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Promotion of Mildura wine moves up a gear

A cross-border body set up to promote the Mildura wine-growing region has moved into its second stage of development with the appointment of a coordinator to the project.

The Mildura Murray-Darling Wine Industry Association will operate under the Mildura Wines banner, with Marilyn Marrows-Voullaire appointed to head-up the project.

The Victorian Government has allocated $44,000 to move the organisation into its second stage, after providing $50,000 to establish the body last year.

Marrows-Voullaire said her role would be as contact person for the association and to implement the organisation’s strategic plan.

The Mildura Murray-Darling wine industry region is the second largest in Australia, with 1300 growers and 23,000ha of vineyards. The region accounts for an average 400,000t of grapes a year and 25% of the national crush.

Mildura Wines aims to develop awareness and improve the perception of wines from the region.

The association aims to increase education and training opportunities and develop partnerships in research and development, distribution and promotion.

The strategic plan’s key objectives are to encourage new technologies and improve access to a skilled and sustainable workforce.

The association is developing wine boxes that will consist of six-bottle carry packs to encourage sales of regional wine at cellar door, bottleshops and retail liquor outlets.

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