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🎯 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
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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!
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Manglende episoder?
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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-partnershipsEmail 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
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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.
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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/insightshub
It 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
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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.
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In this conversation, Holly Formosa interviews Katrina Butler, the Head of Tasting at Halliday Wine Companion. They discuss Katrina's role, the wine tasting and scoring process, the importance of submissions from wineries, and the distinction between editorial and commercial content. Katrina explains the criteria for various wine awards, including Winery of the Year, and shares insights on how the Companion is adapting to changes in the media landscape, including the expansion into spirits reviews.
Takeaways
Katrina Butler is the Head of Tasting at Halliday Wine Companion.The tasting team is split into regions based on expertise.Wineries must submit wines to be included in reviews.The Companion is focused on consumer reviews, not trade.Editorial content is distinct from commercial content.Awards are based on both scores and qualitative discussions.The Companion is adapting to digital media and consumer preferences.New categories like 'wild card' celebrate unconventional wines.The Companion is expanding to include spirits reviews.The wine industry is evolving, and the Companion aims to support this growth.Chapters
00:00 Introduction to the Halliday Wine Companion
01:47 Understanding the Tasting and Scoring Process
05:17 Score Inflation and Market Trends
08:48 Submission Process for Wineries
10:49 Editorial vs. Commercial Content
16:53 Awards and Recognition in the Wine Industry
20:20 Blind Tasting Process for Wine Awards
21:53 Major Awards and Their Selection Process
26:23 Understanding Winery of the Year Criteria
27:06 Best New Winery Award Explained
29:23 Consumer Focus vs. Trade in Wine Reviews
31:29 Adapting to Changing Media Landscape
33:34 Expanding into Spirits Review
36:52 Celebrating Australian Wine and Future Directions
37:32 Introduction and Initial Thoughts
40:02 Wine Pairings and Personal Preferences
40:16 Outro.wav
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In this episode, I’m joined by food writer and hospitality lifer Richard Cornish to dig deep into what really makes a venue resonate … and why so many places miss the mark.
With over 30 years spent inside kitchens, wine bars, and regional dining rooms, Richard brings sharp insights and no-nonsense advice on everything from team culture to training, service to storytelling. This isn’t about trends or surface-level polish. It’s a real conversation about what keeps people coming back.
Whether you're opening your first venue or trying to breathe life into an existing one, this episode unpacks the often-overlooked details that separate good from great. From the role of front-of-house energy to the importance of local producers, Richard shares practical advice, grounded opinions, and just the right amount of fire to keep things honest.
Expect real talk on:
Why authenticity beats performance every time
How to train a team that actually cares
What the future of hospitality looks like — and who’s at risk of being left behind
The art of building venues that last (and why most fail early)
If you're in food, wine, service — or just obsessed with what makes a great night out — this one’s for you.
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In this episode, I cover strategies for standing out in a saturated marketplace, particularly in the food, wine, and hospitality industries. We talk about the importance of clarity, focus, and differentiation over simply being louder or spending more on marketing.
I share ten practical ideas, including niching down, leading with what makes a business different, investing in bold branding, maintaining consistency, and leveraging unique location and provenance. We end with a call to action for listeners to implement one strategy and share their results.
Takeaways
The market feels saturated with many options available.
Clarity and focus are essential for standing out.
Generic offerings lead to invisibility in the marketplace.
Customers remember what makes a business different, not just better.
Bold branding communicates values and creates memorability.
Consistency in branding builds trust and recognition.
Doing less but better can lead to more effective marketing.
Creating memorable experiences can generate word-of-mouth referrals.
Owning your content allows for deeper customer connections.
Leveraging your unique location can differentiate your brand.
Sound bites
"Generic basically means invisible."
"Do less but better."
"Create content that you own."
Chapters
00:00 Introduction to Standing Out in a Saturated Marketplace
02:03 The Importance of Clarity and Focus
03:52 Niche Down to Scale Up
05:32 Leading with Difference
07:00 Investing in Bold Branding
08:43 Consistency is Key
09:54 Doing Less but Better
11:25 Creating Memorable Experiences
12:28 Owning Your Content
13:23 Leveraging Place and Provenance
14:23 Radical Transparency
15:39 The Founder’s Role in Branding
18:41 Recap and Call to Action
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In this episode of Growth Insights, Holly Formosa sits down with Dan Sims, Chair of Wine Victoria and founder of Pinot Palooza and Revel, to talk about the state of Victorian wine today and where it’s headed next.
Episode Highlights:
The biggest commercial pressures facing producers right now – oversupply, changing drinking habits, and a competitive global market.
Why collaboration is essential and how initiatives like Drink Victorian are connecting wineries, distillers, brewers, and trade in new ways.
The opportunities in flavour innovation, alternative packaging (hello Bagnums), and lighter, fresher wine styles that suit today’s drinkers.
Dan’s optimistic take on young people and wine – and why the myth that “the next generation isn’t interested” simply isn’t true.
Practical advice for boutique producers thinking about exports, including the key questions to ask before taking the leap.
The leadership programs shaping the future of Victorian wine and why the next generation of industry leaders gives Dan so much confidence.
Throughout the conversation, Dan shares candid insights from decades in the industry, his belief in storytelling over spreadsheets, and why he’s unsubscribed from the “doom and gloom” headlines that dominate industry news.
“People are into wine – they’re just not into the people telling them they’re not. The opportunity is to make wine fit into their lives, not the other way around.” – Dan Sims
This episode is a must-watch for anyone working in or passionate about wine, offering a glass-half-full look at the challenges and exciting opportunities ahead for Victorian producers.
Listen now to hear Holly and Dan’s full conversation.
