Mastermind Consulting

14/07/2025

We are beyond thrilled to be welcoming Emily Hay into the Mastermind team as our Account Director/ Marketing Strategist.

Emily brings with her over 20 years of experience in marketing for wine, tourism, and hospitality businesses. Most recently, she was Estate Marketing Manager at Paragon Wine Estates, looking after brands like Josef Chromy, Oakridge, Cape Mentelle, Chapel Hill, Krondorf and Shingleback. Prior to that, she worked as Marketing and Communications Manager at Barossa Australia, along with vast experience in marketing and brand management roles across travel and hospitality brands.

Passionate about the wine and tourism sectors, Emily is Alum in Wine Australia Future Leaders Program where she is now a coach and currently chairs the Australian Grape & Wine Diversity Equality and Inclusion in Wine (DEIW) Committee.

We look forward to leveraging her expertise to develop marketing strategies for our Mastermind clients further, having a lot of fun and laughs along the way. Emily brings a curiosity, creative flair and deep understanding of direct-to-consumer and digital marketing.

Emily will continue to be based in the Barossa Valley and we can’t wait for her to start in early August.

Listen in as Emily explains a little bit about her background.

07/07/2025

Join Trish Barry next Tuesday as she delves into the world of social media and how to best drive digital engagement in this WCA Webinar

Feel like it’s impossible to keep up with the evolving world of social media and digital marketing? You’re not alone.

While the social media landscape is changing at breakneck speed, many wine businesses continue to chase vanity metrics instead of building genuine community connections that drive actual wine sales. The world of social is evolving, and so should your digital marketing.

Trish Barry from Mastermind Consulting has been navigating social and digital marketing for nearly two decades, helping wine businesses transform their strategic presence. In this hands-on webinar, she’ll cut through the noise and show you exactly what’s working now.
You’ll discover:
• What wine consumers want to see in 2025 (hint: it’s not just pretty vineyard photos)
• How to leverage paid media strategically without burning through your marketing budget
• Which content creation tools will save you hours while improving your results
• Why your email list and database are now your most valuable marketing assets—and how to maximize them

When: Tuesday 15 July - 12.30pm ACST

This webinar is FREE to WCA Members. There is a $55 fee for non-members.
Register here https://winecommunicators.com.au/event/webinar-social-media-2025-the-new-rules-of-digital-engagement/

11/04/2025

It is a bittersweet moment today as we say goodbye to our DTC Manager, Emily McCutcheon. For the last six years, Emily has been an integral member of the Mastermind family, helping drive direct-to-consumer sales for clients and guiding strategy. Her broad wine expertise has been well utilised across digital marketing campaigns, delivering some fabulous results. There have been many fun times, the need to adapt through COVID as we needed to pivot quickly, with lots of laughs in our close-knit team. Thanks for an incredible contribution Em.

It’s not quite a goodbye, though, as we look forward to seeing Emily thrive in her new role at Commerce7, where she’ll look after Australian and New Zealand wineries for support and onboarding. They are lucky to have your skills and expertise Em.

A huge thanks from all of the Mastermind family as we raise a glass in your honour!

28/03/2025

What an incredible day of learning! held their fwd: conference on Wednesday. A stellar lineup of speakers including Rebel wilson, Professor Byron Sharp, Neil Patel, Joe Brumm ( creator of Bluey ) Zach Kitsche (Canva ), Alita Harvey Rodriguez, pulled into line with a hilarious MC by Dilruk Jayasinha

Email is not dead as a marketing channel, it is just the opposite, with enormous potential when you’re using the medium strategically. We’ve already refined a few client plans to take note of the learnings and trends. Stay tuned as we post the key insights and takeaways on our blog shortly.

Take a moment to consider the detail of the event ex*****on! There was even a specific scent created. Exceptional in every way and had us envious of the budgets!

04/03/2025

The wine industry is special — built on passion, collaboration, and a shared love for what we create at every stage of the supply chain. From the vineyard to the winery, through sales and marketing, all the way to the consumer, few industries embody the same spirit of teamwork, generosity, and resilience.

Let’s be honest though, times are challenging right now. That’s why embracing a glass-half-full mindset is more important than ever. It does not mean that we don't need action or to be conscious of the market environment, but reminding people about our WHY as a sector is powerful.

Last year, our Mastermind Consulting team/ clients tuned into hashtag - a virtual movement to refocus on what makes working in wine so rewarding. We wanted to fill our feeds with uplifting, positive stories that showcase the camaraderie, creativity, and kindness in our industry—a ripple effect of gratitude and good news. Here's a start from our MD :

🍇 for the incredible wine producers who trust us as Mastermind clients to tell their stories and pour their hearts into creating exceptional wines. Yes, the landscape is changing, but the determination to succeed long-term is stronger than ever.

🍇 for the brilliant people in this industry —articulate, strategic, and deeply passionate. Many humbly dedicate themselves to making a difference, sharing knowledge, and leaving the sector better than they found it. Great mentors, people to bounce ideas of, or times when we work together to achieve a common goal either on committees or across businesses. I’m proud to call them friends and continually inspired by their contributions.

