Vignerons lift Alpine strate­gies

Fresh mar­ket­ing pack­age to shape de­vel­op­ments in the high coun­try

Myrtleford Times - - Front Page - BY JAMIE KRON­BORG jkro­n­borg@ ne­me­

THE Alpine val­leys’ wine sec­tor is about to bring to fruition a set of fresh mar­ket­ing and tourism strate­gies to help to shape its de­vel­op­ment in the high coun­try.

Alpine Val­leys Vignerons’ pres­i­dent Micheal Freuden­stein last week said the as­so­ci­a­tion was on track to ac­quit a Victorian govern­ment $20,000 grant made late last year – and matched by lo­cal pro­duc­ers.

The funds have been used to de­liver a four-goal pack­age for the alpine wine re­gion, in­clud­ing a strate­gic mar­ket­ing plan and a new brochure and map to pro­mote the val­leys’ winer­ies and vine­yards.

The as­so­ci­a­tion ear­lier this year achieved the first of goals – host­ing Mel­bourne-based wine writ­ers and som­me­liers in the high coun­try for as few days be­fore vin­tage.

The last of the tar­gets is a tast­ing of as­so­ci­a­tion mem­bers’ wines by key wine mer­chants and restau­ra­teurs from the North East at a lun­cheon in Myrtle­ford on Oc­to­ber 3, fol­lowed by a tast­ing open to the pub­lic later in the day.

Mr Freuden­stein said the strate­gic plan, printed and on-line brochure and map, and the trade and wine me­dia in­ter­face had been de­vised to en­able the 30-mem­ber as­so­ci­a­tion to take ad­van­tage of the rapidly de­vel­op­ing wine tourism mar­ket. He said the brochure will con­tain in­for­ma­tion about the alpine wine re­gion placed around the map.

“The map des­ig­nates where all the vine­yards are and wine shops and those with cel­lar door sales,” he said.

The roll-out fol­lows re­cent, key re­search for Tourism North East which iden­ti­fied ways to drive growth and in­no­va­tion in the wine sec­tor and in­form what the re­gion’s peak tourism agency has de­fined as “prod­uct de­vel­op­ment strate­gies, win­ery tourism in­vest­ment op­por­tu­ni­ties, and tar­geted mar­ket­ing ef­forts”.

The study, by a con­sul­tancy named Quan­tum, re­vealed the out­comes of quan­ti­ta­tive and qual­i­ta­tive re­search among wine tourists – in­for­ma­tion which TNE has de­scribed as “much­needed in­sights into con­sumer trends and be­hav­iours around win­ery and cel­lar door tourism”.

The com­ple­tion of the as­so­ci­a­tion’s strate­gic plan and im­pend­ing re­lease of its new mar­ket­ing ma­te­rial co­in­cides with the North East Victorian Wine Chal­lenge 2017, which is to be staged and judged in Myrtle­ford’s Ablett Pavil­ion on Septem­ber 19-20.

Aus­tralian al­ter­na­tive va­ri­eties wine show chief judge Jane Faulkner will for the third con­sec­u­tive year chair the panel for the com­pe­ti­tion, in which Alpine Val­leys, Beech­worth, King Val­ley, Glen­rowan and Ruther­glen wines are as­sessed.

The lo­cal as­so­ciates will be Gap­sted Wines’ Blair Jensen and An­der­son Win­ery’s Chris­to­belle An­der­son from Ruther­glen.

Nom­i­na­tions for the chal­lenge closed on Au­gust 25 and dead­line for en­try de­liv­er­ies is Septem­ber 15.

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