The Andrews Labor Government has helped secure a $1.15 million investment in Seymour by family owned winery, Wine by Sam, which will create 10 local jobs and increase regional tourism by an estimated 10,000 visitors a year, Labor Upper House Member for Northern Victoria, Jaclyn Symes, announced today.

Wine by Sam is a family owned winery in the Strathbogie Ranges that has invested in the old Dyeworks facility in central Seymour to grow its business and expand wine production and sales.

The project includes a new cellar door which will provide Seymour with a significant new wine tourism experience, and repurposes a former industrial site in the centre of the town.

Wine by Sam currently exports into markets including the United Kingdom, United States of America and China, with the new investment to also lead to increased exports of Victorian wine.

The project has created 15 construction jobs during its construction, with the cellar door now operational and attracting new visitors to Seymour.

Wine by Sam’s chief winemaker is planning wine masterclass events to further encourage wine tourism as well as develop wine education and knowledge in Seymour.

The success of the project and the visitation it is creating is likely to encourage further private sector investment and town centre revitalisation in Seymour.

Ms Symes said through the $500 million Regional Jobs and Infrastructure Fund, the Labor Government is supporting projects that make country Victoria a better place to live, work and invest.

“Two-thirds of Victorian wineries have a cellar door, giving visitors an opportunity to experience Victoria’s wine first-hand and Wine by Sam is an example of Victoria’s robust and diverse wine industry that has more wineries than any other Australian state, including small boutiques, family corporates and large companies.

“The Andrews Labor Government will keep investing in country Victoria’s world-class growers and winemakers, helping raise their profile around the world, drive visitation to cellar doors and increase export opportunities.”

Ms Symes said she hoped international tourists would add Wine by Sam to their holiday destination.


Victoria welcomed 2.7 million international visitors who spent $7.3 billion in the 12 months to March, with some of the strongest growth in visitors occurring in our regions. Spending by tourists in regional Victoria is up by 28.2 per cent compared to the national average growth of 4.7 per cent.

Holidaymakers also chose to spend more time enjoying the best of country Victoria, with the number of nights booked growing by 20.1 per cent – outshining the national average regional growth of 1.7 per cent.


“These great results for country Victoria prove that the Andrews Labor Government’s strategy to increase visitor spending, boost local economies and create more jobs is working,” Ms Symes said.

“At home, our Wander Victoria campaign is continuing to promote our regions to Melburnians and intrastate