INTRODUCING BEHIND THE VINES, THE LOCAL WAY TO SELECT YOUR NEXT DROP
A definitive destination to discover, connect and buy the very best of Victorian wines, direct from the makers.
11 February 2021: Today, Wine Victoria is pleased to announce the launch of Victoria’s first online wine directory, Behind the Vines, dedicated to helping consumers find their perfect local wine based on their taste preferences and shop directly from their chosen producer. With over 400 listings, the online wine directory, accessible via vicwines.com.au helps consumers discover local wineries, encourages tourism to these destinations, whilst also providing an easy click-to-purchase digital ‘Cellar Door’ experience from wineries across Victoria’s 21 wine regions.
Consumers are invited to provide their wine preferences through a simple questionnaire which results in a curated list of wineries throughout the state that best suit their palate. Suggestions are generated by evaluating site users’ preferred wine style, alongside their desired flavour profile - be it delicate or bold, sweet or dry, traditional or alternative, fruit-forward or full-bodied.
For those that want to plan a trip, the site offers easy travel time suggestions, and can curate a list based on region, as well as offering simple itineraries and maps to follow.
“Our state has so much to offer but there has never been a simple, one-stop-shop for people to visit and connect with new or favourite producers. We know people want to support Victorian businesses and we needed to make it a whole lot easier for that to happen,” says Angie Bradbury, Chair of Wine Victoria, “Behind the Vines has been created to champion our talented local winemakers and connect wine lovers with producers who are creating wines that resonate with their individual tastes.”
“It’s incredibly important to be drinking local wines now more than ever,” says Bradbury, “many of our fantastic wineries rely heavily on tourism and the hospitality sector, so 2020 was an incredibly difficult year. Behind the Vines will enable people to explore the outstanding premium wines Victoria has to offer.”
Whether you are accustomed to a fruit-forward Gippsland Pinot, a crisp Yarra Valley Chardonnay, or a rich, smooth Heathcote Shiraz, there is a home-grown wine for every occasion and drinker, featuring all that Victoria has to offer across our premium wine regions.
Funded by Global Victoria, the initiative was created to support local producers and drive consumers to purchase from cellar doors and continue to trial the world-class wines available throughout Victoria.
Minister for Agriculture Mary-Anne Thomas welcomed the launch. “Victorian wine is the best in the world – with so much variety and so many makers doing daring and exciting things with their products," Minister Thomas said. "With Behind the Vines, people can support their favourite wineries and discover new ones – making sure Victorians have every opportunity to buy local.”
The Behind the Vines directory is launching on Thursday 11 February and is set to become a destination site and a simple means of exploring our state’s wineries and cellar doors and navigating directly to purchase from their online stores.
Go ‘ Behind the Vines’ at vicwines.com.au
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Media assets available include:
● High-res imagery of Victorian wineries and winemakers
● Interview opportunities with Minister for Agriculture, Mary-Anne Thomas
● Interview opportunities with Wine Victoria’s spokesperson
● Interview opportunities with local Victorian winemakers involved in the campaign