How to Sell Out Your Food or Wine Event
Over the past 15 years, I’ve marketed everything from chef-led dinners and winery collaborations to large-scale festivals. I’ve worked on events like Melbourne Food and Wine Festival, Grampians Grape Escape, Winery Walkabout, Dinner in the Vines — and more restaurant launches than I can count.
Whether you’re a small business owner hosting your own event or part of a larger campaign, one thing holds true: the best event marketing plans are audience-focussed, purpose-led and ruthlessly practical.
Here are ten tactics I’ve seen make a real difference.
1. Know why you’re doing it
Start with your purpose. Is the event designed to attract new customers? Drive off-peak visitation? Launch a new product? From your messaging to how you measure success, your goal should shape everything.
2. Make it unmissable
Collabs are everywhere — wine dinners, guest chefs, producer showcases — so what makes yours different? The events that stand out offer something with edge or intimacy: a one-night-only experience, access to someone hard to book, or a setting guests can’t usually get into. If it feels rare, personal or a little bit bold, it’s far more likely to cut through.
3. Back the right channels
Don’t throw money at every platform. Retargeting warm leads via Meta or search often delivers the best bang for your buck. These are people who’ve already shown interest and they’re the most likely to buy.
4. Go hard in the final 10 days
Most customers book late. If you’re quiet when people are ready to act, you’re missing sales. Schedule urgency-driven content, ramp up reminders, and be everywhere your audience is.
5. Use early-bird offers strategically
A deadline-based offer tied to a program drop or feature announcement can build momentum and generate early cash flow even in a last-minute booking world.
6. Keep your content real
Forget over-produced videos. Local, behind-the-scenes content often performs better. A chef plating up, a winemaker in the cellar. That’s what builds trust and connection.
7. Think beyond ticket sales
Great events build community. Use yours to grow your email list, gather feedback, and lay the groundwork for future campaigns.
8. Respect your audience’s mindset
Know who you’re targeting. Are they planning a weekend away or looking for a last-minute local experience? Price, timing, and format should all reflect their behaviour… not just your ideas.
9. Plan your lead time
Regional events often need longer booking windows. Shorter urban events can sometimes benefit from a tighter campaign. There’s no single rule — just match your timeline to your audience.
10. Don’t rely on others to do your marketing
If you’re part of a bigger festival or tourism campaign, great, but don’t outsource your success. Do your own storytelling. Own your voice. Drive your own outcomes.
Need a hand with your next event?
If you’re in food, wine or hospitality and want help I offer one free 30-minute strategy call. Whether it’s sales, brand positioning or digital comms, I’ll help you unpack the challenge and find a practical way forward.