Vignerons lift Alpine strategies
Fresh marketing package to shape developments in the high country
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.