In the rapidly evolving digital landscape, the use of social media has become crucial for business marketing strategies. Taking into consideration the overall metrics, among the platforms of social media, Instagram still stands out as the most powerful tool for creating, maintaining and developing brand presence. The article studies and analyzes the communication strategies employed by the wine companies, focusing on those from two distinctive regions: Franciacorta and Champagne. As well the former so the latter region is an umbrella place of the whole set of large, medium and small scale companies and brands. Despite a number of works concerning the various aspects of social media marketing in the wine business, there remains a noticeable gap regarding the assessment of communication strategies specific to particular regions and a comparative analysis of different regions within this dimension. Based on descriptive statistics and multimodal analysis of Instagram posts (in total 360 units) combining text plus image, the article studies the specific manifestations of brand self-representation via social media, allowing comprehensive examination of communication types. The findings are outcome of detailed discussion of the divergences and convergences in communication strategies between the two regions, namely – insights to the realms of social media research, content marketing, and wine marketing on social media platforms.
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