How marketing know-how is helping this Melbourne wine bar thrive

When Kelsie Gaffey left a corporate job to pursue her dream of opening a wine bar, she brought a wealth of marketing experience with her. Now, her South Yarra bar Gracie’s Wine Room has developed an impressive reputation for its attentive staff, lush courtyard, and exceptional drinks. Meanwhile, Gaffey has propelled the bar’s TikTok success, racking up hundreds of thousands of views.

Gaffey joins Hospitality to share her tips on social media, customer engagement, and starting a prosperous business.  

Tell me about Gracie’s – where did the idea come from and how did you bring it to life?

I always knew that I wanted to start my own business. At first I thought I wanted a cafe, or maybe a restaurant. But as I grew older and my own personal interests changed, I noticed that there was a gap in the market on the south side of Melbourne – and that’s when the idea of Gracie’s started. Since covid, I have spent most weekends eating and drinking at wine bars around Melbourne with my girlfriends, so I knew what I wanted to create. A venue that my girlfriends and I would love, a venue that valued community, a casual yet sophisticated environment – and that’s exactly what I set out to achieve. 

What do you think makes a good wine bar? How have you implemented these aspects in your venue?

For me, there’s the basics. The wine needs to be good – but so does the price point. I also personally resonate with a more casual atmosphere, somewhere where I feel like I can have 3 or 4 wines and ugly laugh or cry with my girlfriends. I don’t believe your neighbourhood wine bar needs to be perfect, but I think it needs to be cool and friendly. I think something that you can’t necessarily buy or predict is the atmosphere and vibe of the venue, which I have tried to nail through hiring friendly staff and ensuring that I am on the floor every day chatting with our customers.

How did your marketing experience help you to open Gracie’s?

I believe working with brands and understanding consumers has been a huge help with starting Gracie’s. I’ve had to use that creative part of my brain for years, whether it’s building a campaign from scratch, copywriting or coming up with a bespoke activation idea for a client. In saying this, nothing is more valuable than being a consumer yourself, and understanding what other consumers are looking for, and how they resonate with brands. 

What’s your secret to social media marketing?

People no longer log on to social media and want a highlight reel. That is now a thing of the past. Consumers are on social media to learn, relate, be inspired or entertained by content creators and brands. There is not one secret to my strategy, I have just simply tried to show the reality of trying to open a business as a young woman – and the consumers are intrigued and want to learn more  

What other marketing tips can you share for hospitality professionals?

Engage with your customers! Get their opinions on your ideas, your campaigns, and your challenges. People love feeling like they’ve helped build a brand that they will resonate with, so my tip is to give them the opportunity to be involved and build something that they will ultimately enjoy.  

How do you believe dining habits are changing and how are you tackling these changes?

I think consumers are longing for a more casual and relatable experience on the day-to-day. People are looking for a local venue, with friendly staff and a laid-back vibe where they can have good quality service, drinks but without the need of excessive price points. 

Gracie’s is open Tuesday and Wednesday 4-10pm, Thursday 4-11pm, Friday and Saturday 1pm-12am, and Sunday from 1-10pm.

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