Let’s face it, great wine is just the start. Today, wine tourism marketing is about something far richer: the feeling of connection, the golden-hour glow during a vineyard concert, the warmth of a cellar door host who remembers your name, and the sound of corks popping beside a roaring fire.
Visitors aren’t just coming for a tasting anymore; they’re coming for a story and an experience. Something they can remember, capture, and share. And as a winery, the question is no longer whether you should focus on the visit, it’s how to market your winery in a way that brings people through the door – or visiting you online – again and again.
That’s where creative storytelling and smart winery experience marketing come into play. In today’s experience-driven landscape, one of the most effective ways to grow is by partnering with experts who can share your story with authenticity, strategy, and impact.
The shift to experience-first wine tourism
The way people engage with wine has changed. We’ve moved from a product-first to an experience-first wine tourism strategy.
Today’s wine lovers, especially Millennials and Gen Z, want:
- engagement with people who have a story to share, a connection to offer and behind the scenes insights
- a place that feels welcoming and alive
- an aesthetic backdrop worth photographing
- a moment (or two) worth sharing with friends or followers.
They’re looking for meaning behind the label, which is where winery storytelling becomes essential. Wineries have become destinations where people, food, music, nature, and art all come together.
Picture long-table lunches, yoga in the vines, mulled wine by a crackling fire, or blending your own bottle with the winemaker. In wine regions like South Australia’s Adelaide Hills, McLaren Vale, Barossa Valley, or Clare Valley, or across the country in Western Australia’s Margaret River, Swan Valley or Great Southern region the canvas for these moments is already set.
But having amazing experiences isn’t enough if people don’t know about them. The missing piece is consistent, compelling content marketing – sharing those stories in ways that reach, resonate, and bring people through the door.
Why outsourcing your marketing isn’t a luxury – it’s a smart growth move
Operating a winery means wearing many hats: managing the vineyard, running the cellar door, keeping up with wine sales, maintaining your website, your social media presence, blog posts, SEO, and email marketing. It can stretch your time and team.
That’s why many wineries are embracing the secret weapon of outsourcing marketing activities. Outsourcing your marketing efforts isn’t giving up control, it’s gaining back time to focus on your zone of genius – crafting beautiful wine and delivering immersive experiences that keep guests coming back.
With the right outsourced marketing team, like Purple Giraffe, you gain:
- on-brand storytelling that resonates with wine lovers
- content strategies that drive sales and loyalty
- event promotion that creates buzz
- influencer and tourism board partnerships that attract potential customers
- ongoing content that builds trust with wine consumers
- and so much more
In today’s world of wine, professional support isn’t a luxury, it’s your competitive edge.
Seasonal campaigns that bring visitors to your winery
Seasonal events are a powerful way to connect with wine lovers. Whether it’s a Chardonnay May tasting, Tasting Australia feature, Winter Reds weekend in SA, or iconic Western Australia events like the Margaret River Fine Vines Festival, UnWined Subiaco, or Taste Great Southern, planning ahead is key.
If you’re only posting a few days before, you’re likely missing out on guests who needed more time to plan.
We help wineries:
- build a campaign calendar to reach target wine consumers,
- run geo-targeted ads to drive traffic to your cellar door, events and website,
- keep messaging consistent across digital channels for wineries including social media, email, and web,
- drive registrations and bookings with integrated communication.
Because visibility is great, but conversion is better.
Event marketing
Wine events are magical, but they’re also a lot of work. From event concept to ticketing, poster design and social posts, to audience and RSVPs, media coordination, and weather plans, it can be overwhelming, especially during a busy regional wine tourism season.
With the right support, you can focus on hosting while we manage the logistics and details. We make sure your event:
- aligns with your brand and tourism goals,
- resonates with and reaches the right audience,
- leaves you with content for future marketing.
The best events don’t end when the guests leave, they keep working for your business long after the last glass is poured.
Telling your story across channels
Every vineyard has a story, rooted in terroir, family, or innovation. But turning that story into something that connects online? That’s our sweet spot.
At Purple Giraffe, we help wineries come to life across digital channels including:
- Instagram Reels and visual storytelling.
- thoughtful newsletters your audience opens, forwards and clicks through.
- a wine blog content strategy that supports SEO for wine brands.
This is how your story travels, from your cellar door to weekend planners and wine lovers across Australia and beyond. Because when you tell it well, it sticks.
Lean on partnerships: tourism boards & travel influencers
If you’re looking to grow your reach without stretching your budget, these two strategies can make a big impact.
1. Partner with Tourism Boards
If your winery is part of the Adelaide Hills, any iconic South Australian wine region, or perhaps Margaret River or regional Western Australian wine regions your tourism board is a valuable ally.
They want fresh, experience-driven content, and you’ve got it.
Make the most of it by:
- leveraging memberships of regional boards,
- submitting experiences to seasonal campaigns,
- joining regional programs like Winter Reds or Tasting Australia and Western Australia based programs like Fine Vines Festival and Cabin Fever Festival
- hosting familiarisation trips for trade and media and following up.
It’s a smart way to reach wine lovers already planning their next trip.
2. Collaborate with Wine Travel Influencers
Big budgets aren’t required. Micro-influencers often deliver more impact when it comes to wine tourism collaborations.
Look for:
- creators who share your values, sustainability, discovery
- those already engaging with winery content and those with good engagement from their audiences,
- influencers with locally based audiences.
Invite them to visit, explore, and share your story in their voice.
Final sip
At the heart of it, wine tourism is about connection, slowing down, sharing something meaningful, and creating memories that linger.
If you’re already creating those moments but don’t have the time or tools to share them consistently, we can help.
At Purple Giraffe, we bring winery stories to life, through strategic event marketing, compelling storytelling, and a smart mix of SEO, email, and social media. We know how to get your story in front of the right people, and help it stick.
Ready to bring your winery experience to more people?
Get in touch with us today, we’d love to help.
