You're Invisible to 5 Million Wine Buyers (And You Don't Even Know It)

There's a massive group of high-spending wine lovers actively searching for wineries to visit—and most of you aren't showing up.

I'm talking about Chinese American consumers. And they're not searching on Google or Yelp. They're using an app called RedNote.

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What is RedNote?

RedNote (小红书) is basically Instagram meets Reddit—but built on trust and real recommendations instead of ads.

It's the #1 way Chinese consumers discover restaurants, travel, and wineries.

When a Chinese American family plans a Napa trip, they open RedNote and search for winery recommendations. They find detailed posts with photos, pricing, booking tips, and honest reviews.

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Why Should You Care?

Chinese American households have the highest median income of any group in the US—over $108,000.

They love premium experiences. They spend on wine. And they're concentrated exactly where your tasting rooms are—the Bay Area alone has over 2 million Asian Americans.

Here's the kicker: one happy customer turns into many. Chinese consumers rely heavily on word-of-mouth. A great experience gets shared with family, friends, and their RedNote followers.

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What Does This Look Like in Practice?

Right now on RedNote, people are posting things like:

• "Napa Valley | 3 stunning wineries you won't want to leave" (100+ saves)
• "Best wineries to visit with kids" (190+ saves)
• "Spring 2-Day Napa Trip Guide" (300+ saves)

These posts include everything: which wines to try, how much tastings cost, where to take photos, and whether it's worth it.

Notice the engagement: dozens of saves, likes, and comments. These aren't just casual scrollers—they're people actively planning trips and saving posts for reference.

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The Bottom Line

Everyone at wine industry conferences is talking about Meta ads and reaching younger consumers.

Almost nobody is talking about the platform where affluent, wine-loving customers are literally typing "best Napa wineries" in Mandarin—and finding nothing from most California wineries.

That's a huge missed opportunity.

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Want to See More?

I'm happy to show you what people are saying about Napa wineries on RedNote right now. We're the only U.S. agency focused on RedNote marketing for American businesses.

We help wineries build their presence where Chinese American wine lovers are actually searching—so you stop being invisible to one of the highest-spending consumer groups in the country.