Yarra Valley Smaller Wineries Association launches online marketplace

The Yarra Valley Smaller Wineries Association has introduced an online marketplace where Aussie consumers can access more than 100 handcrafted drops from its portfolio of 21 members.

A first for a wine association in the country, the new marketplace helps boutique wineries, which have been struggling during extended lockdowns, to promote themselves through e-commerce and reach lesser-known areas in the region.

“When people think of the Yarra Valley, they may instinctively want to visit or purchase wines from the Coldstream, or ‘Golden Mile’,” said Daniel Tokar, president of Yarra Valley Small Wineries Association.

“However, what some people don’t realize is that there are several sub-regions in the Valley that contain smaller producers who make some of the best wines in Australia.”

The new marketplace offers a selection of sparkling, white, rose, and red wines from Yarra Valley Smaller Winery members, together with international varietals including Colombard, Graciano, Barbera, Sangiovese, and Fiano.

“Our Association banded together originally to promote why our premium products stand up to larger, commercial operations, highlighting the unique creations being produced by boutique wineries in the Valley,” Tokar added.

“With this new platform, we hope to further encourage wine-drinkers across the country to expand their horizons and try something new outside of their comfort zone.”