The Andrews Labor Government is backing the Wines of the King Valley alliance, to cement the region as Australia’s official home of the Prosecco name and brand.
Visiting Brown Brothers winery today in Milawa, Minister for Agriculture Jaala Pulford and Member for Northern Victoria Jaclyn Symes announced the Food Source Victoria grant to support the $100,000 marketing and growth strategy.
Wines of the King Valley is an industry and marketing body representing wine producers and growers across a vineyard area of 1,800 hectares, with an increasing concentration on Italian varietals as their signature wines.
The alliance includes the King Valley’s Prosecco Road producers, Brown Brothers, Dal Zotto, Chrismont, Pizzini and Sam Miranda.
The project will analyse the potential and capacity of the King Valley wine region to capitalise on the growth in Prosecco sales and outline a strategic five-year plan to meet the huge potential.
It will also help to identify tourism experiences that build on the region’s strengths as the national home of Prosecco, which could lead to an increase in the number of visitors to the region.
The benefits of the project will be distributed to grape growers, winemakers, tourism operators and other local businesses, and will help drive economic growth in the King Valley.
Victoria’s wine industry contributes $7.6 billion to the state economy and directly employs nearly 13,000 people, many of which are in regional Victoria.
The Wine Growth Fund is key to the Labor Government’s commitment to boost the wine industry, which also includes the Wine Industry Development Strategy and the formation of the Wine Industry Ministerial Advisory Committee.
Quotes attributable to Minister for Agriculture Jaala Pulford
“We’re officially popping the cork on the King Valley’s renowned prosecco and we’re proud to back this initiative that will attract more people to our north east, more often.”
“There are more cellar door outlets in Victoria than any other state, creating opportunities for visitors to enjoy diverse and quality wine experiences and contribute to the liveability and vibrancy of our regions.”
Quote attributable to Member for Northern Victoria Jaclyn Symes
“The King Valley is without a doubt the home to some of our very best drops. Now it’s time to showcase our prosecco varieties to the world and back our growers every step of the way.”
Reviewed 19 August 2020