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"You think about your own choices when you're thinking about where to go... and a lot of the decision making is about the cuisine, isn't it?" Sarah Myers is CEO of ⁠Ultimate Winery Experiences Australia⁠, a membership body of twenty-nine wineries across sixteen wine regions who've chosen to build seriously into tourism. Before this, a career building brands in food, wine and tourism — Cadbury and Cotties among them. This year she's taken UWEA's members to North America, Paris, London and Munich, pitching Australian wine regions to the travel advisors who build the itineraries. So this is what she brought back: which international markets are converting, what buyers actually ask for, and how a winery with no marketing budget builds an experience worth flying for. Not sure where your own growth is stuck? Start with my free ⁠growth readiness diagnostic⁠. It takes seven minutes and asks the same questions I ask before I work with anyone. You finish it knowing where your gaps are. In this episode: Why inbound tourism is up 15.9% in expenditure while wine sales sit in a slumpWho the high-yield traveller actually is, and why it's not about marble and gold tapsWhat buyers in Paris, London and Munich are really asking forThe market Sarah keeps coming back to, and why anti-US sentiment there is an opportunity for AustraliaThe commission conversation operators need to have before they chase international distributionThe most common mistake wineries make in front of an international visitor Sarah's framework for a new experience: it has to be desirable, viable and feasible — people have to want it, it has to make commercial sense, and you have to be able to deliver it operationally every time. Her advice on building one: start with what you've got — your people, your place, your story — rather than copying the winery down the road. And find the character on your team who isn't customer-facing yet. The guest who remembers a five-minute chat with the person pruning the vines will still be telling that story in New York. Her advice on going international: talk to your regional tourism organisation first. They'll help you price it, build it, and get it in front of the people who sell it. And underneath it all, the point she keeps circling back to — visitors remember how you made them feel long before they remember what was in the glass. Her closing reframe: "You do have to be a little bit realistic in your expectations and realise that you're in it for the long haul, and build over time." Mentioned in this episode: ⁠Ultimate Winery Experiences Australia⁠ → Sarah's organisation, twenty-nine wineries across sixteen regions, built around the tagline "beyond the cellar door"Tourism Australia → UWEA's partner in targeting the high-yield travellerHouse of Arras → the sparkling Sarah poured at every European event, including for French buyersPrinthie Wines → the Orange, NSW winery running a fly-fishing tutorial by the dam before wine tasting and lunchKlein Rooseboom → the Durbanville, South Africa winery turning empty concrete tanks into themed tasting roomsVisitor Economy Partners (VEPs) → the regional tourism bodies Sarah says are every operator's first callWant to talk about your own growth? I work with food, drinks, hospitality and tourism businesses on where growth comes from and how to resource it. Most people start with a free 30 minute ⁠ ⁠Growth Call⁠. hollyformosa.com⁠ · ⁠Growth Insights Hub⁠ · ⁠The Growth Edit on Apple Podcasts

