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Wine regions mull over how to pop your cork
19 Aug 2004
Hundreds of people attended the Upper Goulburn Wine Expo last weekend in Alexandra, at the foothills of the high country. The expo was part of Victorian Wine Week, which is showcasing wines from 22 regions at the Melbourne Exhibition Centre from today.
That may seem a lot of regions for Victoria, but winemakers say that creating distinct areas is the key to gaining a foothold in an increasingly crowded market. The Victorian Wine Industry Association says industry growth means producers are looking for points of difference to give them a marketing edge.
Some older regions already have good reputations but it will be difficult for the newer regions, such as Upper Goulburn and Glenrowan, to gain recognition. But it won't be for lack of trying. The Upper Goulburn Wine Growers' Association says its point of difference is that the vineyards are all family-owned. This will be used in marketing to consumers and selling to resorts and hotels. All winemakers should use the name Upper Goulburn on their labels to help build identity.
The association will also work with the neighbouring regions of the King and Yarra valleys to co-ordinate wine trails.
The Age, 19/8/04.
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