Some 2770 tickets were sold to 58 unique experiences in that first year - 50 per cent of the total number available, with 16 events reaching capacity.
Following the success of that first summer, organisers turned their attention to a more challenging winter period when visitor numbers typically dropped and locals sank into the woodwork.
They began by introducing a smaller collection of cleverly crafted hospitality experiences to complement the cooler months and celebrate seasonal fare.
In 2012, they had 29 events, selling 87 per cent of tickets - by the following June they reached 90 per cent for 51 events. It was a nerve-racking time for organisers who once again threw themselves into uncharted territory. They knew the concept was a good one but had no way to tell if winter would actually work.
"We had no idea what would happen, but we felt if we gave people good enough reason to go out they would do it, people had already seen summer F.A.W.C! and they trusted it," Ms Dundas said.
"We are not at a stage where we are Horse of the Year or Art Deco, but that's the aim." Providing something for people to do was only one reason to introduce a significant event to spice up the dark, cold days - it was also important to keep hospitality as operational as possible in quiet times, and provide new opportunities to boost the local economy.
Figures for 2014 showed about 20 per cent to 25 per cent of attendees travelled from outside the region, and it's hoped this year will be about the same as word continues to spread.
Interestingly, some even prefer the winter series to summer - but Ms Dundas says it's not that surprising, considering both offer something totally fresh and exciting.
Growing to include 50 offerings, the series which runs every weekend this month starting yesterday had already sold out 27 unique wine and food delights.
More tickets than ever before went in the first two days - with a database of about 3000 F.A.W.C! fans throughout New Zealand given a chance to snap up their favourite events before they became available to the general public.
Some sold out in hours, with chef James Beck's Bollinger Brunch and Clearview Estate Winery's Wine Makers Long Table Lunch adding a second session, due to overwhelming demand.
"Everyone thought of Hawke's Bay 'summer' before, but during winter F.A.W.C! last year every single weekend was superb weather - they see these dry winter days and they get the chance to look at Hawke's Bay a bit differently."
It wasn't just the small or intimate offerings but bigger social events such as El Fiesta de Invierno at Havelock North's Advintage and a Medieval Winter Feast at The Old Church that were in hot demand.
"The size of the event is not quite double last year. We are sitting at 50 and we had 30 events last year. When you look at the sales, people want a reason to go out in winter, I think it's a pretty good example of what can be done. Trinity Hill sold out everything, some people have a reputation for putting on good events."
One change for 2015 was the "ramping up" of F.A.W.C! by five, which opened the door to a wider audience. Twenty four restaurants, cafes and other eateries throughout the region had come on board with offerings at just $5 each.
There's a new walk-up event in Havelock North where people can dine on affordable dishes in $5 denominations. Hawke's Bay Tourism also welcomed the Hastings Pak'n Save Edible Fashion Awards into the F.A.W.C! fold this June.
In the past, the fashion show with a food focus stood alone, but Ms Dundas said the two were a match made in heaven and it seemed logical to combine them. "It's almost the start of our own World of Wearable Arts," she said. "Anyone with a remote interest in fashion or artistic talent should most definitely get along."
While Hawke's Bay Tourism laid down some basic rules and guidelines for businesses looking to host an event during F.A.W.C! they tried to give them as much creative licence as possible.
"They are all pretty happy, it's a team effort - we don't want to dictate to them, these are people who do wine and food every day, they are good at it. We are just here to provide a marketing platform."
The main thing required was a level of originality and something that differed from the norm - it was all part of playing up the region as a whole and focusing on strengths such as food, wine and fantastic weather.
"We want them to truly look and feel unique, they have to be a notch above, they can't just serve dinner in the restaurant. It's got to be something special," Ms Dundas said.
"We do have repeat events such as the Great Long Lunch but we do try to bring new ideas and new things to look forward to - it is still very competitive. There are lots of other people out there doing food and wine."
