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


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


  • OH&S/Safety
  • First Aid and CPR




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.


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.


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


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


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.

Wine Yarra Valley Board

Name Winery/Business Role
Sandra de Pury Yeringberg President
Adam Keath Domaine Chandon Vice-President
Franco D’Anna Hoddles Creek Estate Past-President
Robin Wood Lone Star Creek Vineyards Treasurer
Nicole Esdaile Centare Vineyard Secretary
Tim Shand Punt Road Wines General committee
Dylan McMahon Seville Estate General committee
Sarah Crowe Yarra Yering General committee
Matthew Davis Steels Gate Wines General committee
Erin-Marie O’Neill 916 General committee
Matt Taylor Oakridge Wines General committee
Adrian Riccioni RNG Lawyers Associate member

Contact information

Caroline Evans, CEO

Sarah Donnellan, Marketing

Kristin Roman Proud, Administration & Accounts

Office address: Level 1, 177-179 Maroondah Highway, Healesville 3777

Postal address: PO Box 552 Healesville 3777

Phone number: +61 3 5962 7610