How good photography can make or break a brand, according to the team at Outshinery

In today’s crowded marketplace, a wine brand’s first impression is almost always visual. As Laurie Millotte, Chief Amazement Officer at Outshinery, explains, “Photography is the backbone of any strong drinks brand. Before anyone tastes what’s in the bottle, they see it. That first impression defines how people judge quality, professionalism and trust.”

Outshinery was founded in 2016 to solve a problem that plagues many producers – how to get flawless, consistent bottle photography without the hassle of shipping, scheduling or unpredictable results that arise from DIY or photographers. Since then, the company has created more than 10,000 images for over 2000 brands worldwide, including Penfolds, Wolf Blass and Squealing Pig. Their services are designed to help every brand – whether boutique winery or global producer – look professional.

Outshinery take your wine label and deliver high-quality product and lifestyle imagery

The company offers two core services. Outshinery Studio delivers bespoke, photorealistic product and lifestyle imagery in just five business days, while Outshinery Lite provides instant, high-quality bottle shots at scale. Both are crafted to ensure brands have the polished visuals they need across websites, social media, retail platforms and more.

As Laurie says, bad photography can do real damage to a brand. “Grainy phone snaps, inconsistent lighting, distorted bottles or the wrong vintage photo all send the same message: this brand isn’t paying attention. Trust is lost before the first sip.” In contrast, strong imagery builds credibility, sparks emotional connection and can directly drive sales.

That impact can be immediate. “We’ve seen this play out countless times. A small winery increased wine club conversions after replacing dim DIY photos with polished product and lifestyle shots. A craft distiller reported higher e-commerce sales after upgrading imagery, without changing a single thing about their recipe. The difference was how the product was presented.”

Outshinery can create high-quality lifestyle images for your product

For small producers, the struggle is often time. With so many demands, marketing photography falls to the bottom of the list. Outshinery eliminates those bottlenecks, creating true-to-life imagery without needing physical bottles, and even offering free updates for new vintages or liquid changes. “This levels the playing field for small brands, allowing you to appear just as professional as the industry’s biggest players,” says Laurie.

In a world where most consumers form their opinions in seconds, high-quality visuals aren’t a luxury – they’re essential. Or, as Laurie puts it, “Strong photography doesn’t just support sales. It sells for you.”

Explore Outshinery Studio for high-impact campaigns and Outshinery Lite for fast, everyday product shots at outshinery.com.

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