"Anyone can start a hundred million dollar spirit brand. There is no single decision in that process that is hard to make. The problem is that there are hundreds of thousands of decisions, and it's incredibly hard to make all of them well yourself." Seb Reaburn has just finished judging the 2026 Melbourne Royal Australian International Spirits Awards as co-head judge. He also runs Anther in Geelong with his partner Derv McGowan, consults to new producers, and has spent thirty years moving up the supply chain, from clearing glasses to building distilleries for other people. So this is a summary of where Australian spirits sit right now, from someone who has tasted the whole field blind, and then a straight conversation about what separates the brands that climb from the ones that stall. Not sure where your own growth is stuck? Start with my free growth readiness diagnostic. It takes seven minutes and asks the same questions I ask before I work with anyone. You finish it knowing where your gaps are. In this episode: Why the worst spirits in Australia are getting better every year, and what that says about the category you are enteringThe 20% rule that quietly breaks production businesses, and how you can grow yourself brokeWhat changed in the last twelve months about how producers arrive at a consultant, and why it is a good signThe safety conversation that costs people an entire warehouseSeb's framework for a brand that works: have a sense of what people are drinking. Understand how they are drinking it. Know where they are drinking it. Then place your brand in front of that customer and make your story sticky enough that people notice it. On product, two things. Take on the feedback, because the competition is one of the most stringent in the world and very hard to get a gold from, so interrogate what that feedback says. And taste the category, because a great product that is not to style is very difficult to judge well. On route to market, the plain answer: own local, and have a really clear reason to be there. It does not mean you have to have the best brand. It means you have to be relevant in the places you are going. And underneath all of it, the humble pride, where you have absolute faith in your product while at the same time being totally open to feedback. As Seb puts it, that is a hard space to occupy every day. His closing reframe: "It's a long game, and if you're not loving what you do at work every day, it's really hard to sustain." Mentioned in this episode: Anther → Seb's distillery and consulting practice. He and Derv McGowan work on everything together, so as he says, you can never hire just one of them. Cellar door at Federal Mills, 33 Mackey Street, North Geelong. Reach him at [email protected] or @CocktailSeb.Melbourne Royal Australian International Spirits Awards → the double-blind competition Seb co-head judges alongside Holly Klintworth.Spirits Victoria Association → the SVA Annual Conference in Geelong, where Seb and I were both on the floor and route to market was the question everyone was asking.Beudi → the Australian agave brand Seb calls out as doing online content properly. Funny, tongue in cheek, and true to their identity. Their cocktail book has the avocado on toast margarita in it.Four Pillars → Cam on production, Stu on brand, Matt on strategy. Seb's example of splitting responsibilities early.Never Never Distilling Co → Tim in production, George on the business, Sean out in market. The second half of that example.The Gordon → the Geelong TAFE partnership that puts Anther in front of local chefs, producers and their local MP.Heartbreaker and 1806 → the two Melbourne bars Seb opened before he started distilling.Want to talk about your own growth? I work with food, drinks, hospitality and tourism businesses on where growth comes from and how to resource it. Most people start with a free 30 minute Growth Call. hollyformosa.com · Growth Insights Hub · The Growth Edit on Apple Podcasts

The single most common mistake I see isn't a bad campaign or a dodgy website. It's businesses reaching for the wrong type of outside help at the wrong time.There are basically three types of people you can bring in to help with your marketing. A freelancer, an agency, or a consultant. And most business owners, even the very experienced ones, don't really understand the difference between them. By the end of this episode you will.In this episode: Why a freelancer's job is to execute on your brief, not to write it and what happens when the brief was wrong in the first placeAn honest look at how agencies pitch, from someone who has been in those rooms writing themThe feedback I gave a wine business within the first thirty minutes of a conversation. It wasn't comfortable to give, but it was the most valuable thing I could have saidThe four objections I hear most about bringing in a consultant, answered properly Three questions to ask yourself:1. Do you know exactly what you need? Could you sit down right now and write a clear brief for someone?2. Is your growth stuck and you can't explain why?3. Does your whole team know what they're working toward?If you know what you need and you just need someone to do it, hire a freelancer, or hire the full kitchen brigade and get an agency. If you're not sure what you need, growth is stuck, or the team isn't aligned, start with a consultant.If your marketing has felt like it's going around in circles, it's probably not because you hired the wrong people. It's because the match between what your business needed and what you hired for was off. And that is a completely fixable problem.Mentioned in this episode: The written guide, Agency, Freelancer or Consultant → It's not gated, there's no form, you don't have to give me your email.The growth readiness diagnostic → It takes about seven minutes and asks all the questions I ask before working with any business.Book a call → I love these conversations. It's where we start to work out together what's really happening.If this episode resonated, share it with another business owner in your world. A winery neighbour, a fellow restaurateur, someone you know who's been frustrated by their marketing and isn't sure why. hollyformosa.com · Growth Insights Hub · The Growth Edit on Apple Podcasts

