Drink Victorian is multifaceted campaign designed to put more Victorian produce into the state's venues. June is Drink Victorian Month, featuring special events across Melbourne celebrating local producers.
Beer-focused events include a Beer School Masterclass at Brick Lane, a 12-Tap Takeover Dinner at Silverlake Social, a Victorian Comedy Night At Co-Conspirators, and a Booze Market at Molly Rose.
More on Drink Victorian in the media release below.
Media Release: Victorian venues celebrate world-class Victorian drinks this June
For the month of June, 100 of Melbourne’s top bars, pubs, and restaurants invite drink enthusiasts to savour the state’s finest wines, ciders, beers, and spirits, spotlighting the exceptional talent of local producers for Drink Victorian Month. From eclectic cocktails at beloved neighbourhood spots to innovative pairings at the city's premier dining establishments, Melbourne's best venues are embracing the celebration.
In collaboration with the Victorian Drinks Alliance, the Drink Victorian initiative aims to boost procurement and sales of locally made beverages, increasing their presence on drinks lists statewide, and provide a platform to foster relationships between domestic producers, consumers, and the wider hospitality industry. The program highlights the diversity and excellence of Victorian drinks, encouraging consumers to explore and appreciate the innovation of our local industry.
Participating venues are hosting special events and unique experiences to elevate the month-long celebration. Highlights of the events program include Atria’s Through the Windows five-course seasonal tasting with paired wines, Victoria on a Plate at Matilda 159 Domain including snacks and paired cocktails, a sake collaboration from Robata x Melbourne Sake, Australia’s only sake distiller, and a showcase of the best Yarra Valley produce, including Mount Mary and Giant Steps wines, for Interstellar II at Jayden Ong Winery & Cellar Bar.
In 2023, 110 hospitality venues participated in Drink Victorian Month, resulting in a $2.9 million boost in Victorian drink purchases, a 12.9 per cent increase from the previous year. Projected sales across
participating venues indicated a $4.4 million increase in Victorian beverage sales over the subsequent 12 months.
“The diverse events program on offer for Drink Victorian 2024 is a testament to our local industry's creativity and innovation,” says Food + Drink Victoria CEO, Anthea Loucas Bosha. “Last year, we witnessed a remarkable boost in sales and engagement, and we look forward to surpassing those achievements this year. I encourage everyone to take advantage of the program to discover the best of Victorian drinks and support our vibrant local community.”
Photo at top by Sarah Anderson.
