Wine shop set for upgrades
MYRTLEFORD’S Alpine Wine Shop is one of 65 Victorian projects set to receive a share in more than $1.18 million worth of funding from the state government.
They plan to upgrade their cellar door, put a deck outside and increase lighting and signage to make the shop more prominent on the Great Alpine Road.
Minister for Agriculture and Regional Development Jaala Pulford last Wednesday announced the funding from the second round of the Wine Growth Fund, which supports Victoria’s 21 unique wine regions.
The pledge aims to increase local and international wine markets, boost wine tourism and grow wine businesses.
Homestead Estates Micheal Freudenstein, one of the co-owners of the Alpine Wine Shop, said it was great that the seven smaller wineries involved in joint venture would be able to further showcase their wines.
“Smaller producers can’t afford cellar doors but this gives them an opportunity to have a presence,” he said.
“The funding helps to improve the presence of cellar doors across Australia, and to provide a presence that improves the experience for tourists to our region.
“It’s fantastic that the state government recognises the importance of wine tourism, particularly the tourism that we offer in the Alpine Valley, this brings people in not only for our great wine but everything else we have to offer.”
Victoria’s wine industry con- tributes $7.6 billion to the state economy and directly employs nearly 13,000 people, many of which are in regional Victoria.
There are more cellar door outlets in Victoria than any other state, creating opportunities for visitors to enjoy diverse and quality wine experiences, and contrib- ute to the liveability and vibrancy of the regions.
The Wine Growth Fund is part of the Labor Government’s investment in Victoria’s wine industry, which also includes the Wine Industry Development Strategy and the Wine Industry Ministerial Advisory Committee.
BY TATE SPITERI