Buy Local Campaign

In order to reinvigorate the Victorian wine industry after a tough year of lockdown restricting visitation, tourism and on-premise purchase, we set out to raise awareness of Victorian wines and encourage Victorians to make an active decision to choose Victorian wines over other states, or international options.

Funded by Global Victoria, the Buy Local 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. The Behind the Vines campaign aimed 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 helped consumers discover local wineries, encouraged tourism to these destinations, whilst also providing an easy click-to-purchase digital ‘Cellar Door’ experience from wineries across Victoria’s 21 wine regions.

A successful PR and media campaign supported the initiative and the website is still active and utilised.