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Wine habits begin at home

A $40,000 promotional campaign from the Victorian State Government is aiming to encourage local restaurants to put more Victorian wine on menus.

Regional and Rural Development Minister, Jacinta Allan, said the wine industry is worth an estimated $1.5 billion to the state economy and employs more than 5700 people in cellar doors, restaurants and accommodation.

Allan said Victorian wines have been accumulating prizes and critical acclaim but are not always recognised for their quality by restaurants or consumers.

The government has sought feedback from the wine industry about the challenges it faces and how to better promote Victorian wine.

“Putting Victorian wine on Melbourne menus is the first step, and over the next 12 months, we’ll be taking more action to develop a distinctive Victorian wine brand and marketing.

“The Victorian Wine on the Menu campaign is funded as part of the State Government’s Food Industry for a Sustainable Tomorrow (FIRST) program, which aims to build capability within regional Victoria’s food industry to support future competitiveness and sustainability in domestic and international markets,” Allan said.

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