Victoria has traditionally marketed 21 geographical indication (GIs) wine regions, however the state is not well known internationally and overseas consumers have little or no knowledge of Victorian wines. Wine Victoria worked with the Victorian wine and tourism sectors to establish five wine tourism brand pillars. The aim of the program was to simplify the wine tourism offering (fewer areas and unique varietals) so it can be more effectively communicated to a global audience, whilst also being relevant to a domestic audience.
King Valley Prosecco Road
Muscat of Rutherglen
An Australian fortified treasure crafted by skilled generations of winemakers spanning 150