Leadership gets thrown around a lot in hospitality. But what does it mean when you're running the floor, managing the team, and trying to grow a business at the same time? Angie Bradbury has spent three decades working inside hundreds of wine and hospitality businesses across Australia. She knows what good leadership looks like and what it costs when it's missing. In this episode we talk about the symptoms of a leadership gap, why staff retention is a leadership problem, how to develop people without a traditional promotion pathway, and what it takes to build the foundations for a business that can actually scale. Angie is the co-founder of the Collective Foundation and the driving force behind the Future Hospitality Academy — a new centre of leadership excellence delivered through Monash University, built specifically for our industry. In this episode: The number one symptom of a leadership gap — and why jumping back on the floor is almost always the wrong callHow to know if you have a leadership problem (honest self-assessment)Why staff churn is costing you more than you think — and how to measure itHow to develop your people without a traditional promotion pathwayThe foundational building blocks every business needs before it can scaleWhat the Collective Foundation is doing to close the leadership gap in Australian hospitalityThe Future Hospitality Academy Leadership Excellence Program — what it is, who it's for, and how to get in Links mentioned in this episode: Collective Foundation — collectivefoundation.org.auFuture Hospitality Academy Leadership Excellence Program — collectivefoundation.org.auEmail the Collective Foundation — [email protected] Bradbury on LinkedIn — linkedin.com/in/angie-bradbury Free resources from Holly: Take the Growth Readiness Diagnostic (free, 7 minutes) — hollyformosa.com/diagnosticBrowse the Growth Insights Resource Library — hollyformosa.comBook a complimentary 30-minute Growth Call — hollyformosa.com Connect with Holly: Instagram — @hollyformosa_consultsLinkedIn — linkedin.com/in/holly-formosa About The Growth Edit: The Growth Edit is the podcast for food, wine, hospitality and tourism businesses that want to grow. Each episode brings together practical insights, honest conversations and real-world experience to help operators make better decisions and build stronger businesses.

This week I'm joined by Christine Pietersz, paid ads strategist and founder of Seed & Story, for a practical conversation about Meta ads for food and wine businesses. We cover why boosting a post is rarely a real strategy, how to structure a campaign for a one-off event, and why your email list, not Meta, is where the actual sales happen. If you've ever run your own Facebook ads and wondered whether they did anything, this one is for you. Christine Pietersz is a paid ads strategist and founder of Seed & Story, working with lifestyle and hospitality brands across Facebook and Instagram. She brings both agency and in-house experience, including years running social and digital for Brown Family Wine Group. 👉 BOOK THE META ADS WORKSHOP28 July, Melbourne CBD, 9.30am to midday. Early bird tickets on now:https://www.hollyformosa.com/store/p/metaadsworkshop The workshop is for operators already running their own Facebook ads who want a sense check and some quick wins they can apply straight away. Perfect for owner operators running Facebook themselves, or marketing staff who want to sharpen up. In this episode: Boosting vs Ads Manager, and why control beats convenienceHow to warm an audience before a one-off event like a wine dinner or festivalWhy your website, not Eventbrite, should catch the trafficThe role each channel plays: Meta for discovery, email for sales, cellar door for loyaltyWhat the Andromeda update means for targeting, and why creative now does the workChapters: 00:00 Welcome and introducing Christine 02:18 Organic vs paid, and whether boosting is ever worth it 04:25 Why bring creative into Ads Manager instead of boosting 07:51 Running a campaign for a one-off event 12:17 The biggest mistakes operators make with event ads 14:12 Selling direct, and where Meta fits with email and the cellar door 20:05 What good alcohol advertising looks like, personas and creative 22:42 The Andromeda update and letting creative do the targeting 25:38 The 28 July workshop 27:00 Quick fire questions If you found this useful, follow The Growth Edit so you don't miss an episode. Book the workshop: https://www.hollyformosa.com/store/p/metaadsworkshop Website: ⁠https://www.hollyformosa.com⁠

If you think your Instagram followers are your community… this episode might change your mind. I’m joined by Tresna Lee, co-owner of Gemini Wine Bar and one of the most experienced community builders in hospitality. With 15+ years of experience (including launching Yelp in Australia), Tresna shares how community actually works in a business and how it drives real growth, not just engagement. In this episode, you’ll learn:• Why followers ≠ community• The difference between audience building and community building• How simple ideas (like move clubs + book clubs) create real connection• How community drives repeat visits, referrals and spend• Why existing customers are your biggest growth opportunity• How to measure community (frequency, spend, word of mouth)• How to approach community for destination vs local businesses• Why hiring for culture matters more than skill• Where to start (without overcomplicating it) If you run a hospitality, wine or tourism business, this is a must listen. Free Growth CallIf your marketing feels reactive, I offer a free 30-minute growth call where we unpack your biggest challenge and map out what to focus on next. Book here: hollyformosa.com/contact Find Tresna + Gemini:Instagram: @geminimelbourneTresna: @tresnalee

