New data from the 2025 CEE Wine Digital Report shows that the average winery spends €9,400 annually on paid social yet achieves only 0.34 % engagement rate and 1.8 % click-through to the webshop. The main reasons: sporadic posting, zero audience segmentation, and using the same content on Instagram, LinkedIn and TikTok. Wineries that switched to platform-specific storytelling and micro-campaigns (6–12 posts per release) saw 4–6× ROI improvement within one quarter. A breakdown of the most common mistakes and the exact framework that delivered €280k extra direct sales for a 40-ha Tokaj producer last year.
Featured image: Photo by Cathrine Skovly on Unsplash
