BREWERS, winemakers and distillers across the state have cause to charge their glasses in celebration, with the Government’s recent funding announcement of $1.5M.
The news was delivered by the Labour Government’s minister for agriculture and regional development, Mary-Anne Thomas, at the recent official opening of the Australian Craft Beer Centre of Excellence, in Ballarat.
The funding is part of the 2020-2021 budget allocated to the regional tourism and infrastructure fund, and will assist with the rollout of the pilot, Drink Victorian program.
Originally conceived by The Victorian Drinks Alliance, a collaboration between Victorian beverage producers and Food and Drink Victoria; the Drink Victorian program aims to assist Victorian producers to increase consumer awareness and drive product consumption.
Victorian Drinks Alliance Co-Chair and Wine Victoria Chairperson, Angie Bradbury explained, “This Australia-first collaboration has one clear goal. To encourage and enable our retailers, bars, restaurants, clubs and consumers to join us, and Drink Victorian.”
The initial rollout will begin by forming alliances with 100 target venues across metropolitan Melbourne, in both the hospitality and retail sectors. Partner venues will be focused on ranging Victorian products and promoting the state’s unique regional areas and their producers, with a view to reinspire regional visitation.
Educational training, promotion assistance and marketing support will be provided to partnering venues, as well as opportunities to host to host Melbourne-based ‘super tasting’ events.
MP Mary-Anne Thomas explained further, “The Drink Victorian program aims to give more Victorians access to the exceptional drinks we produce in our state.
“This is an exciting step for the industry and consumers, and will provide a major boost for regional jobs,” she added.
Well respected local winemaker, Sam Plunkett was quick to validate the MP’s comments, stating that the recent increase in metro visitation, since lockdown restrictions were lifted, had already equated to the Wine By Sam cellar door in Seymour, requiring more staff.
“I think the initiative is really exciting,” he said.
“Lots of Victorian winemakers are doing it tough at the moment, not only in the domestic market and with the lack of trade during Covid, but also the abrupt trade closure of the China market and the disruption to the international distribution market segment.
“Getting a wine on a list in Melbourne is what we strive for. It provides an opportunity to introduce not only our winery, but also our region to metro consumers, who might then be inspired to visit, and discover other great producers within the region,” said Sam.
