It has a strong focus on marketing the Grampians wine region, initiating major events and participating in other broad-scale regional marketing campaigns.
The biggest of those events is the Grampians Grape Escape held in halls Gap on the first weekend of May each year. Starting in 1991, it is now the longest running wine and food event in Victoria attracting some 12,000 visitors each year.
Other significant events are the Seriously Shiraz Festival, a weekend of events held at the region’s cellar doors early September, and Red Series, a combined event with the Pyrenees Winemakers held in Ballarat each July.
Initiatives such as the Western Victorian Wine Challenge also encourage local winemakers to continually raise the bar for local product. This is Western Victoria’s own wine show with exhibits from Henty, grampians, pyrenees and Ballarat Wine regions.The GWI works closely with industry stakeholders and all tiers of government; and the GWI committee serves as a reference group for the Wine Victoria.