Drink Victorian returns for 2024, registration now open for free trade tasting

Food + Drink Victoria has announced the return of its Drink Victorian campaign for 2024, now back for its third year. 

The campaign, operated by the Victorian Drink Alliance, was established with the purpose of promoting and celebrating locally produced drinks. 

"Drink Victorian celebrates not just the breadth and quality of our drinks, but the very essence of Victorian hospitality,” said CEO of Food + Drink Victoria Anthea Loucas Bosha. 

“As we raise a glass to our local producers and venues, we're honouring a tradition, supporting our communities, and showcasing the best of what Victoria has to offer.” 

The 2024 campaign will take place across May and June and will consist of two main activities, the Drink Victorian Industry Tasting and the Drink Victorian Month.

The Drink Victorian Industry Tasting is scheduled to take place on the afternoon of 6 May in Marvel Stadium’s Medallion Club Room. Last year's event saw an attendance of more than 700 industry professionals. For 2024, attendee's will have the opportunity to trial more than 250 Victorian producers pouring samples from categories such as beer, wine, cider, spirits, and non-alc beverages.  

Registrations for the free industry tasting are essential and can be made here.

The second component of the campaign is the Drink Victorian Month, which will take place through ticketed statewide activations during June 2024. 

Food + Drink Victoria is encouraging venues to participate in the Month and will be accepting expressions of interest up until 23 April. Up to 100 venues will be selected to participate, which will be chosen based on how effectively their proposed in-venue activations will increase the presence and sales of Victorian drinks on their menus.

Successful applicants will be notified of their inclusion in the program by 3 May. Following this, tickets will be made publicly available from late May into the month of June. Example activations from 2023 include Whisky and Alement’s introduction of a dedicated Victorian whisky list into its menu and Stokehouse’s adaptation of its existing premium five-course experience to follow a Victorian theme, paired with a selection of Victorian beverages. 

Overall, the 2023 Drink Victorian campaign featured 110 hospitality venues and resulted in a estimated $2.9 million boost to Victorian drinks purchases, 12.9% up on 2022. Based on available data and forecasting, a further $4.4 million boost was projected for the following 12 months.

“With each year, we see more than just increased sales figures,” said Loucas Bosha.

“Drink Victorian fosters industry relationships and promotes our appreciation for homegrown beverages. Here's to another year of success and new discoveries.”

The Drink Victorian campaign is operated by the Victorian Drinks Alliance, a collaboration between Food + Drink Victoria and prominent Victorian beverage associations such as Wine Victoria, Cider Australia, Independent Brewers Association, Spirits Victoria Association and Australian Distillers Association Inc. 

The campaign receives funding from government representatives and stakeholders in the hospitality and retail sectors, including Global Victoria and Agriculture Victoria.