips
Community stories, philanthropy, or educational initiatives
The Unique Landscape of the Pacific Northwest Wine Industry
Before we delve into content strategies, let’s acknowledge the distinctive character of the Pacific Northwest. Oregon and Washington wineries thrive within a tapestry of natural beauty, culinary innovation, and vibrant communities.
This region draws not just wine enthusiasts but also foodies, outdoor adventurers, and culture seekers.
Key characteristics of the region:
Strong emphasis on sustainability and environmental stewardship
Active farm-to-table and locavore movements
Diverse outdoor recreation (hiking, fishing, skiing, cycling)
Rich local arts and music scenes
Emerging culinary destinations (Portland, Seattle, Walla Walla)
Deep history and traditions (Native American heritage, pioneer roots)
Your content strategy should reflect and leverage these regional strengths.
Understanding Your Audience
Who are your visitors?
The first step in deciding how much non-wine content to publish is to know your audience. In the Pacific Northwest, your clientele may include:
Local residents invested in community and regional pride
Tourists planning wine country getaways
Foodies seeking farm-to-table experiences
Outdoor enthusiasts looking for weekend adventures
Wine collectors and connoisseurs
Young professionals interested in new experiences and lifestyle content
Each group has different needs and interests. For instance, tourists may be searching for local accommodations or things to do. Foodies want recipes and restaurant recommendations. Locals might care about community events or philanthropy.
Tip: Use analytics tools and customer surveys to segment your audience and tailor content accordingly.
How Much Non-Wine Content is “Just Right”?
Let’s address the core question: How much non-wine content should you publish?
The answer depends on your brand, your goals, and your audience—but here are some general guidelines:
1. The 70/30 Rule (Wine/Non-Wine)
A widely-accepted content marketing principle is to maintain about 70% wine-related content (your core offering) and30% non-wine content (lifestyle, local, or related topics).
This ratio ensures you stay focused on your primary business while still engaging broader interests.
Why not more?
If non-wine content overwhelms your wine content, you risk diluting your brand’s core message and confusing your audience. Your website should always make it clear that you’re a wine business first.
2. Seasonal Flexibility
Some times of year lend themselves to more non-wine content.
For example:
Harvest season: Focus on wine production, behind-the-scenes, grape varietals
Holiday season: Include more recipes, entertaining tips, local shopping guides
Summer: Outdoors guides, picnic tips, regional travel features
Adjust your ratio seasonally, but keep your brand’s core focus intact.
3. Audience-Driven Adjustments
If you notice that your non-wine content is driving higher engagement, traffic, or conversions, don’t be afraid to adjust the ratio. Let data guide your decisions. Some businesses find that up to 40% non-wine content works for their audience.
Types of Non-Wine Content That Resonate in the Pacific Northwest
Let’s look at specific content ideas that work particularly well in our region:
1. Local Travel Guides
The Pacific Northwest is a major travel destination. Offer curated itineraries, hidden gems, or recommendations for nearby attractions.
Example blog posts:
“A Guide to Exploring Columbia Gorge After Your Tasting”
“Weekend Getaway: Hiking and Sipping in the Willamette Valley”
2. Food and Recipe Content
Oregonians and Washingtonians are passionate about food. Share seasonal recipes featuring local ingredients. Highlight collaborations with chefs or local producers.
“Farm-to-Table Recipes for Spring Picnics”
“How to Build a Pacific Northwest Cheese Board”
3. Sustainability and Eco-Friendly Living
Showcase your green initiatives, but also share tips for sustainable living, gardening, or composting. Educate your audience about environmental stewardship.
“Sustainable Living Tips from Our Vineyard”
“How We’re Supporting Salmon-Friendly Farming”
4. Community and Philanthropy
Celebrate your involvement in local causes, festivals, or educational programs. Humanize your brand by telling the stories of your team, neighbors, or community partners.
“Meet the Artisans Crafting Our Tasting Room Décor”
“Supporting Local Schools: Our Annual Harvest Fundraiser”
5. Outdoor and Adventure Content
Tie into the region’s love of adventure. Suggest hikes, bike routes, or paddling spots near your winery. Offer guides for planning an active vacation.
“Hiking Trails Near Our Winery You’ll Love”
“Sip and Cycle: Biking Tours in the Yakima Valley”
6. Arts, Music, and Culture
Promote local art shows, concerts, or cultural events. Feature interviews with local artists or musicians.
“Live Music in the Vines: Upcoming Performances”
“Spotlight on Local Potters: Creating Our Signature Wine Goblets”
How to Integrate Non-Wine Content Seamlessly
1. Stay On-Brand
Non-wine content should complement your core offerings. Choose topics that align with your brand values and your customers’ lifestyle.
2. Use Storytelling
Weave stories that connect wine to the broader context—be it food, place, or people. For example, a post about a local chef can include a wine pairing tip.
3. Leverage Visuals
The Pacific Northwest is visually stunning. Use high-quality photography and video to showcase your region, your team, and your community events.