What does it really take to run a successful bar in today’s market? In the first episode of Season Two of The Growth Edit, Holly Formosa sits down with Jason Williams from House Made Hospitality in Sydney to unpack the realities behind the bar. They explore moderation as a structural shift, how Gen Z is reshaping drinking culture, and the tough decisions operators are making as costs and wages continue to rise. Jason also shares practical insight into protecting margins, designing experiences that bring people back, and the thinking behind launching Vitelli’s Upstairs, opening 10 February. If you work in food, drink or hospitality, this one’s worth your time. For more practical growth insight, watch the video interviews and explore the Growth Insights Hub at hollyformosa.com.You can also book a free 30-minute chat via hollyformosa.com.

🎯 Are you really ready for e-commerce? Book your FREE growth call now → https://www.hollyformosa.com/contact In this end-of-year episode, Holly Formosa answers one of the most common questions winery and drinks brand owners ask: “Are we strategically, operationally, and financially ready to run D2C e-commerce?” This isn't just about having a website. It’s about building a full sales channel, from digital storefronts to fulfillment and retention systems, that works. 🔥 What you’ll learn:• How e-commerce compares to wholesale• Key readiness questions every winery should ask• The real costs, tools, and team needed for success• Benefits of D2C (if you’re truly prepared)• Challenges to plan for (and how to overcome them)• A 5-step checklist to move forward confidently 💡 If you're curious about launching or scaling your e-commerce arm in 2026, this episode is your roadmap. Holly shares practical insights, honest truths, and a clear path forward. 📞 Book your free 1:1 Growth Call for January now → https://www.hollyformosa.com/contact

In this episode of the Growth Edit, Holly Formosa delves into the often-overlooked six-week window between mid-December and late January. Discover why this period is crucial for businesses in the food, wine, hospitality, and tourism sectors. Holly shares mindset shifts and practical strategies to transform this time into a powerful planning phase for 2026. Don't miss the opportunity to book a free 30-minute call with Holly at hollyformosa.com, or join her Growth Insights Community for more tools and ideas. Embrace this window as a chance to choose your direction for the new year. You've got this!

How the Good Food Guide is Shaping Australia’s Dining Story with Emma Breheny In this episode, Holly chats with Emma Breheny, Co-Editor of the Good Food Guide, about how the publication continues to shape Australia’s dining scene and what it really takes to be featured. Emma shares how the Guide has evolved post-pandemic, the thinking behind the new Critics’ Pick symbol, and the launch of the Good Food app. She also offers practical advice for venues and explains why value is now such an important part of the dining experience. 🎧 Have questions about managing media, awards or restaurant PR as part of your growth strategy?Holly has eight complimentary discovery chats available between now and Christmas to help you navigate these challenges and elevate your brand.👉 Book your free call now at hollyformosa.com/letstalk

What does the next decade of tourism in Victoria really look like? In this episode of The Growth Edit, I’m joined by Julian, Research and Insights Lead at Visit Victoria, to unpack the data shaping the state’s 2030 Tourism Strategy. We discuss the trends operators need to know now, from the rise of family travel and Asian markets, to opportunities in food, drink and agritourism. Julian also shares how operators can tap into free research to guide marketing and product decisions without drowning in data. If you work in tourism, wine or hospitality, this is an insightful look at what’s next for Victoria’s visitor economy. Resources mentioned in this episode: Visit Victoria Corporate Site – Research & Insights: https://corporate.visitvictoria.com/research-insights Visit Victoria’s 2030 Visitor Economy Strategy: https://corporate.visitvictoria.com/visitor-economy-2030 Tourism Research Australia – Tourism Forecasts: https://www.tra.gov.au/en/economic-analysis/tourism-forecasts.html Tourism Australia – Future of Demand Report: https://www.tourism.australia.com/en/insights/future-of-demand.html Regional Tourism Boards (Victorian Visitor Economy Partnerships):https://corporate.visitvictoria.com/about-us/visitor-economy-partnerships Email Julian's team: [email protected] About Holly Formosa Consulting Holly Formosa Consulting helps food, wine and tourism businesses turn marketing plans into real growth. I’m opening 10 complimentary strategy call spots between now and December to help operators unpack their biggest marketing challenges and get clear on next steps. Book your free 30-minute call: hollyformosa.com/letstalk

