Do you remember the buzz around Fiano Festa and the inaugural Fiano Day last spring and summer? The results from the campaign and sales reported across the industry show widespread success in both reach and product sales. It’s the good news story Australian wine has been looking for.
The 2025 Fiano Festa campaign generated exceptional results from a modest financial investment;
- an approximate reach of 2.7 million*
- 24.5k social media interactions*
- 350 non-social media mentions*
- and a 58% increase in Google searches for Fiano wine.
Feedback directly from the producers involved heralded the success with momentum built across wine regions.
“We were thrilled to see a significant uplift in Fiano sales across all channels. We attribute this success to the groundswell created by the Fiano Festa campaign, and the variety’s ability to convert white wine drinkers into ongoing Fiano Fanatics.
Fiano Festa has always been bigger than one winery. Seeing producers, retailers and consumers embrace the variety so enthusiastically was incredibly rewarding. Our own Fiano sales uplift was a fantastic result, but the real success was bringing the regions together to shine a spotlight on Australian Fiano and create opportunities for everyone producing this exciting variety.” Corrina Wright, Oliver’s Taranga.“Our Fiano sales almost doubled over the months of September and October last year from average Fiano sales. Our members and guests loved seeing a new alternate varietal from the Hunter Valley, which the sales figures supported. Being part of a national conversation gave a small Hunter Valley Fiano a sense of scale it couldn’t earn on its own. It’s also wonderful that this varietal is providing us with new relationships and connections with other regions we’d never normally cross paths with. For a wine that’s a tiny sliver of what we make across Australia, it’s already carrying more worth and power than any marketing budget could provide.” Wendy Laureti, Saddlers Creek Wines
“We’re all up against every other drink in the fridge, and a punter who discovers Fiano at one cellar door goes looking for five more. That’s the entire logic of the Festa, and it only works if enough of us show up. Last year’s Festa was the first time strangers walked into our cellar door and asked for Fiano by name. We’d been shouting about this grape on our own for over a decade and never got that. One month of shouting together did it.
Every good Fiano poured anywhere in the country makes ours easier to sell. You can spend your marketing budget trying to win a slice of a small category, or you can spend a month helping make the category bigger. One of those pays off for a lot longer.”Brendan Carter, Unico Zelo
“We thought that it could work out in the Western Barossa, at the very least it was worth having a go. We bottled the wine around October 2025 with ~1500L, which sold out in approximately 3.5 months, far surpassing our expectations of 6-12 months. As a result, we more than tripled production. If the trend continues, we will look to increase the production again next year.” James Lienert, Lienert Vineyards
“Fiano gives us a genuinely good news story at a time when the wine sector needs one. It’s a variety on the up, when a few of our old favourites are starting to fade. What I love most is how much room it gives winemakers to play, and how differently it speaks depending on where it’s grown. Cooler climate, warmer climate, it shows up as a completely different wine each time. That’s a gift for a variety still finding its audience.”
“Fiano Friday became one of the best things we did all year. Every week for seven or eight months I’d film something new, and it turned into a genuine talking point at the cellar door. People would come in asking about it before they’d even tried it, and that made it an easy variety to sell. It’s also brought us closer to other Fiano producers around the country. Doing swaps and cross-promoting each other’s videos meant I got to meet people I’d never have crossed paths with otherwise, all because we had a shared purpose in building this variety up. Fiano thrives in cooler and warmer climates alike, and every winemaker gets to put their own stamp on it, so there’s always something new to show people. At a time when so much of the industry’s news is about vines being pulled out, Fiano is a genuinely good news story, and I love that we get to keep telling it together.” Libby Cupitt, Cupitt’s Estate
Trish Barry, CEO at Mastermind Consulting said, “Fiano has resonated with consumers for many reasons, particularly its suitability for enjoying with so many different cuisines.” She added, “Trends in white wine suggest customers are looking for easy-drinking, aromatic wines and Fiano is exactly that.”
While the campaign was led by our client partnership with Oliver’s Taranga in McLaren Vale, it was, by design, for the benefit of all Australian Fiano producers.
Participation is again deliberately easy, with minimal barriers to getting involved, a recognised key to last year’s success. It’s not prescriptive; wineries, venues and stores can get on board at a level that works for them. They key is simplicity, explaining the wine in context, noting that for many consumers, this is a new discovery.
Fiano has resonated with consumers for many reasons, particularly its suitability for enjoying with so many different cuisines and in various settings. Trends in white wine suggest consumers are looking for easy-drinking, aromatic wines and Fiano is exactly that.
Recent research shared by Wine Australia points to various occasions as ripe for potential, such as happy hours and casual gatherings. Key areas of influence sit around recommendations; those discovered digitally, from family & friends and from venue staff. By combining all three, Fiano Festa helps make wine the easy choice within the consumer’s alcohol repertoire over a wine or spirit.
The 2026 Fiano Festa campaign will again run through spring and summer in 2026, reinforcing key messaging and introducing new consumers to the varietal. Fiano Fridays will continue for wineries, retailers and on-premise venues to build awareness through consistent storytelling. Fiano Day will be held on 16 October 2026. We hope that this then builds a platform for the lead into Summer drinking activities and for momentum to generate trial and awareness more broadly over summer.
The Fiano Festa is an open-invitation campaign which any retailer, winery or venue can get involved in. Collectively we can spread the word, talk about the versatility of Fiano, the food friendly nature of the product and how it’s so perfectly suited to the Australian climate. If you would like more information or to share ideas, contact us.
Fiano & Friends Adelaide Wine Markets event !
This year Adelaide Wine Markets are coming to the party, hosting a Fiano-focused consumer event, just ahead of Fiano Day. The invitation is open to all Australian producers of Fiano to host a stall at Fiano & Friends. For more information contact the team at Adelaide Wine Markets.
- Date: Saturday 10 October
- Time: 5:00–9:00pm
- Location: The Market Shed on Holland, 1 Holland Street, Adelaide
- Event Partner: Adelaide Wine Markets
- Target Attendance: 350–400 guests
- Consumer Ticket Price: $49 ($39 Early Bird), including entry and an Adelaide Wine Markets branded tasting glass
- Food & Beverage: Food and beer/soft drink bar to be operated by Adelaide Wine Markets and Gang Gang.
- Consumer tickets will go on sale in early September.
Producer Information
- Tasting Offer: Three wines per producer, with at least one being a Fiano
- Stall Cost: $280 incl. GST
- Sales Opportunities: By the glass, bottle sales, take-home purchases and mail-order
- Marketing Opportunity: Database and social media growth
- Producer registrations are open now.
