The Future of Victorian Wine Won’t Be Built on Wine Alone

The axing of the Cellar Door Grant has sparked huge concern across Victorian wine... but I think it also reveals a much bigger shift already underway.

Increasingly, wineries are no longer just wine businesses. They are tourism, hospitality, events and experience businesses ALL at once.

And the wineries that thrive over the next decade will probably be the ones that understand not just how to make wine, but how to create experiences people genuinely want to travel for, talk about and return to.