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YVWGA launches marketing strategy

Wine Yarra Valley is the name of the Yarra Valley Winegrowers Association’s (YVWGA) marketing strategy, which plans to increase worldwide demand for Yarra Valley wine and stimulate visitation.

The strategy has been launched without ceremony but with action – including a comprehensive website and new branding for the Yarra Valley Wine region.

The long term vision of Wine Yarra Valley is for the Yarra Valley to be perceived by consumers as Australia’s leading cool climate wine region — maker of elegant stylish wines. From a visitor’s perspective, the Yarra Valley is already the most visited wine area in Victoria. This position is not taken for granted and increasing winery visitation is a key objective of Wine Yarra Valley.

The first stage of Wine Yarra Valley is the launch of www.wineyarravalley.com.au. The site was conceptualised and written by Aldridge Wine Consulting, with Melbourne company, Now Solutions, building the site. Features include an event listings, comprehensive details of all winery members, touring maps and visitor information, detailed information about the Yarra Valley, an image library and media section. The Events and Winery Search functions are proving to be the most popular features. Viewers can search wineries by parameters such as variety, sub region, visitor facilities and opening days. Events can be searched by month or by winery.

Wine Yarra Valley has also developed regional branding. More than just a visual, the strategy behind the new brand was planned in consultation with winery members and leading wine identities including Yarra Valley resident, James Halliday.

The first step was to define the Yarra Valley’s unique offering. Rather than hanging its hat on one variety or style — the Yarra Valley offers a spectrum of classic wine varieties and styles – sparkling, Sauvignon Blanc, Chardonnay, Pinot Noir, Shiraz and Cabernet Sauvignon – known for their style, elegance and food compatibility.



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