Wine Yarra Valley

Wine Yarra Valley is a non-profit group of local growers and makers who want to share the Yarra Valley experience with the rest of the world.

Wine Yarra Valley provides leadership of the region’s wine industry and looks to ensure it is sustainable and successful into the future.

Wine Yarra Valley’s vision is that, through its broad array of activities, the Yarra Valley will be recognised globally for cool-climate wine excellence, enhanced visitor experiences and leading sustainable practices.

With Australia’s continued focus on premium wine and the importance of regionality as a key success factor for the wine industry both domestically and internationally, being part of a region with a reputation for high quality wine and a strong message that is well communicated will be critical for your business’ future success.

The Yarra Valley is in an enviable position as one of the country’s leading wine regions. However, with increasing competition from other wine regions across Australia and around the world we need to continue our efforts if we wish to further reinforce and promote our reputation.

Wine Yarra Valley looks for ways of furthering innovation in viticulture and winemaking, to drive demand for Yarra Valley wines, and grow wine tourism to the region. Our activities include wine and tourism marketing, producing technical programs to support the industry, and advocacy for government support. Members can take part in these activities and help build regional strength and leverage their own reputation and activities.

Membership fees are vital to our organisation. The fees provide approximately 70% of our annual income, with grants, user pays activities and partnerships making up the balance. Wine Yarra Valley is a non-profit organisation.

The Association’s activities

Wine Yarra Valley, through its broad array of activities, aims to position the Yarra Valley as Australia’s number one wine region within the local, national and international marketplace. Members can take part in these activities and help build regional strength and leverage their own reputation and activities.

Technical Activities

Workshops

Delivering a suite of seminars and workshops focused on viticulture, winemaking and occupational health and safety,

Training

OH&S/Safety
First Aid and CPR

Advocacy

Taking a leadership role and advocating on issues such as:

Phylloxera management
Rootstock virus
Health and alcohol policy
Smoke taint
Taxation
Labelling laws

Regularly communicating with government and industry bodies to ensure our industry and our members remain a high priority.

Membership

Wine Yarra Valley relies on strong membership to fund its activities and to have a credible voice with government and industry bodies. Active members are the lifeblood of the association, they ensure goals are achieved and they create value which benefits the whole industry.

Branding and Marketing Activities

A3 Tear-Off Map

Developing and distributing the Yarra Valley Wine Region A3 Map – 120,000 are maps distributed each year.

Website

Promoting the Yarra Valley brand, regional wine tourism, association members and their wine on the wineyarravalley.com.au and wineyarravalley.com.hk websites.

E-newsletter

Promoting member’s activities to a large and committed consumer database in the Yarra

Events

Running events and festivals including:

Yarra Valley Regional Wine Show
Halliday Chardonnay & Cabernet Challenge
Yarra Valley Roadshow to capital cities
In-region events – Fireside, Rosé Evolution, Chardonnay Avenue
Social media platforms – FaceBook, Instagram, WeChat, Weibo
Digital marketing – including Yarra Valley Cellar Door, #yarravalleyroadtrip

Inbound Visits

Working closely with industry bodies and government to ensure interstate and international wine media, trade and educators visit the Yarra Valley.