How to Prepare Your Winery for a Campaign Photoshoot

Crafting elevated, intentional imagery that reflects the heart of your winery.

Professional winery photography is one of the most powerful ways to communicate your brand story. Whether you're preparing for a seasonal campaign, updating your website, or creating assets for social media, the experience works best when your winery is thoughtfully prepared.

As an Okanagan commercial photographer specializing in winery imagery, I’ve created this guide to help your team get ready for a smooth, efficient, visually stunning campaign shoot — one that reflects the craftsmanship and personality of your wines.

1. Clarify Your Creative Direction

Before the shoot begins, take a moment to outline your goals. Strong creative direction helps us produce images that feel cohesive, intentional, and aligned with your brand.

Consider asking:

• What story do we want this campaign to tell?

• Are we highlighting specific wines, winemaking moments, or tasting experiences?

• Should the imagery feel warm and intimate, elevated and editorial, or seasonal and celebratory?

• Who is the target audience?

If you have brand guidelines, colour palettes, or mood boards, share them beforehand. The more aligned we are creatively, the more unified and impactful the final gallery will be.

2. Choose Your Key Locations

Your winery likely has multiple beautiful, photogenic areas:

the tasting room, cellar, production floor, vineyard blocks, outdoor patio, or seasonal installations.

To maximize our time:

• Select 3–5 “hero locations”

• Ensure each area is tidy, styled, and free of clutter

• Consider time-of-day lighting (sunset and cellar light create dramatically different moods)

• Remove distracting signage or miscellaneous items

Lighting plays a huge role in the emotion of your final images. If you’re unsure which areas photograph best, I’m happy to help plan a location strategy.

3. Prepare Styling Elements

Thoughtful styling elevates your images from good to exceptional.

Before the shoot, gather:

• Clean, polished glassware

• Pristine, unopened wine bottles

• Neutral linens

• Charcuterie elements or small décor pieces

• Seasonal accents (garlands, citrus, florals, candles)

• Branded items such as corkscrews, menus, or tasting cards

These subtle touches help create atmosphere and tell a more complete story of your winery.

If needed, I can bring my own curated styling kit to match your brand aesthetic.

4. Choose Wardrobe Carefully (Staff or Models)

If people will appear in the images, choose clothing that complements your brand’s colour palette and feels natural to your space.

Best choices:

• Neutrals, earth tones, warm textures

• Clean and polished outfits

• Avoid large logos, neon, or busy patterns

Wardrobe is a small detail that dramatically impacts how elevated your final gallery feels.

5. Prepare Wine Bottles with Professional-Level Detail

Wine bottles are the hero of your brand — and the camera reveals every detail.

Here’s how to ensure your bottles photograph beautifully:

• Align Bottle Molding Seams to the Sides

Every wine bottle has two glass seams. On camera, these seams catch light and distract from the label.

Rotate the bottle so the seams sit at the side edges, not on the front.A tiny adjustment that creates a significantly cleaner, more premium look.

• Straighten and Center the Capsule

Check that:

• foils are aligned

• seams run down the back

• wax tops are even

• caps are not twisted

These issues become obvious in close-up winery campaign photography.

• Polish the Glass Thoroughly

Fingerprints and smudges are invisible to the eye but very visible on camera.

Use:

• microfiber cloths

• streak-free cleaner

• clean hands when handling bottles

I continue polishing during the session, but starting with spotless bottles saves time and keeps the images consistent.

• Remove Back Labels When Possible (or Hide Them)

One of the most professional wine photography tricks:

Back labels often create dark patches or uneven tones in the wine.Removing them (or turning them away from the light) allows the liquid to glow cleanly, especially for rosé, white wines, and anything backlit.

This technique produces that high-end, editorial clarity seen in premium campaigns.

• Check Label Condition

Labels should be:

• straight

• bubble-free

• clean and unscuffed

If a bottle has imperfections, it’s better suited for pouring or lifestyle shots, not the main hero image.

• Have Backup Bottles Ready

Because during a shoot:

• moisture forms

• fingerprints accumulate

• tops get opened

• props shift

A second pristine bottle ensures we always have a perfect option ready.

6. Set Up Pouring and Tasting Items

If the shoot includes lifestyle moments:

• Prepare clean glassware

• Choose fresh garnishes or ingredients

• Have towels ready for spills or condensation

• Ensure someone comfortable with being photographed is available to pour or swirl

Authenticity matters — genuine movements photograph better than staged ones.

7. Clear the Spaces We’ll Be Shooting In

Before I arrive:

• Remove clutter

• Hide cleaning supplies, boxes, or storage items

• Wipe down surfaces

• Remove distracting signage

• Clear counters and tables

A tidy space allows your architecture, wine, and brand experience to shine.

8. Coordinate Staff and Timing

Make sure your team knows:

• the shoot schedule

• which areas must remain open

• who may appear in photographs

• when tastings or movements on-site need to pause

A prepared team creates a smooth, enjoyable workflow.

9. Prepare for Outdoor or Seasonal Photography

For vineyard or patio images:

• Keep jackets handy for warmth between shots

• Bring towels to dry surfaces

• Prepare heaters or fire pits if desired

• Be flexible with weather changes — they often add drama and beauty to the final imagery

Outdoor vineyard photography is at its best during golden hour, sunrise, or blue hour depending on the mood you want.

10. Trust the Creative Process

My job during your winery campaign shoot is to:

• handle lighting

• direct composition

• style the bottles and glasses

• guide natural movement

• ensure consistency

• tell your winery’s story with depth and intention

Your job is simply to be present, relax, and enjoy the process of seeing your brand come alive.

When preparation meets creativity, the result is a gallery that feels cinematic, artful, and unmistakably yours.

Final Thoughts

Preparing your winery for a campaign photoshoot is an investment in your brand.

Every thoughtful detail — from bottle alignment to location styling — helps create imagery that captures the essence of your winery with clarity, emotion, and sophistication.

As the Okanagan wine industry continues to grow, high-quality commercial photography sets your brand apart and allows your audience to feel connected before they even step foot on your property.

If you’re planning a 2026 campaign or updating your winery visuals, I’d love to collaborate and create something beautiful with you.

Inquire about winery campaign photography