Five things I learnt about Meta ads from Christine Pietersz
Most food and wine businesses have boosted a post at some point and quietly wondered whether it did anything. I sat down with paid ads strategist Christine Pietersz to get to the bottom of what actually works on Meta. Here are five things that stuck with me.
Why Are All the Wine Regions in Australia Fighting Over Connoisseurs and Collectors?
When I was asked by a notable Australian wine region on what successful wine events are doing differently, my answer had little to do with wine.
The regions seeing the strongest growth are creating compelling tourism experiences, not simply better tasting opportunities. In an increasingly competitive market, that distinction matters more than ever.
The Most Valuable Thing I Do for Businesses Has Nothing To Do With Marketing
Most business owners think they have a marketing problem.
That they need more social media, better PR, a new website or a rebrand. Sometimes they're right. But more often than not, they're jumping to tactics before they've properly diagnosed the problem.
In this article, I explore why the most valuable thing I do as a consultant isn't providing answers. It's asking better questions.
The Future of Victorian Wine Won’t Be Built on Wine Alone
The axing of the Cellar Door Grant has sparked huge concern across Victorian wine... but I think it also reveals a much bigger shift already underway.
Increasingly, wineries are no longer just wine businesses. They are tourism, hospitality, events and experience businesses ALL at once.
And the wineries that thrive over the next decade will probably be the ones that understand not just how to make wine, but how to create experiences people genuinely want to travel for, talk about and return to.
Michelin, South Australia and the future of culinary tourism in Victoria
South Australia’s Michelin announcement is about much more than restaurant stars.
In this week’s Growth Insights article, I unpack why Michelin’s arrival in Australia is really a visitor economy and tourism positioning story, what it potentially means for Victoria’s culinary identity, and why awards alone don’t create destination distinction.
A thoughtful industry reflection on hospitality, tourism, global perception and the future of Melbourne’s dining culture.
Social Media Is Only the Tip of the Iceberg
Many businesses think marketing equals social media. In reality, social media is only one part of the picture. Real marketing is your website, customer experience, database, offers, reviews, positioning and every touchpoint that drives growth. If all your focus is on what to post next, you may be missing what actually moves the business forward.
The Business of Bars: A Q&A with Jason Williams
Great drinks are no longer the differentiator. The venues that survive are the ones engineering moments, protecting margin and making harder decisions than guests ever see.
How Hospitality Venues Can Capitalise on Melbourne’s Major Events
I’ve worked on every side of this equation, from marketing hatted restaurants in the Melbourne CBD, to delivering major events, to working inside the tourism system at Visit Victoria. One thing is clear. The venues that benefit from major events are not lucky. They are deliberate.
This guide shares what I have seen work, with practical, honest tips on how to turn major events into real bookings and revenue.
Your 2026 Planning Window: Part Two
This is the time of year when the noise finally drops away and you can think clearly. Part Two takes you from reflection to action with seven questions and a simple structure to shape a calmer, clearer 2026.
Your 2026 Planning Window Starts Now
If you’ve spent most of this year in reactive mode, you’re not alone.
The good news is that the quiet weeks between mid-December and late January give you something rare: the headspace to stop, think and reset your direction.
A few hours of deep work now can completely change the way 2026 unfolds.
Behind the Good Food Guide with Emma Breheny
If you work in hospitality in Victoria, the Good Food Guide sits somewhere between a benchmark, a stress test and a mystery. You know it matters. You know diners use it. You know chefs chase hats. But the inner workings often feel opaque, especially if you are a suburban or regional operator without a PR machine behind you.
So I sat down with Emma Breheny to walk through exactly how the Guide works in 2026. We covered scoring, anonymity, Critics Picks, discovery, awards and what it actually takes to get on the radar.
Reading the Future of Tourism with Julian Major
Victoria’s visitor economy is on track to reach $53.4 billion by 2030, and the data shows huge opportunities ahead for food, drink and tourism operators. In this conversation, Visit Victoria’s Julian Major shares practical insights on the decade of Asian tourism, the rise of agritourism, and why food and drink remain Victoria’s greatest strength.
Meta’s New Rules for Targeting: Your 2026 Guide
Meta has rebuilt the engine behind Facebook and Instagram ads, changing how targeting works. The new system, Andromeda, uses AI to decide who sees what based on behaviour, not demographics.
I found this frustrating at first. With small budgets, you want control. But after months of testing, I have learned the only way to get results is to trust the system and focus on what we can control: creative, data, and setup.
This guide breaks down what has changed, why it matters, and how to get better results from Meta in 2026 — especially for food, wine, and hospitality brands.
Thinking about dipping your toe into AI?
If you’ve been curious about AI but haven’t known where to start, or you’ve been avoiding it completely, this one is worth a watch. We talk about how AI isn’t here to replace human connection or hospitality. It is here to take the pressure off.
To hear the full conversation, watch the full 20-minute Growth Insights interview here.
Inside the Halliday Wine Companion
As a marketing consultant working with wineries, I am constantly asked the same questions about the Halliday Wine Companion. How does the tasting process really work? What do the scores mean? How are the Awards decided? And what is the difference between editorial and commercial content?
To lift the veil, I sat down with the person best placed to answer them all: Katrina Butler, Head of Tasting.
To hear the full conversation, watch the full 20-minute Growth Insights interview here.
A Glass Half Full Look at Victorian Wine – My Q&A with Dan Sims
Dan Sims has spent his career making wine fun, social and accessible. In this Growth Insights Q&A, the Chair of Wine Victoria shares why he’s optimistic about the future of Victorian wine, the opportunities for producers, and why storytelling – not spreadsheets – is what truly connects producers to people.
To hear the full conversation, watch the full 20-minute Growth Insights interview here.
Smarter Social Media for Time-Poor Venues
Running a venue is hard enough without also feeling like you need to be a full-time content creator. Between rostering, suppliers, and service, finding time for social media can feel impossible. But it doesn’t have to be. In this article, I share smart posting rhythms, high-impact content ideas, platform priorities, ad tips, and how to make it all manageable, even if you’re doing it solo.
What Visit Victoria’s 2030 Strategy Paper Means for Food and Wine Operators
While international and younger audiences represent longer-term opportunities, there are some easy wins too — like aligning with Visit Victoria’s brand pillars, improving visibility through trade partnerships, and creating experiences that feel fresh and social.
You Can’t Fake Good Hospitality: with Richard Cornish
Richard Cornish says great hospitality starts with alignment. If you’re promising finger-lickin’ chicken, you’d better have chicken—and a serviette. From fast food fails to Movida’s hand-built magic, this episode dives into the details that matter.
Because you really can’t fake good hospitality.
Stop Wasting Your Marketing Budget
Is your marketing investment just... not working?
If you're jumping into ad placements and promotions without a clear plan, you're not alone, but you are wasting budget.
This article breaks down why food, wine, and tourism businesses often feel stuck, and what the strongest operators do differently. From budget benchmarks to the marketing channels that actually convert, it’s time to cut the noise and focus on what works.