Look, I’ve spent a lot of time in sheds and cellar doors across South East Queensland. From the Granite Belt to the backstreets of Newstead, the story is usually the same.
You’ve got a cracking product. The beer is crisp, the Shiraz is bold, and the fit-out looks a million bucks. But on a Tuesday afternoon, or even a rainy Saturday, the place is dead.
You’re probably doing what every other owner does. You’re posting nice photos of sunset vines or a frothy pour on Instagram and wondering why the till isn't ringing.
Honestly? Most brewery and winery marketing is rubbish. It’s too fancy, too vague, and it doesn't actually ask for the sale. If you’re tired of seeing your competitors' car park full while yours is empty, we need to talk about what you’re doing wrong.
1. You’re Selling the Liquid, Not the Experience
This is the biggest mistake I see. You think people come to your brewery just because you’ve got a new NEIPA on tap. They don't.
They come because they want a place to take the kids where they won't get dirty looks. They come because they want a spot for a first date that isn't a loud pub. They come because they want to feel like they’ve escaped the city for an afternoon.
If your marketing is just a list of tasting notes and ABV percentages, you’re missing the point.
Start showing people where they’ll sit. Show the live music. Show the dog-friendly courtyard. Show the platter they’re going to eat. People need to see themselves in your space before they’ll bother driving there.
2. Your Website Works on a Desktop, But Not on a Phone
Picture this: Someone is sitting in their car or on their couch. They’re hungry and thirsty. They search for "breweries near me."
They click your link. Your site takes ten seconds to load. When it finally does, they have to pinch and zoom just to find your opening hours or your menu.
What do they do? They leave. They go to the next place on the list.
You’re losing customers before they even see your beer. Your website needs to load fast and work perfectly on a phone. The three things people want are: 1. Your address (with a map link). 2. Your opening hours. 3. Your menu or tap list.
If those aren't front and centre, you’re burning money. It’s the same reason your food truck isn't busy—if people can't find the basic info instantly, they'll give up and go elsewhere.
3. You’re Ignoring Your Google Business Profile
Google is the king of local marketing. Period.
When someone types "winery near me" into their phone, Google decides who gets the business. If your profile has old photos, the wrong phone number, or—worst of all—no recent reviews, you’re invisible.
I’ve seen businesses spend thousands on Facebook ads while their Google profile looks like a ghost town. It’s madness.
"I’ve seen owners drop five grand on a glossy magazine ad that ends up in the bin, while they ignore fifty unaddressed Google reviews that are actually scaring customers away."
— Angus Smith, Founder & Marketing Director
Every time someone has a great time at your cellar door, you need to ask for a review. It’s the single most effective way to get more reviews and make sure Google keeps sending people your way.
4. You Aren't Chasing the Big Money (Functions)
Selling pints and paddles is great, but it’s a hard way to get rich. The real profit in this game is in functions.
Weddings, 30th birthdays, corporate Christmas parties—this is where you make the big bucks. But most wineries and breweries treat functions like an afterthought.
You might have a "Functions" tab on your site, but it’s usually just a PDF from 2019 that nobody can download.
If you want to fill your function room, you need to treat it like a separate business. You need photos of people actually having a party, clear pricing packages, and a form that’s easy to fill out.
Stop waiting for people to ask. Tell them you’re the best place in Brisbane to host a 40th.
5. You’re Posting to Instagram, But Nobody Is Coming In
I hate to break it to you, but "likes" don't pay the power bill.
You can have 10,000 followers, but if they’re all in America or Sydney and your brewery is in Geebung, those followers are useless.
Most small business owners spend hours every week on Instagram and see zero return for it. They’re stuck in a loop of posting pretty pictures that don't actually drive foot traffic.
If you’re going to use social media, use it to give people a reason to visit this week. - "New batch of Ginger Beer tapping Friday at 4pm." - "Kids eat free this Sunday." - "Only 3 tables left for our wine lunch."
Give them a deadline. Give them a reason to get off the couch. If you don't, you’re just a free entertainment channel for people who will never buy a drink from you.
6. You’re Not Building a List
When someone walks into your brewery, buys a round, and leaves—do you have any way of contacting them again?
Usually, the answer is no. And that’s a tragedy.
It is five times cheaper to get an old customer back than it is to find a new one. You should be collecting email addresses or phone numbers like your life depends on it.
Run a giveaway. Give them a free taster for signing up. Do whatever it takes. Once you have that list, you can fill your taproom on a quiet Wednesday just by sending one text or email. That’s power.
What Should You Do First?
If you’re feeling overwhelmed, don't try to fix everything at once. Here’s the order I’d do it in if it were my business:
1. Fix your Google Profile. Get some fresh photos up there and start replying to reviews. It costs nothing but your time. 2. Check your website on your phone. If it’s hard to use, get it fixed. This is the biggest leak in your bucket. 3. Focus on functions. One wedding booking is worth more than 500 walk-ins. Update your info and start telling people you take bookings.
Marketing isn't about being fancy. It’s about being found and giving people a clear reason to spend their money with you instead of the guy down the road.
Stop trying to win awards for your photography and start focusing on the stuff that actually makes the phone ring.
If you’re not sure where to start, or you're sick of wasting money on ads that don't work, give us a shout at Local Marketing Group. We don't do fluff, and we don't do jargon. We just help local businesses get more customers.
Ready to actually see some results? Let’s have a chat.