Zoë Downer is a marketer who helps wine businesses.



Zoë has a temperament divided – creative and spontaneous contrasted with traditional and calculated. The unanswered question had always been: How could those traits combine to forge a life’s work? It was near the turn of the millennium over a glass of Rawson's Retreat Chardonnay (yes, really) that she realised the answer was right in front of her. Wine!

Today Zoë possesses a Master of Wine Business from the Burgundy School of Business and has performed several roles at Shaw + Smith, most recently as Marketing Manager, overseeing the Shaw + Smith, Tolpuddle Vineyard and The Other Wine Co. brands. She sold wine in Adelaide and Brisbane with fine wine distributor Red and White, has a Bachelor of Wine Marketing from the University of Adelaide and the Level 3 Award in Wines from the Wine & Spirit Education Trust, London. Throughout her career, Zoë has accrued significant experience collaborating with a wide variety of stakeholders – including brand owners, winemakers, distributors, PR agencies, graphic designers, and website developers.

As a freelancer, Zoë uses a detail-oriented, creative, and forward-thinking approach to creating, planning and delivering strategic brand visions. She believes wine should be economically and culturally rewarding for everyone and is a signatory to the Australian Grape & Wine Diversity & Gender Equality Charter.

In 2019, Zoë founded Counter Space. The agency is an embodiment of everything she has learnt and the promise of more knowledge to come.


Selected Articles

Six leading Australian wineries share their wine marketing secrets, Australia’s Wine Business Magazine. Read

Xpress Service isn’t a creative agency but it does happen to house some of Adelaide's most influential and creative people, CityMag. Read