When posting from Echuca a few weeks back, I commented that the local wine stores didn’t seem to promote wines from nearby regions. I said that, for example, at the Echuca Dan Murphy store, there seemed to be more interest in promoting overseas wines and that the few “local” wines that were available were just integrated into the standard range.
Well, I don’t know whether it’s new or not, but this week I was at our local (suburban Melbourne) Dan Murphy store. I was very pleased to see that there was a section specifically allocated for wines from nearly regions (Yarra Valley, Mornington Peninsular and Geelong). It was called “Local Heroes” . Perhaps the range wasn’t really extensive, but it did seem to make an effort to cover a representative cross-section.
I see from this report that the idea has been around since 2015, but at that time it seemed to be a short-term campaign. I shall watch with interest to see if it now is a permanent feature of our local store (there didn’t seem to be anything about this on the website).