Why Your Winery Can't Post Updates on Google (And What Actually Works)
If you've been trying to add updates, promotions, or event posts to your Google Business Profile and hit a brick wall, you're not alone. Wine businesses across Australia face a frustrating restriction that has nothing to do with your account setup or technical issues.
Here's what's really happening—and more importantly, how to work around it.
Why is Google blocking your winery's posts?
Google restricts the standard "Posts" and "Updates" feature for all alcohol-related businesses, including wineries, wine shops, breweries, and distilleries. This isn't a bug. It's intentional.
Because alcohol is classified as regulated content under Google's policies, any posts where alcohol products are the focal point get automatically rejected. This applies whether you post directly through Google or use third-party management tools.
The restriction is global and applies consistently. And unfortunately, there's no way to appeal it or work around it using standard posts.
What can you actually do on your Google Business Profile?
The good news: there's a workaround that Google explicitly allows and actually performs better than regular posts.
Tours & Activities is your solution.
Google's Tours & Activities feature is separate from the standard posts section and isn't subject to the same alcohol restrictions. Google makes this distinction deliberately: promoting the sale of a bottle of wine (a product) gets blocked, but promoting a wine tasting experience (an activity) is encouraged.
Wine tastings, vineyard tours, private tastings, food pairings, and educational experiences all qualify and display beautifully on Google Search and Maps in an attractive carousel format.
Benefits of using Tours & Activities for your winery
Tours & Activities listings display in a prominent carousel on Google Search and Maps results. Tourists actively searching for wine experiences in your region will find you here. You can add direct booking links to your website, so potential customers move straight into your booking system. These listings aren't blocked by alcohol content restrictions, so you can promote your tasting menu, tours, and experiences freely.
What IS allowed on your Google Business Profile
✓ Tours and activities (wine tastings, vineyard tours, private tastings, food pairings)
✓ Basic business information (name, address, phone, hours)
✓ Photos of your venue exterior, interior, and vineyards
✓ Atmosphere and customer photos (wine visible in context is acceptable)
✓ Team photos
✓ Responding to reviews
✓ Services section
✓ Business description
✓ Booking and reservation links
✓ Menu editor for wines by the glass or bottle (if categorised as Winery or Restaurant)
What is NOT allowed on your Google Business Profile
✗ Standard posts and updates
✗ Promotional posts featuring alcohol products
✗ Adding alcohol to the "Products" retail section (for bottle sales)
✗ Photos focused primarily on alcohol bottles
✗ Videos where alcohol is the main focus
✗ Offer posts promoting alcohol sales
How to maximise your winery's Google presence without posts
Since standard posts are off the table, focus your energy on the channels that actually work for wine businesses:
Add all your experiences to Tours & Activities. This is where wine businesses get real traction. List every tasting, tour, and experience available. These appear in search results and on maps.
Optimise your business description. Use local keywords like "wine tasting Central Coast" or "vineyard tours Sydney" so potential customers find you in search.
Build your photos strategically. Show your vineyard, tasting room, events, and team. Context matters; wine in a natural setting is fine.
Use your Services section. List tasting types, tour lengths, and what visitors get. This helps Google understand what you offer.
Respond to reviews consistently. This keeps your profile active and builds trust with potential customers.
Set up the Menu Editor if you're categorised as a Winery or Restaurant. This lets you display wines by the glass or bottle for on-site consumption (not retail sales).
Quick Wins: What You Can Do Today (20 Minutes Each)
If you're not ready to hire an SEO specialist, here are three tasks you can implement this week:
1. Set up Tours & Activities (20 minutes)
Go to your Google Business Profile, click "Add Tour or Activity," and list every experience you offer—wine tastings, vineyard walks, food pairings, private tours. Include direct booking links. This alone often outperforms standard posts.
2. Optimise your business description (15 minutes)
Your description is prime real estate. Include your location keywords ("wine tasting Central Coast," "vineyard tours near Gosford") and what makes you different. Google reads this for local ranking signals.
3. Audit and respond to recent reviews (15 minutes)
Check your last 10 reviews. Respond to every one—especially negative reviews. This signals to Google that your profile is active and shows potential customers you care. Takes 2-3 minutes per review.
"The businesses winning on local search aren't the ones chasing workarounds for posts. They're the ones using their Google Business Profile as the gateway—optimised with photos, description, reviews, and Tours & Activities—and driving customers to a properly configured ecommerce website."
These three tasks take less than an hour and immediately improve your visibility.
The real opportunity for wine businesses: Your ecommerce website
Wine businesses have spent years frustrated by Google Business Profile posting restrictions. But here's what I've found working with wineries since 2014: the businesses winning on local search aren't the ones chasing workarounds for posts.
They're the ones using their Google Business Profile as the gateway—optimised with photos, description, reviews, and Tours & Activities—and driving customers to a properly configured ecommerce website where the real product showcase happens.
