RACV Regional Wine and Food Program launch - September 2010
Over 2 million RACV members can now save up to 20% in regional Victoria
Media release
Cape Schanck Resort, Mornington Peninsula, Victoria [©Mornington Peninsula Tourism]
Australia-first initiative said to be ‘vital’ to regional Victoria
Despite consumer demand for local produce and wine at what appears to be all time high, research shows many producers and growers in Victoria are struggling with increasing costs and static visitor spend*.
With many hit by recent floods, the Black Saturday fires, recovering from the global economic downturn, and with a cluttered and competitive market, life hasn’t been easy for some producers in regional Victoria; compounded by having limited, if any, marketing budgets or ability to reach a wider audience.
But, an Australia-first initiative, already touted as vital to regional producers, is about to do its part to change that.
In a clear reflection of its on going support of regional Victoria, RACV has partnered with Australia’s largest online culinary travel guide, VisitVineyards.com, to offer the more than two million members of RACV’s Show Your Card and Save program access to vineyards and wineries, winery restaurants, food producers, microbreweries and related experiences in regional Victoria.
It is the first time in the history of the program this extent of food and wine products has been offered, and includes producers from more than 10 regions of Victoria – including the Mornington Peninsula, Gippsland, Yarra Valley, Geelong, Goldfields, Grampians, Great Westerns, Otways, Pyrenees, Strathbogie Ranges and North East Victoria – and it’s growing.
And it’s not just regional producers who are the winners.
Consumers get the opportunity to enjoy some of Victoria’s best culinary and winery experiences and receive exclusive discounts.
RACV’s General Manager Member and Motoring Services Gordon Oakley says he is proud to be able to extend RACV’s Show Your Card and Save Program into regional Victoria.
He says the RACV Regional Wine and Food Program is an exciting initiative for RACV members.
“This is a fantastic program for our Show Your Card & Save partners and for our members who can indulge their love of good food and wine at a discounted cost.
“RACV is proud to be supporting Victorian businesses through this program and believes it will boost interest in regional producers and deliver real advantages to our members”.
VisitVineyards.com CEO and founder Robyn Lewis says RACV members will also get the benefits of added information and itineraries for planning their Victorian regional food and wine and travel experiences.
“As Australia’s leading online wine and food travel guide, with more than 30,000 wine, food and travel providers across every Australian region listed, visitors to the new RACV Regional Wine and Food Program website can also access our insights and knowledge of the best of wine, food and travel experiences.”
She says for regional producers and wineries it exposes them directly to a large new market.
“Our latest research of 1700 people interested in culinary travel shows that 70 percent take trips to wine regions up to four times a year – mostly by car. They want to travel to the regions, and this initiative will give them even more of an incentive to do that, as well as provide options and opportunities for those who don’t know where to start.”
“It’s a way to get back to the days when wines were cheaper at the cellar door, not more expensive – and the program also includes food producers, so both wine and food travellers and producers can benefit directly.”
The benefits also apply to members of interstate and international automotive organisations visiting Victoria.
Chair of the Victorian Food and Wine Tourism Council, Tourism Victoria Board member and co-owner of her own winery, Janelle Boynton, says there is no doubt the initiative will provide economic benefits to regional producers.
“One extra visit to a cellar door, of a valuable interested client wanting to purchase, could sometimes double a small cellar door sales for the week. I know of customers making a visit to a cellar door as part of a planned trip and hoping to pick up some regional product – items that are not in the chains and thus providing them a take home souvenir that they can share with friends.”
She says with great discounts providing customers with an extra incentive, people will travel to take up the opportunities and spend more in the regions, helping to grow our State economy.
Mark Challis, the CEO of Yarra Valley and Dandenong Marketing who has worked in regional tourism in Victoria, Tasmania and New South Wales agrees.
“Among all the marketing and promotions we undertake for the region by far the most successful are those activities which offer value for money or reward for loyalty – most businesses in our region are small to medium in size and so promotions which are linked to only paying if a customer buys something are ideal. I can’t think of a more cost effective way to reach two million plus potential buyers.”
While only just launched, the initiative is already being lauded by regional producers.
Third generation winemaker Andrew Hickinbotham of Hickinbotham of Dromana on the Mornington Peninsula says it’s “vital to their survival”.
“This marketing initiative is vital for the future of regional wine tourism and I believe this will be the precursor of many such benefits from RACV and VisitVineyards.com”.
The full program in Victoria can be viewed on http://racv.VisitVineyards.com
And in Tasmania on http://ract.VisitVineyards.com
Email your enquiries to racv@visitvineyards.com
Our Recommendations
To see our recommendations, ratings and reviews you must be a logged-in subscriber.
To subscribe please enter your email address in the "Subscribe Now - it's Free" box on the right and click the "Join" button, or fill in this form >
Welcome to VisitVineyards.com, Australia's largest wine and food travel guide. Here you can make the most of your wine and food travels, and your precious time off. It's a beautiful time of year – so get out there and enjoy »
Robyn Lewis, CEO and founder of VisitVineyards.com has taken out the Nokia Business Innovation Award announced this week at the 2010 Telstra Business Women's Awards »
Tutor your nose to detect the subtle aromas in wine and learn to appreciate and enjoy its complexities. VisitVineyards.com subscribers purchasing Le Nez du Vin aroma sets can save up to $110 and get two Essential Wine Tasting Guides for the price of one. Read about the 
Thinking celebration? Then surely thinking Champagne, the wine that's always part of life's most important occasions. And sometimes just for the pure bubbly, enjoyment. Dine and sip with royalty, celebrity at history-making moments with your copy of Champagne and Chandeliers by Bernadette O'Shea. VisitVineyards.com subscribers, you receive a 15 per cent discount on purchase 
Le Figaro calls her "the undisputed mistress of the kingdom of wine". Receive an immediate introductory 
Like to discover more about this state's lifestyle, wine, food and more? Then ask us now for your free copy of Tasmania 40 Degrees South the magazine that showcases the best of Australia's island state. 
In our No 1 Wine Book of 2010, Master Sommelier Evan Goldstein matches distinctive wines with recipes from his favourite chefs in this book focussing on new and emerging grape varietals. VisitVineyards.com subscribers and Members buying this book will receive a 
Take advantage of an exclusive accommodation, breakfast and 
The serving of tapas is designed to encourage conversation. With over 75 dishes for delicious dishes for any time of the day or night, Miguel's Tapas will give your entertaining a vibrant, Spanish feel. Enter now and you could 