5 Marketing Ideas That Go Beyond Social Media
Social media is great for engagement but if you’re relying solely on Instagram you’re missing out on higher-impact marketing tactics to not just bring in but retain your customers.
For most restaurants, wineries, and food businesses, a strong marketing strategy needs more than just social media posts. It needs to be a mix of PR, events, local partnerships, email, and in-venue experience to drive bookings, sales, and brand loyalty.
Here are five cost-effective ways to promote your food and wine business, beyond social media.
1. Media & PR
A well-placed feature in a top publication can bring in real, paying customers for months, far longer than a fleeting Instagram post.
Host a media event. Invite food and wine journalists from publications like Good Food, Broadsheet, or Gourmet Traveller to experience what makes your venue, wine range, or food offering special.
Pitch your story to journalists. Whether it’s an award-winning winemaker, a chef doing something bold, or a unique local ingredient, find an angle and pitch it to the right people.
Engage with hotel concierges. Luxury hotel concierges influence where high-spending guests dine and drink. Offer them a hosted visit so your business becomes their go-to recommendation.
Unlike social media, PR builds credibility and drives website traffic long after the initial buzz.
2. Events & Collaborations to Stay Top of Mind
Events can drive excitement and exclusivity, and are also a great tactic to drive repeat customer visits. Instead of waiting for people to re-discover you, give them a reason to come back!
Wineries can host seasonal wine dinners, barrel tastings, or winemaker Q&As to deepen customer engagement.
Restaurants can run special menu nights, guest chef collaborations, or limited-time experiences.
Food producers can partner with a winery, brewery, or distillery for a paired tasting event that introduces both brands to new audiences.
Events and collaborations create buzz, drive bookings, and help your your brand feel dynamic.
3. Website & Email Marketing (Most Businesses Don’t Do This Well)
Your website and email database should be doing the heavy lifting to bring in customers. If people can’t book easily, buy online, or sign up for updates, you’re missing out.
Fix your online booking system. Whether it’s a restaurant reservation, a winery tasting, or a ticketed event, booking should be seamless, mobile-friendly, and instant.
Use email marketing. A monthly email update with new releases, events, or VIP offers will bring in repeat customers. Your database is your most valuable marketing asset, so use it.
Optimise for SEO. People Google things like "best wine tastings near me." Does your website show up? Update your site with SEO-friendly blog content, menu descriptions, and landing pages to rank higher.
A good website and email strategy will drive direct sales without you worrying about algorithms!
4. Local Partnerships & Word-of-Mouth Marketing
Who else is serving the same customers as you but isn’t a competitor? Partner with them.
Tourism operators and hotels. Work with tour companies and visitor centres to get recommended to their guests.
Neighbouring businesses. A wine bar could team up with a cheese shop for a special pairing night. A farm-to-table restaurant could partner with local producers for seasonal menu events.
Referral incentives. Give loyal customers a reason to bring friends or book group experiences, such as a complimentary wine flight, a priority reservation, or an exclusive pre-release.
These tactics work because they tap into existing audiences and build credibility through trusted recommendations.
5. Make In-Venue Marketing Work for You
Most food and wine businesses underutilise their own space for marketing. Every visitor should leave knowing about your next event, menu, or special offer.
Use table signage and QR codes. Direct customers to upcoming experiences, wine releases, or private bookings.
Train staff to upsell experiences. Staff should be casually mentioning private tastings, chef’s specials, or exclusive pairings to guests.
Create limited-time offers. Rotating wine flights, special set menus, or seasonal tasting experiences give customers a reason to return.
Good in-venue marketing (when done well) doesn’t feel like marketing, it feels like part of the experience.
Final Thoughts
Social media is one piece of the puzzle, not the whole strategy. If you’re serious about getting more customers without relying on Instagram, start with one or two of these tactics and see the impact.
Which of these strategies will you try first? Let’s chat.