Ask the Experts

Sarah Myers is the Executive Officer of Ultimate Winery Experiences Australia, a hand-selected collection of premium award-winning wineries located in Australia’s renowned wine regions that offer immersive behind-the-scenes experiences. Here Sarah’s passion for wine, tourism, and regional Australia converge. With a background in strategy and marketing across food, wine, and tourism, Sarah told us,  “I feel privileged to support the wineries in this collection and to help showcase the extraordinary landscapes, experiences, and craftsmanship that position Australia as a premier destination for global wine lovers.”

How would you describe Australia’s wine scene?

Australia’s wine scene is a vibrant tapestry of innovation, tradition, and terroir-driven excellence. It’s globally respected for its remarkable diversity—not just in varietals and winemaking styles, but in the distinct regional characters shaped by climate, soil, and culture. Each wine region tells its own story. This richness makes Australia one of the world’s most exciting and rewarding destinations to explore viticulture.

How can business events planners incorporate winery experiences into their Australian program?

Incorporating winery experiences into Australian business events adds a premium, memorable dimension — think meetings in unique spaces, vineyard views, private tastings with winemakers, gourmet wine-paired dining, and unique team-building such as blending sessions. With stunning settings, local flavours, and a touch of indulgence, wineries offer the perfect blend of productivity and pleasure for planners looking to impress.

What opportunities are there for incentive groups to meet the wine makers?

Incentive groups have incredible opportunities to connect directly with Australia's passionate winemakers through curated, behind-the-scenes experiences. With advanced notice, our winemakers can host guests for private tastings, vineyard tours and exclusive dinners in their winery’s private cellars or restaurant. These experiences offer first-hand stories of craftsmanship, heritage and innovation—turning a wine tasting into a personal encounter and a chance to go beyond the label to connect with what makes Australian wine exceptional.

Tell us about the types of bespoke experiences incentive groups can tailor at wineries?

Our wineries craft bespoke group experiences that are as memorable as they are meaningful. Private dining in cellars at Penfolds Magill Estate just outside Adelaide, oyster shucking at Devil’s Corner on Tasmania’s Freycinet Peninsula, or long lunches amongst the vines at Printhie Wines near Orange in New South Wales, are just a few examples. Incentive groups can enjoy fine-dining restaurant buy-outs, bush tucker tastings at Mandoon Estate in the Swan Valley, wine blending experiences or active vineyard adventures like segway tours, biking or horse-riding—each tailored to foster genuine connection with the land, the people, and the produce.

Where can guests witness sustainability practices, organic wines and viticulture?

Sustainability is at the heart of Ultimate Winery Experiences Australia, with members deeply committed to caring for the land they cultivate, their regional communities, and future generations. These values come to life across many winery experiences, including those at pioneering estates like Voyager Estate and Yalumba.

Margaret River’s Voyager Estate is a certified organic producer and the first traditional winery to achieve Ecotourism Australia's Sustainable Tourism Certification. In the Barossa Valley, Yalumba—part of Hill-Smith Family Estates—was the first in Australia to attain Gold Member status with the International Wineries for Climate Action, recognising its global leadership in carbon reduction.

Are there wineries that offer accommodation for large groups?

Mandoon Estate offers on-site group accommodation at Maya Maya—a luxury retreat recently re-named in honour of the Whadjuk Noongar people as part of their Reconciliation Action Plan. Just 25 minutes from Perth, Maya Maya features 32 elegant rooms overlooking historic Verdelho vines and the Swan River, providing a serene base to experience all that Mandoon Estate and the Swan Valley have to offer.

Are there wineries that also include wellness experiences?

Yes, several Ultimate Winery Experiences Australia members offer wellness experiences that blend relaxation, nature, fine wine, and nourishing food. Ten Minutes by Tractor partners with Alba Thermal Springs for a wine and wellness escape in the Mornington Peninsula. Connect with nature at House of Arras in Tasmania’s Tamar Valley with a Wine, Wildlife and Vineyard tour. Vasse Felix in the Margaret River teams with Cape to Cape Explorer Tours for a coastal hike followed by wine tastings and a five-course lunch. St Hugo (Barossa Valley), Montalto (Mornington Peninsula), and Brown Brothers (King Valley) offer guests the chance to explore kitchen gardens and enjoy immersive garden-to-plate dining experiences that connect them to the land and seasonal produce.

If you were going to combine a winery visit and a degustation dinner where would you book?

Many of our wineries offer exceptional degustation dining, often using seasonal produce from their own kitchen gardens. While most focus on long lunches to make the most of the scenic surrounds, some offer dinner on select nights and for private groups. Top picks include Penfolds Magill Estate and d’Arenberg, Pt. Leo Estate and Ten Minutes by Tractor, Printhie Dining, Leeuwin Estate, Voyager Estate, and Josef Chromy and Moorilla.

What’s new for Ultimate Winery Experiences in 2025?

With 30 exceptional wineries in our collective, each year brings exciting new ways to explore Australia’s premier wine regions. CHANDON in the Yarra Valley has unveiled The Homestead—an elegant refurbished space for private group experiences. At Petaluma in the Adelaide Hills, guests can now enjoy vineyard horse-riding adventures, ideal for team-building. And at Pizzini Wines in the King Valley, the new Sparkling Italian High Tea pairs indulgent sweets with bubbles, blending fun and decadence in a truly memorable, regional celebration of wine and hospitality.