Fresh from Milan, where he picked up Two Knives at The Best Chef Awards 2025, Zennon Wijlens — Co-Owner and Executive Chef of Paris Butter, Auckland — joins Holly to talk creativity, ego and collaboration in one of Aotearoa’s most awarded kitchens. In the past two months alone, Zennon’s been named Best Chef by Metro Magazine and led Paris Butter to retain Three Hats in the Cuisine Good Food Guide Awards. But this episode isn’t just about accolades — it’s about what success really means once you’re leading the team. Zennon shares how collaboration keeps chefs grounded, why humility matters as much as skill, and what it takes to evolve creativity year after year. Planning a trip to Auckland? Book a table at Paris Butter and see why it’s one of the most talked-about restaurants in the region. Check them out on Instagram @parisbutter_nz. And if you’re looking to grow your own food, wine or hospitality brand, book a free 30-minute strategy call with Holly at hollyformosa.com/letstalk.

Most food, wine, and hospitality businesses do not choose to waste time or money on marketing; it happens when you are reacting instead of planning. In this episode, Holly unpacks The Real Cost of Not Having a Marketing Plan from lost revenue and wasted time to missed opportunities and team burnout. You'll learn how to recognise the hidden costs of reactive marketing and what clarity, structure, and a proper plan can do for your business.. What You Will Learn The most common marketing myths keeping business owners stuck What a marketing plan actually is, and what it is NOT Six hidden costs of working without a plan How to create clarity for your team, brand, and budget The confidence that comes from structured marketing Download The Clarity Check—Holly’s free self-assessment inside the Growth Insights Hub. https://www.hollyformosa.com/insightshubIt takes just three minutes and helps you identify where your marketing might be leaking clarity, time, or money across the six cost areas discussed in this episode. If you would prefer a conversation over a template, book a free 30-minute strategy call. Together, you will unpack what is working, what is not, and where to focus next. Book your call: hollyformosa.com/letstalk

In this conversation, Holly Formosa and AI expert Julie Fenwick explore the transformative impact of artificial intelligence on the food, wine, and hospitality sectors. They discuss practical applications of AI, from operational efficiencies to marketing strategies, while addressing common concerns about data privacy and maintaining a personal brand voice. Julie emphasises the importance of understanding AI's capabilities, starting small, and using it as a collaborative partner to enhance business operations. Takeaways AI is not just a buzzword; it's a transformative tool.Start small with AI by identifying pain points in your business.AI can assist with bookkeeping, analysis, and planning tasks.Use AI as a thought partner to enhance creativity.Data privacy is crucial; avoid uploading sensitive information to free accounts.Train AI to understand your brand's tone and voice.Voice mode in AI can be a powerful tool for busy operators.AI can help analyze customer feedback and reviews effectively.The future of marketing will require a balance between AI and human connection.Embrace AI to focus on high-value tasks and customer interactions.

Feeling burnt out by social media? In this session I share the practical hacks I use with food, wine and tourism businesses to take the pressure off while still getting results. You’ll learn how to: Shift your mindset from posting daily to posting with purposeRepurpose one piece of content into many (without extra effort)Tap into user-generated content so your customers do the heavy liftingBatch your content to avoid the daily scramblePick the right tools that save you time (without paying for over-engineered software)Focus on the three content pillars that always work: seasonality, humans, and partnershipsUse email and SMS to actually drive bookings and salesIf you’re tired of the hamster wheel of likes and posts, this session will help you find a smarter, more sustainable approach. Based in Melbourne, I work with wineries, restaurants and tourism operators on social media coaching and strategy. If you’d like a one-to-one chat about how to apply this to your business, get in touch via hollyformosa.com.