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People buy wine, beer and spirits on trust. They tasted it at your cellar door, a mate brought a bottle to dinner, or the label caught their eye on a bottle shop shelf. Online, all they have is your story, your photos and what other drinkers say. Good wine marketing gives them enough of the place and the people to take a punt on a mixed case.
Your best customers come back. Club members, mailing list regulars and the locals at the bar buy more often. Much of the work goes into keeping them close and making reorders easy. Stockists and venues are the other channel, and they buy on reliability, margin and how fast your product leaves the shelf.
Then there are the rules. Alcohol marketing has to stay away from minors, the ad platforms set their own alcohol policies, and selling online raises licensing questions. Those rules change, so we plan around them from the start and check where they stand before each campaign.
Your website is the cellar door that never closes. We build e-commerce for drinks producers with mixed cases, member pricing and shipping that works out the real cost to Kalgoorlie or Melbourne. Weight-based Australia Post rates for WA and interstate mean customers always see accurate shipping costs.
Payments and stock need to match what happens at the bar. We connect online sales to your POS, so stock, revenue and member points sit in one place.
A club member is worth more than any new follower. We write and build the welcome series, release alerts, birthday offers and renewal reminders that keep members ordering. Each one reads like a note from your winemaker or head brewer. Linked to your POS, points earned at the bar show up online too.
If you’re a small producer with a cellar door and a mailing list, spend on email marketing to that list before you spend on ads. Those people have already tasted your product and liked it enough to hand over their details.
Small-batch releases sell on timing. When we built Rocky Ridge Brewing’s website, we gave it a limited releases section and a countdown that keeps drinkers watching, because it drops new beers almost every week. On release day, a member email, a social post and a homepage feature should all land together.
If you release a handful of wines a year, you don’t need countdown clocks. A pre-release email to members and a clean product page usually do the job for a small parcel. Save the bigger build for when your release calendar fills up.
Plenty of drinkers meet you in person first. We make tastings, brewery tables and distillery tours bookable in a couple of taps, connected to your reservation system. Then we market the visit: a sharp Google Business Profile for people searching from the car, and social for Perth drinkers planning a weekend away.
The follow-up matters as much as the visit. A thank-you email the next morning with a club offer is the easiest sign-up you’ll get. If your cellar door sits in a wine region, we also plan around its regional tourism peaks.
Alcohol is one of the more tightly controlled categories to advertise. Industry codes like the ABAC Responsible Alcohol Marketing Code sit alongside each platform’s own alcohol ad policy, and both get updated. The platforms enforce their side, and rejected ads are common.
We use the age controls the platforms offer in your paid social and Google Ads accounts. Before each campaign, we check the latest rules and confirm wording with you (and your compliance adviser) before anything runs. The copy sells flavour, provenance and occasion. If your product ads keep getting rejected, we’ll look at the settings and the wording together.
Faced with two Margaret River chardonnays, a drinker picks the one with a story they remember. We put that story into words and pictures: the region, the family, the farm and how it’s made. If earlier marketing has given you the wrong image, a rebuilt brand identity and tone of voice can reset it.
If you already have strong packaging, start there and carry its motifs through your website.
Trade buyers want the facts fast: range, pricing, availability and who else stocks you. We build trade pages and stockist finders, then use SEO so bottle shop owners and venue managers find you when they go looking. We build SEO into the wireframes, so a new site launches with keyword recommendations in place.
A stockist list also helps drinkers who want your beer this weekend. Keep it up to date. An old list sends people to shops that stopped ordering months ago.
Send us the release date. We’ll map the emails, ads and site changes back from it, and check the current platform rules for each one along the way.
Broadly the same alcohol rules apply to all three, but the rhythm changes. Wineries tend to sell in a few big moments: new vintage releases, club allocations and Christmas. Breweries can release something new every week, so they need a site and a list that move fast. Distilleries often sit in between, with aged products, limited bottlings and a long story to tell. We plan the calendar around how you make and release your product.
Generally, yes, within Meta’s alcohol ad policy and industry codes like ABAC. Expect age restrictions on your ads and creative that steers clear of anything that appeals to minors. What’s allowed can vary by product, format and placement, and the policies change. We check the current rules before each campaign and confirm wording with you (and your compliance adviser, if you have one) before an ad runs.
Usually a liquor licence that covers online sales, plus a way to manage age checks. The details depend on your licence and how you deliver, so your licensing adviser or the WA liquor regulator is the place to confirm them. We build the site side to match what they tell you, such as an age prompt, clear checkout wording and delivery instructions. If you ship interstate, those states may have their own rules too.
Start with the club. Members already like your product, so a well-timed email or release alert costs little and sells at full price. Once renewals and reorders are steady, put money into finding new drinkers. Paid social and search can reach people who visit your region or buy similar styles. Growing a leaky club is expensive, so fix retention first.
Treat trade buyers as their own audience. Give them a trade page with your range, wholesale pricing on request and how to order, and make it easy for your reps to share. Targeted email and LinkedIn reach bottle shop owners and venue managers better than consumer ads do. Then give each new stockist something to post, so their customers know you’ve arrived.
Maybe not yet. If most of your sales come from the cellar door and a mailing list, keep it simple. A tidy Google Business Profile, a basic online store and a monthly email to your list will carry you a long way. Bring us in when you’re launching a new label, rebuilding your site or pushing into new markets. That’s when outside help pays for itself.
Yes. For Rocky Ridge we connected WooCommerce to Square POS and membership points, Now Book It reservations and Cin7 stock. For Nullaki we set up Stripe payments, with Square centralising transactions and sales data. We’ll work with the systems you already run where we can, and tell you early if two of them won’t talk to each other. Nobody should be re-keying orders at midnight.
building your marketing strategy
Before we plan anything, we want to know the product. If you’re in the Swan Valley or the Perth Hills, we’ll come out and walk the brewhouse or still room. We’ll taste the range and hear the story from the person who makes it. If you’re in Margaret River or the Great Southern, we’ll start on a video call and talk through whether a visit makes sense. Either way, we need the details a brief never gives us.
Alcohol rules change, so we check the current codes and platform policies for each campaign instead of relying on last year’s answer. Every ad, email and page is reviewed by a person on our team, not a tool, before it reaches you. Anything that touches your licence, like delivery terms or online sales wording, goes to you and your licensing adviser to confirm. Final sign-off on anything regulatory sits with you and your adviser.
Your calendar runs on harvest, bottling, release days and the Christmas rush, so ours does too. Each quarter we sit down together and map the shoots, emails and campaigns for the releases coming up. When a batch sells out early or a vintage runs late, we move the plan with it. Nobody gets an email about a wine that’s already gone.
Each month you’ll see online sales, average order size, club sign-ups and churn, cellar door bookings and new stockist enquiries. We show which emails and ads sold product, and which ones only got attention. Then we agree what to change before the next release. If something stops selling, you’ll hear it from us first, along with what we’d do instead.
Tell us about your range, your cellar door and where you want to be stocked next. We’ll come back with a plan.