Directory supports wineries
Strathbogie winemaker Matt Fowles is just one of many winemakers who has welcomed the launch of Wine Victoria’s first ever digital directory, Behind The Vines.
Funded by Global Victoria, the directory launched on February 11 and was created to support local producers and drive consumers to purchase from cellar doors, which Mr Fowles said was a groundbreaking idea.
‘‘Never before has there been a single directory for wineries,’’ he said.
Like many local businesses, Fowles Winery took a hit during COVID-19 and is only just starting to rebuild.
‘‘The industry really needed a boost after being smashed by the bushfires and then COVID19 lockdown,’’ Mr Fowles said.
He said with the support Behind The Vines would bring to winemakers across Victoria, it was great to know there was some unity in the industry.
‘‘The biggest thing for smaller wineries is the way they’ve structured it, we should see genuine commercial outcomes,’’ he said.
‘‘The directory sends people onto our own e-commerce sites, which means they’re devoting more of the budget to building awareness and not taking away from wineries’ sales.
‘‘It’s not just building awareness, everyone is craving connection and this is a great facilitator.’’
Behind The Vines offers consumers the chance to discover Victoria’s 21 wine regions with more than 400 local wineries in the database.
Wine Victoria chair Angie Bradbury said the directory championed local winemakers and encouraged wine lovers to buy local.
‘‘Our state has so much to offer, but there has never been a one-stop shop for people to visit to connect with new or favourite producers,’’ she said.
The support Victorians showed the industry last year, particularly between lockdowns, highlighted the importance of having a digital location to help people connect with many wineries relying heavily on tourism, Ms Bradbury said.
‘‘It’s incredibly important to be drinking local wines, now more than ever.
‘‘The directory will help consumers be more confident and aware of the depth and breath of what’s available.’’
■ For more information, visit: vicwines.com.au