Louella Wine, Beer and Beverage

Social Media • Hospitality • Community Storytelling

Louella Wine, Beer & Beverage is an independent wine shop and retail bar in Durham, North Carolina, built around approachable wine education, thoughtful hospitality, and a strong sense of community.

As Social Media Coordinator, Content Creator, and a member of the retail and bar team, I help shape Louella's digital presence through photography, social media management, and community-focused storytelling. My work includes documenting events, creating social content, writing educational shelf talkers for our retail inventory, and helping translate the experience of being at Louella into an authentic online presence.

Working directly with customers every day has taught me that the most meaningful stories often begin with simple moments of connection. Through content creation and hospitality, I strive to capture the experiences that make local businesses feel welcoming, memorable, and deeply rooted in their communities.

Role
Social Media Coordinator & Content Creator

Location
Durham, North Carolina

Focus Areas

  • Social Media Management

  • Content Creation & Photography

  • Community Engagement & Hospitality

  • Retail Education & Shelf Talkers

  • Event Documentation & Promotion

Social Media Management

Managing and maintaining Louella's digital presence through daily content, event promotion, and community engagement.

HOW I CONTRIBUTE

My work at Louella begins with hospitality and extends into storytelling, education, and community engagement.

Educational Storytelling

Creating shelf talkers and written materials that make wine approachable and encourage discovery.

Event Documentation

Capturing tastings, classes, and community moments through photography and social content.

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Hospitality

Working directly with guests to create experience that inform and inspire the stories shared online.

FEATURED PROJECTS

WEEKLY TASTINGS & EDUCATIONAL PROGRAMMING

SIGNATURE EVENTS & COMMUNITY PROGRAMMING

Supporting Louella's weekly educational programming through social media, event promotion, photography, and in-store storytelling. This work helps translate wine education into approachable experiences that encourage curiosity and community engagement.

Contributions

  • Social Media Management

  • Event Promotion

  • Photography

  • Shelf Talkers

  • Community Engagement

Throughout the year, LouElla hosts a variety of tastings, educational classes, and community-focused events that bring people together around wine and hospitality. My role includes documenting these experiences through photography and social content, helping communicate the personality and energy of these experiences while extending their reach beyond the shop.

My Contributions

  • Social Media Management

  • Content Planning & Scheduling

  • Photography & Video

  • Community Engagement

  • Event Promotion

  • Editorial Copywriting

Events and Experiences:

  • Txakolifest

  • Fried Chicken & Champagne

  • Grower Champagne classes

  • Burgundy classes

  • Producer tastings

  • Annual events

EEDUCATIONAL STORYTELLING

At Louella, education is an important part of the customer experience. Through shelf talkers, producer features, and written content, I help translate wine into stories that feel approachable, engaging, and accessible.

These materials are designed to spark curiosity and encourage discovery, helping customers connect with the people, places, and traditions behind each bottle. By combining education with storytelling, I aim to create experiences that feel welcoming to both longtime wine enthusiasts and those just beginning their journey.

My Contributions

  • Writing retail shelf talkers

  • Producer and bottle storytelling

  • Educational copywriting

  • In-store visual communication

  • Content that supports customer discovery

SOCIAL MEDIA & COMMUNITY ENGAGEMENT

At Louella, social media serves as an extension of the experience guests have in the shop. Through photography, event promotion, educational content, and everyday moments, I help create a digital presence that feels authentic to the community we serve.

My approach combines smartphone content, professional photography, and community-generated media to tell stories that reflect the personality of the business and invite people to engage both online and in person. From highlighting new arrivals and upcoming events to documenting the energy of a busy evening at the bar, my goal is to create content that feels approachable, informative, and rooted in real experiences.

Selected Results

  • Instagram audience approaching 5,000 followers

  • Consistent promotion of weekly educational programming and events

  • Increased visibility for tastings, classes, and community initiatives

  • Development of an authentic and recognizable digital voice

SELECTED GALLERY

REFLECTION

Working at Louella’s has reinforced my belief that the strongest brands are built around community and shared experiences. Through hospitality, photography, and storytelling, I've learned that meaningful content often begins with real conversations and moments of connection. My goal is always to create work that helps people feel more connected to the places and experiences around them.