31 Mar 2018 Border Mail, Albury-Wodonga (General News) by Nigel McNay A CONCERTED push has begun to reinforce the economic value of the prosecco name to the King Valley. That comes with the Victorian governments decision to spend $100,000 to support a marketing and growth strategy. The growing popularity of the style to King Valley winemakers has been tempered by concerns earlier this year about the use of the name. Five wineries met assistant rural and regional Australia spokeswoman Lisa Chesters in January against what they said was an unfair bid by Italy to take away their rights to the prosecco name. Grape vines from Italys Prosecco region were first imported to Australia decades before the issue was raised in 2009. The winemakers though have not let this concern about the potential longterm impact of the names loss affect their vision for the future. The government has backed this with the Food Source Victoria grant, which it has trumpeted as the best way to cement the region as Australias official home of the prosecco name and brand. The grant was announced in a recent visit to Milawa winery Brown Brothers by Agriculture Minister Jaala Pulford and Member for Northern Victoria Jaclyn Symes. The money will go to the Wines of the King Valley alliance, an industry and marketing body representing wine producers and growers across a vineyard area of 1800 hectares. High-profile King Valley Prosecco Road producers involved include Brown Brothers, Dal Zotto, Chrismont, Pizzini and Sam Miranda. A key part of the funding deal is to produce a strategic five-year plan specifically addressing the potential benefits of the region in making the most of the growth in prosecco sales. The plan will also help to identify tourism experiences that build on the regions strengths as the national home of prosecco. The benefits will be distributed to grape growers, winemakers, tourism operators and other businesses. Now its time to showcase our prosecco varieties to the world and back our growers every step of the way, Ms Symes said Caption Text: POTENTIAL: The King Valley will become nationally synonymous with the prosecco name under a plan that has received government support.Licensed by Copyright Agency. You may only copy or communicate this work with a licence.