Wine shop set for up­grades

Alpine Observer - - News -

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

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