Wine regions around the country are constantly looking for the ‘key factors that make theirs a successful wine tourism region. Those special ingredients that will inspire a visit, capture the attention of tourists and ultimately attract regular and loyal purchasers. These factors need to comprise ingredients that blend seamlessly. They need to create a strong brand image, which communicates the important features of the region. Moreover, they need to be understood by all as authentic, relevant and deliverable every day.

So, what are the key factors that make the Mornington Peninsula stand out?

Of all of Australia’s wine regions, this is one that combines a multitude of strengths and many marketable characteristics, both natural and introduced.

A waterside location is desirable in any tourism destination and the peninsula’s beach and bay location delivers huge advantage for local wine industry. Not only does it attract a year round market of yachties, surfers and sun seekers, it delivers a wonderful temperate climate that is ideal maritime viticulture.

The Peninsula landscape, like its wine industry, has many contrasts. The flat sand plains that stretch out from the water’s edge are soon met by green undulations which ultimately rise up into the hilly hinterland of the central peninsula. The scrubby vegetation associated with seaside is replaced by lush pastures and the atmosphere becomes more like that of an English County. These contrasting conditions enhance the wine industry by providing the ability to achieve significant wine style diversity due to microclimate differences, within what is essentially a small land mass. From a visitor perspective, the geographical differences add interest and variety to a tour of the region and for those serious wine buffs, deliver an intriguing discovery of microclimatic variation.

However, it is not only the regional geography that adds wonderful diversity to peninsula wine. This local wine industry is one which has experienced enormous growth in the last fifteen years – growth which has seen the number of open cellar doors increase from six to not far short of sixty. Not only has the number mushroomed, but so too has the range of wine styles and the nature of wine tourism experience available.

Of course, whilst volume and variety are important, key to the success of a region is being renowned for quality. Fast growth in any region is most likely to result in some weaknesses in quality, however a foundation of superior winemaking has always underpinned this region and those early pioneers still lead the way in terms of consistency and wine superiority. The likes of Garry Crittenden, Richard McIntyre of Moorooduc Estate, Nat White at Main Ridge Estate, Lindsay McCall from Paringa Estate (and as winemaker for Port Phillip Estate), David Leslie at Turramurra, and Stoniers, are all original ‘trail blazers’. Today, you can still be assured that whilst they have introduced new features and added attractions to their cellar doors, wine remains their core focus and wine quality keeps their profile elevated.

It shouldn’t be construed that the mantle of quality producer belongs only to those early winemakers. New talent has accompanied the introduction of new brands to the region and some exciting wines are being produced by estate and contract winemakers. The wines of Kooyong Estate and Scorpo are among those that could be considered shining stars of the new generation. It is not by coincidence that both brands share the same winemaker and the reputation of one Sandro Mosele means that the region’s place in the spotlight is well secured.

From the time Phil Kearney arrived at Willow Creek, the results have been notable. Whilst the vineyard dates back those fifteen years, it is certainly in recent times that the wines have come into their own. Another of the newer arrivals to the region is the small pinot noir only vineyard of Merricks Creeks. Again, it is the ingredient of accomplished winemaking that positions this brand well for future success.

Without doubt, the vein of high quality that runs through the Peninsula wine industry is one of those significant factors for success, but quality alone is unlikely to sustain an entire wine tourism industry. This is where the next two key success factors become critical – personality and visitor experience.

At the top of the list in both of these categories, you will find John Mitchell. His Montalto Vineyard and Olive Grove is a case study in successful wine tourism and the powerful personality of the man is having a peninsula-wide effect through aggressive regional promotion and innovative ideas. The team at T’Gallant are also leaders when it comes to providing visitors with memories to treasure, whilst Simon Napthine from Tucks Ridge and neighbour Sir Peter Derham of Red Hill Estate are the kinds of ‘characters’ that contribute to the personality of a destination. The list and nature of experiences available at cellar door is extensive and varied.

From the delightful deck at Crittenden at Dromana to the magic gardens of Garden Vineyard and Mornington Star Estate, the rustic Italian experience of Ermes Estate and the French provincial qualities of Marinda Park – there truly is something to satisfy every imaginable desire.

Satisfying customer desires is a major factor in achieving regional success and satisfied appetites plays no small part in that. So, yet another factor of success for a wine region is the availability of good food. Fortunately, the Peninsula has been quick to recognise the need for, and to develop a strong food culture. This exists not only among the 29 wineries who offer food in some form, but also more widely through many wine savvy restaurants, farm gate producers of wonderful fresh ingredients, and makers of cottage produce. A veritable ‘gourmet hamper’ of premium quality products are grown and made locally. Hamper highlights include Trevor Brandon’s Red Hill Cheese, the aromatic coffee of Red Hill Roast, flavour filled strawberries from Sunny Ridge, and cherries from Ellisfield

Wine alone, does not, a wine region make.

Finally, for a region to really achieve their potential there must be a strong sense of accessibility and somewhere nice to stay. On any day of the week potential visitors need to know that their decision to make a trip to a wine region will be rewarded with enough wineries ‘open for business’ to constitute a well rounded winery tour. A glance at the latest Mornington Peninsula Vigneron’s Association pages in this guide identifies 18 cellar doors open every day. That fact alone elevates this region to a position as one of the countries most serious wine tourism destinations. It reinforces the commitment of local vignerons to delivering a customer service and it means that serious visitors will need to stay a while to truly appreciate a Mornington Peninsula Wine Tourism encounter. And just in case you were wondering, finding a warm and comfortable bed among the vines poses no problem at all.

For detailed information about cellar door opening hours, places to dine and stay and other Peninsula attractions, check out the accommodation, dining and attractions sections of this magazine.