Our latest thoughts on marketing strategy, case studies, consumer insights, social media platforms and thoughts on content marketing.
Why Your Small Business Needs an AI Policy
Chances are, someone on your team is already using AI. Whether it's drafting a social caption, summarising a meeting, or helping write a customer email, generative AI tools have quietly become part of the day-to-day for small businesses, often withou [...]
What does Google’s biggest change in 25 years mean for wineries?
Google's biggest change in 25 years signals AI search is here, does this mean we're waving goodbye to traditional SEO? In short, no. We spoke about the introduction of AEO (Answer Engine Optimisation) and GEO (Generative Engine Optimisation) to the S [...]
Growth insights for wine businesses from the 2026 WCA Wine Growth Summit
Yesterday, 26 June 2026, Emily Hay attended the Wine Communicators of Australia (WCA) Growth Summit in Adelaide, which provided key growth insights for Australian wine businesses. While the focus of the day was strategies for international mar [...]
Celebrating the sixth annual Shiraz Day – 23 July 2026
Mastermind Consulting founded Shiraz Day in 2020, designating the fourth Thursday of July each year. 2026 marks the sixth annual celebration on Thursday 23 July. Varietal wine days are nothing new, marketing calendars are adorned with plenty of “gimm [...]
What Meta’s Andromeda Update Means for Your Marketing in 2026
If you've been running Facebook or Instagram ads for your wine, beverage, lifestyle, or food business and have noticed some changes lately—perhaps your ads aren't performing quite as they used to, or your costs have shifted—you're not imagining thing [...]
AEO, SEO, GEO: Cutting Through the Jargon for Small Business Owners
If you've been hearing terms like AEO, SEO, and GEO thrown around lately and wondering what they all mean, you're not alone. The digital marketing world loves its acronyms, but behind these three-letter codes lies something crucial for your business: [...]
Crafting Compelling Stories During Vintage: A Guide for Wineries
Vintage time is the ultimate opportunity for winery storytelling. We love being out and about with Mastermind wine clients, helping to guide their content strategies whilst getting a better understanding of different parcels and vineyards. Whilst it [...]
Open that Bottle Night 2026! How to get involved
Waiting for a rainy day to open those wines you’ve been saving? That day, Open that Bottle Night is 28 February 2026. Great wine is made to be shared, wouldn’t you agree? And it’s not always about cracking open the oldest bottle in your cellar (alth [...]
Australian Alternative Varietals Wine Show Talk and Taste – Fizz, Dirt and Zero
On the concluding day of judging at the Australian Alternative Varietals Wine Show (AAVWS), a thought-provoking session titled "Fizz, Dirt and Zero" brought together a panel of industry experts, led by chair of judges Leanne Altmann, to explore key t [...]
It’s Fun Being Alternative! 2025 Alternative Varieties Wine Show
The cool kids all gathered in Mildura in early November. The 2025 Australian Alternative Varieties Wine Show (AAVWS) is now in its 25th year, celebrating wines that push boundaries and challenge conventions. What started as an idea in 1999 by Stefano [...]