A social presence that feels like the winery
Social media strategy · Brand voice · Copywriting · Photography · Reels
"Some people just get you, and Alicia gets us. From day one she understood the heart of Little Engine and the people behind it, and she’s helped us share that character online in a way that feels true to who we are.
She handles everything from content planning and copywriting to photography and event coverage, always with a thoughtful eye and an easy, collaborative approach. She feels like one of us."
Colin Ross, General Manager, Little Engine Wines
Little Engine Wines
Little Engine is a boutique winery on the Naramata Bench, known for its extensive range of Pinot Noir and Chardonnay and award-winning wines recognized at WineAlign’s National Wine Awards of Canada. The wines are taken seriously; the atmosphere is warm and unpretentious.
Their dog-friendly Vineyard Terrace hosts summer music evenings, with a small bites menu featuring burrata flown in weekly, local charcuterie, and caviar with blinis. The hospitality is relaxed and welcoming, whether guests are visiting for their first tasting or returning for a glass of their favourite wine.
Little Engine came to Copy Atelier looking for a social media plan that would bring that experience to Instagram and Facebook. They wanted a visually cohesive feed, a distinctive voice, and content that connected with the right audience while drawing attention to their wines, events, wine club, and tastings.
The goal was to build brand awareness, attract new customers, and keep existing customers engaged, giving guests reasons to discover their wines, book a tasting, attend an event, or become a member, while encouraging conversation and sharing along the way.
The Approach
I started with Little Engine’s business goals of increasing wine club signups and bringing more visitors to the winery. I then researched their ideal customer: who they were, how they spoke, and what resonated with them. Those insights shaped a content plan that connected the audience’s interests with reasons to visit, explore the wines, and join the club, supported by a refined, warm, and approachable brand voice.
Using the winery’s existing photography catalogue alongside my own photography and Reels, I developed content that captured the wines, the setting, and the people behind the business. The visual direction reflected the winery’s aesthetic, while the copy gave each post a clear purpose.
Wine introductions, vineyard updates, team features, and events offered different ways into the brand. Captions encouraged conversation and sharing, helping followers become more familiar with Little Engine and giving prospective guests a sense of what to expect.
The content
I regularly attend winery events to capture photography and video, sharing content to Stories in real time and editing footage into Reels. These capture the atmosphere of Little Engine, from the team pouring wines to guests enjoying music evenings on the Terrace, giving prospective visitors a feel for the experience.
When I can’t be at the winery, I direct team members on what to photograph and film so they can capture useful content for upcoming posts.
I use a custom photo filter I developed for Little Engine and plan the Instagram grid in advance, considering how photographs, video covers, colours, and subjects work together. This keeps the feed visually cohesive and consistent with the winery’s aesthetic.
The content balances wines, tastings, events, and wine club benefits with team features and vineyard updates. Each post has a clear purpose, whether introducing a new release, encouraging event bookings, explaining membership benefits, or showing the people and work behind the wines.
Over the summer, an upcoming sparkling release gave followers something to anticipate. Coverage of the wine club manager at Best of the Bench put a face behind the bottles. News of Union’s selection for the FireWorks Feast at The Inn at Bay Fortune shared a milestone worth celebrating.
Together, these stories create a fuller picture of Little Engine: what they make, who makes it, and what makes a visit special.
The results
From June through August 2026, compared with the previous three months:
178% increase in Instagram views
121% increase in Instagram comments
275% increase in Facebook shares
96% increase in Facebook clicks
With an audience-informed strategy and a more active publishing schedule, Little Engine’s social presence became more consistent in both its look and its voice. The reporting period saw greater visibility, more conversation, and more sharing, supporting the goal of bringing the winery to a wider audience while keeping existing followers involved.