By Renee Wood
Selected Victorian producers have been given unique opportunities to access hospitality industry stakeholders and consumers through a State Government funded program promoting the state’s beverages.
Healesville’s Banks Botanicals was contacted to join the Drink Victorian campaign last year which was launched in response to the pandemic.
Co-founder Brian Cohen said there are three key events the non-alcoholic spirit producer is taking part in.
The first was held part of the Melbourne Food and Wine Festival early April, allowing consumers to try Victorian products via tasting paddles.
Mr Cohen said the event was well received and saw instant results from social media interaction and a Monbulk beverage outlet looking to stock their product.
“The event ran on Saturday and pretty much on the Monday we had someone emailing us saying they saw us as part of that and they would be interested in talking to us and looking into stocking us,” Mr Cohen said.
Drink Victorian was launched by the State Government in December 2021 as a way to get more producers promoted and purchased through hospitality venues and on the shelves of stores.
Boosting consumer awareness was another key facet of the $1.5 million dollar initiative.
Agriculture Minister Mary-Anne Thomas announced the funding in April 2021.
“The Drink Victorian program will give more Victorians access to the exceptional drinks we produce in our state. This is an exciting step for the industry and consumers, and will provide a major boost for regional jobs,” Ms Thomas said.
The second event to take place for Drink Victorian is a regional meet and greet in the Yarra Valley with influential stakeholders in the hospitality industry and local producers, while another trade event will be held later in the year.
Mr Cohen said it’s a great opportunity to introduce their products, as it can be difficult and time consuming for a small business to travel throughout Melbourne to educate venues on their product.
“That’s a really unique experience where they get to come to see the region, see where we actually produce it and we actually get dedicated time… It’s just more of an experience and in depth conversation,” he said.
“Anything that we can do to meet more people in one session or make that more efficient is really invaluable for us.”
The no-low category is something that is increasing in the Australian consumer market and is still quite new for some venues to take on board.
Mr Cohen said it’s an area that’s growing as people look for something more sophisticated and complex rather than a sugary desert style ‘mocktail’.
“Typically I think around 25 to 30 per cent of any sort of venue will have will be made up of non-drinkers, now that they’re not permanent non-drinkers, but they’re just someone who’s not drinking on that occasion at that particular day.
“We’re talking about adult consumers who are wanting bold and sophisticated flavours with complexity and layers.”
