Put Victoria on Your Table

The Victorian Wine Industry Association yesterday briefed the industry on an upcoming consumer campaign encouraging Victorians to 'Put Victoria on Your Table'.

Funded by the State Government, the campaign encourages wine drinkers to widen their wine purchasing set to experience Victorian wines they might not otherwise have tried.

Organised earlier in the year when searing heat adversely affected food and winegrape production, the Victorian Government, in consultation with the VWIA, has embarked on this campaign to provide added impetus to sales of food and wine produced in the State.

The campaign has received widespread support from the major liquor retail chains and prominent independent wine retailers in Melbourne who will be working with Victorian wine producers to showcase Victorian wine late July through to early August.

The campaign is funding a raft of instore merchandising materials as well as a press advertising campaign and a considerable PR effort through most media.

Collaborating with the food sector through Melbourne Wine and Food, there will be a number of events including a mass tasting at the Crown complex and a special wine weekend on 1 and 2 August where Victorian sommeliers will work with individual wineries to showcase Victorian wine.

Winebiz - Daily Wine News 2/07/09