Your website is where Google's alcohol restrictions don't apply. If your website has proper age-gating in place (verifying visitors are 18+ before accessing wine product pages), you can showcase your full range, add detailed product descriptions, feature pricing, run promotions, and build an actual sales channel.
Google knows the difference between a restricted platform (like their own Business Profile) and a verified age-restricted destination (your website). Your Google Business Profile funnels customers. Your website closes the sale.
That's the strategy most wineries miss. They optimise the profile but leave their website bare, generic, or not optimised for local search. Your website should be a seamless extension of your profile—with local keywords, wine product content, tasting descriptions, online booking integration, and customer reviews all working together.
The complete picture for wine businesses looks like this:
Google Business Profile → Drives local awareness and foot traffic to your venue or tours.
Your age-gated ecommerce website → Sells bottles, builds email lists, captures customer data, and ranks for wine-specific keywords you can't target on Google Maps.
Local citations and backlinks → Signal authority and help both your profile and website rank better.
When these three work together, that's when wine businesses actually see results. Most stop at the profile. The winners connect it to a bigger strategy.
Handpicked Wines available on organic wine shop FAB
Seasonal Strategy: Peak Season vs Off-Season
Wine tourism isn't consistent year-round. Your content strategy shouldn't be either.
Peak Season (October–April)
During peak tourism months, focus on visibility and booking conversion:
Post weekly to Tours & Activities (or keep listings updated with current specials)
Run Google Ads aggressively to capture high-intent searches ("wine tasting near me")
Respond to reviews within 24 hours (tourists read them)
Emphasize booking links and direct calls-to-action
Off-Season (May–September)
When foot traffic slows, build authority and email lists:
Create website content around wine education, winemaker stories, behind-the-scenes content
Build local citations and backlinks (PR outreach, wine community partnerships)
Email existing customers about upcoming experiences or online wine sales
Use slower periods to audit and improve your website and GBP profile
The Calendar Strategy
Peak season = visibility and ads. Off-season = authority building and relationship nurture. Most wineries do it backwards: they panic during off-season and stop all activity, then scramble in peak season. Flip it. Use off-season for strategic work, then capitalize on peak season visibility.
Track Your Progress: 5 GBP Metrics That Actually Matter
You need to know if this work is actually working. Don't vanity-track impressions or clicks. Track these five metrics instead:
Direction Requests — How many people clicked "Get Directions" on your GBP. This is high-intent foot traffic.
Phone Calls — Calls directly from your GBP profile (Google tracks these). This is real business.
Website Clicks — People moving from your profile to your website. These are qualified leads.
Review Volume & Rating — Are you getting more reviews? Are they positive? One negative review can tank visibility.
Tours & Activities Views — How often your tasting/tour listings appear in search and maps results.
Check these metrics monthly. If direction requests and calls are flat after 90 days of activity, your approach needs adjusting. If they're climbing, you're on the right track.
Most wineries never check these. That's why they don't know if their efforts are working. You will.
FAQ: Google Ads & Advertising for Wineries
Q: Can wineries advertise on Google Ads?
A: Yes, but with restrictions. Google requires alcohol advertisers to avoid targeting minors and only target approved locations. You must also have an age-gated landing page.
Q: Why do some wine ads get disapproved?
A: Common reasons: missing age-verification, landing page content doesn't match ad copy, or account-level alcohol policy flags. Ensure your landing page has 18+ verification before showing wine products.
Q: Should I use Google Ads or focus on organic SEO?
A: Use both. Ads = immediate visibility during peak season. Organic (GBP + website) = sustainable traffic year-round. During peak season, run ads aggressively. Off-season, focus on organic.
How much should I budget for Google Ads?
A: $500-1,000/month off-season (or pause). $2,000-5,000/month during peak season in competitive regions. Most wineries see 2-5x ROI if landing pages are optimized.
What makes a landing page "approved" for wine ads?
Age-gating (18+ verification before product visibility) + matching ad copy + clear call-to-action (book, buy, or learn more). Avoid misleading claims or restricted locations.
Q: Can I link ads directly to my GBP, or do I need a website?
A: You can, but your website is where conversion happens. Link ads → GBP (for reviews/booking) → Your age-gated website (for purchase). GBP alone limits your funnel.
What should you do next?
If you're a winery or wine business in Australia, don't waste more time trying to post about your wines on Google. Instead, focus on what actually moves customers through the door: visibility on Google Search and Maps, an optimised profile that ranks for local keywords, and a website strategy that captures every customer journey—from discovery on Google to purchase on your site.
If your Google Business Profile isn't set up to do this work—or if you're not sure where to start with local SEO and website strategy—book a free 15-minute audit with me. I'll show you exactly what's holding you back and what to fix first.
Book Your Free 15-Minute Audit: We'll Identify the Quick Wins Holding Your Winery Back
I've spent over a decade helping wine businesses on the Central Coast and Sydney get found locally. I know this industry, I know these restrictions, and I know what actually converts.
Let's get your winery visible where customers are looking.
