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Victoria backs local brewers, winemakers and distillers with $1.5 million program

The Victorian Government has pledged $1.5 million for Drink Victorian, a new program that will encourage businesses to offer more locally produced drinks. Developed by the Victorian Drinks Alliance, Drink Victorian will drive tastings and regional visits, and offer training and marketing support to encourage Victorian businesses to offer more locally produced drinks for sale. The pilot program will initially target 100 hospitality and retail venues across metro Melbourne.

Minister for Agriculture and Regional Development Mary-Anne Thomas announced on Wednesday $1.5 million of funding for the Drink Victorian program at the official opening of the Australian Craft Beer Centre of Excellence in Ballarat.

The Victorian Drinks Alliance – a collaboration between Victorian beverage producers and Food and Drink Victoria – developed the program to build domestic demand for locally produced drinks, in response to the challenges faced during the pandemic.

Initially targeting 100 hospitality and retail venues across metropolitan Melbourne, the Drink Victorian pilot program will lead regional visits, host Melbourne-based ‘super tastings’, deliver training and offer marketing support to encourage venues to include more Victorian-produced drinks on their menus.

“We’re backing Victoria’s brewers, winemakers and distillers to make their mark around the world, and it’s equally important that we support these producers and their workers domestically as well.” Minister for Trade, Martin Pakula

The program has been funded by the government through Agriculture Victoria’s recently launched Food to Market Grant program and Small-Scale and Craft program, with additional support from us at Global Victoria.


The Food to Market grant program is one of the key initiatives being rolled out as part of the government’s transformative Agriculture Strategy, demonstrating a commitment to supporting small-scale and craft businesses.

The newly opened Australian Craft Beer Centre of Excellence builds on a rapidly growing interest in brewing beer. The Centre includes a craft brewery, a beer tasting and bar area, teaching space and a function area.

Working closely with Federation University in Ballarat, the Centre’s “brew space” will provide an opportunity for small brewers to hone their craft and to also receive advice on how to develop their businesses.

The Centre, which has been supported by the Victorian Government’s Regional Tourism and Infrastructure Fund, will create more than 25 new jobs and cater for a broad range of visitors.


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