🍇 for the connections wine creates. There’s nothing better than opening a bottle with friends—whether they’re simply enjoying a drop over a meal or diving deep into the geeky details of clones and terroir It’s about the ability to read the room, bringing people together, and sharing the craft we love. Being able to tell these stories is a privilege.

It's time to be hashtag and let the good news flow! What are you Grapeful for?

13/02/2025

Did you know that our Communications Manager is based in Margaret River/Wadandi Boodja? After working in our Sydney office for 3 years, she made the trip around Australia and fell in love with the beautiful Margaret River, which she and her family now call home.

From honing her wine expertise to crafting top-tier PR, social media, and influencer campaigns, she brings her communications magic to life daily. Plus, with local wineries at her doorstep, she’s perfectly placed to connect with our WA-based Mastermind clients.

We’re lucky to have her talent, passion, and insider knowledge on the team! 🍷✨

06/02/2025

Innovation in action at Sugarloaf Creek Vineyard this week. In conjunction with , the team have been testing UV-C light panels on an autonomous vehicle to control powdery mildew in the vineyard. This means fewer inputs and hopefully longer-term, healthier vines.

There is so much potential for this technology when used in the right environment. Wonderful to see so much interest in the project and positive initial signs. Congratulations , , Vertex, and everyone involved in the trial. Early days but such great potential.

31/01/2025

It's been a big few weeks of news regarding winery eCommerce platforms, which has left many businesses confused about how to make a choice. Having worked in this space for nearly two decades, there's lots to consider.

From website platforms, and email integrations to wine club functionality, payment/database security, and data-driven reporting, there are many factors to weigh when selecting the best solution. The choice you make today will shape your winery’s customer experience, revenue potential, and long-term growth. But with so many options (and hidden costs like plugins and commission structures), how do you ensure you’re making the right move?

Join and Peter Andres from Wine Works as they give you core areas to consider in making a decision.

WHEN: Tuesday 18th February, 2025
Time: 10am

The webinar will be recorded if you can't make this time.

REGISTER NOW
https://us06web.zoom.us/webinar/register/WN_DLA62QfUSLCqQn85ccSwyw?mc_cid=f484982aa9&mc_eid=e2702d7ae3 #/registration

21/01/2025

We’re used to ALL the updates on social media, but these last few days have taken us all by surprise 😮

Flick through the carousel to get a rundown of all the changes we have seen on Instagram, as well as the news on TikTok ⛔️

The new grid layout on Instagram means that your curated squares are (or soon will be) rectangles. There’s a fix for any images that are looking odd, click on the three dots on the top right of the image and click “adjust preview”, click “fill” and choose from black or white background. A better fix is coming according to at Instagram. We’re waiting 😬

There’s some great new updates for Reels. We’ll be testing the longer durations as well as the Trial Reels to reach new audiences outside followers. We don’t have the update yet, we’ll let you know when we do 🤓

We’re looking forward to checking out the new Edits app too - about time! Should make life much easier for creators ⭐️

Instagram rewards the accounts embracing the new tools, so get stuck in (or if you’re one of our clients, we’ll do that for you!). Send us a DM if you need any help and please share this post with anyone else who needs to know 🙏🏻

06/01/2025

It feels like a full-circle moment as we introduce Kate, who’s joined us this summer as our Marketing Intern. Seventeen years ago, Kate was the key reason our founder, Trish Barry, started Mastermind Consulting. With a newborn daughter and a dream of creating a flexible yet impactful career, Trish took the leap to establish Mastermind.

That newborn is now 17 years old, entering her final year of high school and considering a career in communications, business, or law. Over the years, Kate has grown up alongside many of our incredible clients – she’s known some of you since before she could walk, and knows more about wine through osmosis than most double her age!

Not only is Kate exploring the world of marketing and communication with us, but she’s also a budding entrepreneur herself. Her own award-winning business, Scrunchie Munchies, is now in its seventh successful year as she continues to diversify and put business theory into practice.

We’re thrilled to have Kate on board, applying her talents and gaining hands-on experience in the field she’s so passionate about.

30/12/2024

2024... our 17th year of business and we chose to do things a little differently. New projects, an evolution of services and continued focus on integrated marketing plans to deliver results for our clients. Swipe for a glimpse of some of our team highlights.

19/10/2024

SEEK STRANGE. FIND WONDER
We’re thrilled to welcome into the Mastermind family. Going against the grain, this is a true grape-based gin is made from the spirit of New Zealand Sauvignon Blanc.

Strange Nature finds its origins in 0% alcohol New Zealand Sauvignon Blanc wine. Using innovative spinning cone technology the alcohol is gently extracted from the wine while preserving the natural aromas and flavours. The clean white spirit is then distilled with the only botanical strange nature needs, the one that defines gin – juniper – giving it an unexpected taste profile.

Not only does it look good (how beautiful is the bottle) but it tastes awesome too – just picking up Gold Outstanding at the International Wines & Spirits Competition 2024 in London.

On International , make the perfect pour:
30ml Strange Nature Gin
100ml mediterranean tonic
lots of ice
Garnish with thyme and lemon