This article focuses on the visual materials of the Cremisan Winery Estate’s Facebook page to argue that Cremisan’s digital presence is complex and multivocal, eschewing binaries of digital food activism or consumer-oriented marketing. My approach (using digital and “analog” research) grounds media analysis in site visits and sees digital content as a method of creatively resisting oppressive structures and digital space as locations in which interactions occur. I suggest that Deir Cremisan’s Facebook page participates in a complex discourse between contemporary political debates, piety, local and international commodity markets, and the pragmatics of the daily operations of running a vineyard and winery.