About the studio
Hospitality language, built from inside the industry.
Service & Cellar is a founder-led storytelling studio for wine-led hospitality brands that need their language to match the level of the experience.
About Service & Cellar
Service & Cellar builds premium storytelling systems for wineries, restaurants, wine bars, cellar doors, lodges, and boutique hotels.
The work sits between hospitality, wine, menus, guest experience, and monthly content operations. It is designed for brands that already have substance, but need a clearer system for communicating it.
AI supports the repetitive parts of the workflow: research, structure, first drafts, calendars, and variations. Human judgment remains responsible for tone, positioning, hospitality accuracy, wine language, and final approval.
Nothing is auto-published. Every piece of client-facing content is built for review.
About Giulio Barducci
Service & Cellar is led by Giulio Barducci, an Executive Chef Patron and Wine Director based in Queenstown, New Zealand.
Giulio's background is rooted in fine dining, wine service, tasting-menu communication, wine education, and luxury guest experience. That operator perspective shapes the studio's work: copy should not only sound polished, it should understand the rhythm of service, the purpose of a menu, the commercial role of a wine program, and the difference between luxury and noise.
The result is content that is restrained, practical, wine-literate, and useful for real hospitality teams.
Service & Cellar operates as an independent studio, separate from Toast & Oak, and avoids direct New Zealand competitor conflicts.
First step
Start with a Storytelling Audit.
A focused review of how your current content communicates the wine, menu, place, guest experience, and commercial opportunity behind the brand.