Welcome to Growth Insights

Visitors are coming. Revenue isn't always following. I've spent the last few weeks in new business meetings with regional food and wine operators, and the pattern is consistent, awareness isn't the problem. Conversion is. Here's what the Visit Victoria data says, and what operators can actually do with it.

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.

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 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.

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.

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.

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.

As we wrap another year, one question keeps coming up: Are we really ready for eCommerce? Not just “should we have a website?” but—do we have the brand, the systems, the margins, and the strategy to make DTC actually work?

This guide is here to help you figure that out. I’ve pulled together everything wineries and drinks producers need to know—tools, budgets, digital skills, fulfilment, marketing, and what it truly takes to run a direct-to-consumer channel that drives growth.

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.

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.

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.

Email automation doesn’t have to feel robotic. In food and wine, the inbox is another place to welcome, thank and celebrate your customers. This guide shares the automations I’ve seen work and how to make them feel like genuine connection, not marketing.

Spent time, energy and budget on an event, only to see sales stall? After 15 years in food and wine events — from restaurant launches and wine dinners to Melbourne Food and Wine Festival and Grampians Grape Escape — I’ve seen what actually works.

This article shares ten tactics that drive results. Whether you’re chasing ticket sales, launching something new or building an event brand, start here.

I’m a big believer that brands should own their media relationships. It builds credibility, authority and keeps you relevant.

Want to connect with Melbourne’s most influential food and wine media? Start here.

Launching a new venue? Don’t miss your one shot to make it count.

Opening the doors to a hospitality destination is thrilling, but the pressure to get it right can also be intense. With so much riding on your launch, having a smart marketing plan is non-negotiable.

This guide walks you through the essentials—step by step—ensuring your venue shines from day one.

Feeling like your food and wine business is lost in the digital noise? Don’t sweat it! This guide breaks down simple SEO strategies to help your website shine. From keyword research to local SEO, we’ve got you covered with actionable tips to boost your online visibility and attract more customers. Dive in and discover how to make SEO work for you!