4. Cross-Promote with Partners
Collaborate with local businesses—restaurants, galleries, tour operators—for guest blog posts, joint events, or social media takeovers.
5. Create Recurring Features
Establish regular content series: “Meet the Locals Mondays,” “Trail Tuesdays,” or “Sustainable Saturdays.” This builds anticipation and loyalty.
Measuring Success: Data-Driven Decisions
Key Metrics to Track:
Page views and time on site for non-wine content
Engagement rates (comments, shares, likes)
Newsletter signups originating from non-wine posts
Conversion rates (event bookings, wine club signups) following non-wine content
Search engine rankings for non-wine keywords
How to Use This Data:
Identify which topics drive the most engagement and conversions.
Adjust your content calendar to feature more of what works.
Don’t be afraid to retire topics that don’t resonate.
Pitfalls to Avoid
1. Losing Focus on Wine
Remember, your primary business is wine. Non-wine content should never overshadow your core messaging or product offerings.
2. Being Too Generic
Avoid generic lifestyle content that could appear on any website. Tailor your non-wine content to your unique story, region, and audience.
3. Inconsistency
Don’t let non-wine content become an afterthought. Create a content calendar and stick to it, ensuring consistency in quality and frequency.
4. Overextending Resources
Don’t spread yourself too thin chasing every content trend. Focus on the formats and topics you can execute well.
Real-Life Examples: Pacific Northwest Wineries Doing It Right
Let’s examine a few success stories (brand names changed for privacy):
1. Cedar Hill Cellars, Willamette Valley
Cedar Hill maintains a blog with a 70/30 split. In addition to wine releases, they post:
Monthly “Local Adventure” guides (hikes, farm markets)
Seasonal recipes featuring local chefs
Profiles of their organic farming practices
Result: Their non-wine posts are among the most shared on social media, and they’ve seen a 25% increase in tasting room visitors who mention discovering the winery through a travel guide post.
2. Cascade Crest Winery, Columbia Gorge
Cascade Crest’s strategy includes quarterly features on local artisans and a rotating “Community Spotlight” series. Their email newsletter includes a section on upcoming music festivals and outdoor events.
Result: Their mailing list has grown 30% year-over-year, with many new signups citing the desire to stay informed about local happenings.
3. Sunridge Vineyards, Yakima Valley
Sunridge uses Instagram to highlight local food trucks, artists, and regional events alongside their wine content. They’ve become a hub for community engagement.
Result: Their follower count has doubled in a year, and partnerships with local businesses have led to co-hosted events that bring new customers to their tasting room.
Step-by-Step Guide: Building Your Content Calendar
1. Audit Your Current Content
List all blog posts, social media updates, and web pages. Determine what percentage is wine vs. non-wine.
2. Set Your Ratio
Start with a 70/30 split. Use your website analytics to adjust as you go.
3. Brainstorm Non-Wine Topics
Gather your team and brainstorm topics that reflect your region, community, and brand values. Prioritize those with the strongest local relevance.
4. Assign Roles and Resources
Decide who will create content (staff, freelancers, partners) and what resources you need (photography, video, graphic design).
5. Create a Content Calendar
Map out your posts for the next three to six months. Mix wine and non-wine topics, ensuring seasonal relevance.
6. Promote Across Channels
Share your non-wine content across your website, blog, email, and social media. Tag and collaborate with local partners.
7. Measure and Refine
Review analytics monthly and adjust your strategy based on what works best.
Frequently Asked Questions
Q: What if my audience only cares about wine?
A: Test the waters with a few non-wine posts. You might be surprised by the response. Even hardcore wine fans appreciate local travel tips or food content that enhances their overall experience.
Q: How can I create non-wine content if I have a small team?
A: Partner with local businesses or guest contributors. Repurpose content from events, or share user-generated content (with permission).
Q: How do I avoid sounding like a travel agency or lifestyle blog?
A: Always connect non-wine topics back to your brand story. For example, a hiking guide can end with a recommendation to visit your tasting room post-hike.
Conclusion
Striking the right balance of non-wine content is both an art and a science. For wine businesses in the Pacific Northwest, embracing the broader lifestyle and community surrounding your winery can pay huge dividends. Not only does it differentiate your brand and deepen customer relationships, but it also drives traffic, engagement, and sales.
Start small, measure often, and let your audience guide you. The Pacific Northwest offers a wealth of stories—make sure yours is one that connects wine, place, and community in a way only your business can.
Ready to raise your glass (and your conversions)? Let’s create a digital tasting room as inviting as your vineyard - from your vineyard to your customers’ tables!🍇🍷
Let’s raise a glass to your success—both in wine and beyond! 🍷
As a web designer who specializes in the wine industry, I help wineries and vineyards create beautiful, effective websites and digital marketing strategies tailored to their unique stories and audiences. If you’re ready to boost your online presence and connect with new customers, let’s have a chat about how strategic & smart web design can take your winery to the next level!
Cheers to your success in the wine industry!
Maike
The Golden Square Design Studio
Where Vision Meets Innovation
Creating Stunning & Strategic Websites for Online Success