Established in 1982, Crittenden is a family-owned Mornington Peninsula winery with a strong focus on sustainable farming and the production of high-quality wines. The property includes a cellar door and, more recently, Crittenden Restaurant, which the winery has brought back under family management. The restaurant showcases produce from across the region alongside Crittenden’s excellent cool climate wines.
These elements came together for a day rich in Peninsula pride at Land Sea and Soil – A Peninsula Pairing Journey, as part of Melbourne Food & Wine Festival. Here’s Crittenden co-owner and operator Zoe Crittenden now with how she and the team pulled it off.
How did you come up with the idea for your event?
We had been discussing a collaboration with Torello Farm for some time. As neighbours with many shared sustainability values, we had explored several ideas for what a joint event might look like.
After leasing out our restaurant for 20 years, we took it back under our own management last year. When Melbourne Food & Wine Festival called for submissions, Torello Farm was the first collaboration that came to mind.
As the first event held at our new restaurant, it was the perfect opportunity to showcase what Crittenden and the Mornington Peninsula do so well: collaboration, sustainable farming, exceptional local produce, food and wine, and the creativity of our chef. It was also great fun to organise and gave us the chance to work with some wonderful local producers.
What did you serve on the day?
The menu showcased Mornington Peninsula producers, with each course paired with Crittenden wines. The event followed a roving format, beginning with canapés and a farm tour at Torello Farm, before moving to the Crittenden winery for entrées and a presentation from my brother, head winemaker and general manager Rollo Crittenden on our sustainable vineyard and winery practices. Guests then continued to the restaurant for the main course and dessert.
The menu included egg and corn chawanmushi with spanner crab, a goat’s curd tart with truffle honey, and pickled Flinders mussels. Mains featured spent-hen roulade, Torello Farm Belted Galloway long ribs and seasonal vegetables from local growers. Dessert highlighted late-harvest strawberries and estate-grown figs.
Producers included Torello Farm, Wildgrain Mornington, Southern Seagreens, Lil’s Yolky Dokey Eggs, Flinders Mussels, Mushroom Forestry, Flinders Truffles, Cape Schanck Olive Estate, Morning Penni Farm, Main Ridge Dairy and Spurrell Foraging.
Looking back now, what was the highlight of the whole event?
The food and wine were naturally major highlights, but the response to the speakers was particularly memorable. They were passionate people sharing what they do so well, and their enthusiasm was infectious. Guests were genuinely engaged by their knowledge, stories and connection to the region.
Is there anything you would do differently if you were to run a similar event in the future?
As the first event held at our new restaurant, there was naturally a great deal to learn. There are several small operational adjustments we would make next time, but overall, the concept worked extremely well.
One of the main challenges was moving guests between locations. It worked well in the end, but reinforced the importance of clear communication and careful planning when an event includes multiple venues and experiences.
What did you find was the best way to sell tickets or otherwise get the word out?
Ticket sales were strong when the event was first released, largely driven by the Melbourne Food & Wine Festival database, before slowing slightly. We then increased promotion through our own channels.
We used a combination of email, social media, digital marketing and printed flyers. Releasing tickets around a month before Christmas also worked well, particularly when we promoted the event as a gift idea which generated another strong wave of bookings.
What is the best event you have been to lately at another venue? What made it so great?
One event that stood out was a winemaker dinner Rollo hosted at Bottega in Dromana. It was an intimate event for around 30 guests held on a Sunday evening.
At $75 per person, it offered exceptional value: shared charcuterie, house-made gnocchi and a tasting of 10 Crittenden wines. What made it memorable was its simplicity. It showed that wine dinners do not need to be elaborate to be successful. Quality food, thoughtful wines and a relaxed, intimate setting can be just as engaging.
I think people are seeking this kind of experience, particularly in the current economic climate. Connection is imperative and is what distinguishes an event from simply going out for dinner.
Any advice for anyone thinking of doing an event for the first time?
Never underestimate how interested people will be in what you do. We live and breathe the vineyard, winery and restaurant every day, so it is easy to forget that these experiences are fascinating and unfamiliar to many guests.
I was surprised by how quickly the event sold out. I believe it succeeded because it offered more than a meal: it had a strong educational element, passionate speakers and several locations and experiences throughout the day. Guests valued the opportunity to learn, meet local producers and understand more about what happens in the vineyard, winery, farm and kitchen.
Finally, just do it. Events are a lot of work, but the payoff is worth it. Those who attended Land, Sea and Soil will remember the experience and feel an ongoing connection to Crittenden and the other producers involved. The energy, enthusiasm and enjoyment of the guests were incredibly rewarding.
Crittenden Wines, 25 Harrisons Rd, Dromana, crittendenwines.com.au, @crittendenwines