Devil's Lair, one of the country's finest boutique wineries, has announced that the Margaret River Regional Wine Centre will be handling its cellar door and sales in the region.

Naturally we are delighted to have established a working relationship with one the region's top premium winemakers . This is another terrific example of co-operation within the wine industry to deliver a service to the people who count the most, the buying public.

Devil's Lair chief winemaker , Janice McDonald, said the centre was her obvious choice, since the winery does not have a cellar sales facility of its own.

"Our close relationship with the Centre really started when we approached Ron during the 1998 Margaret River Wine Festival, to see if he would sell on our behalf," said Janice. "It worked out very well, and gave us an effective outlet in the region.

"As wine tourism has flourished in the South West, and the number of requests to visit, taste and purchase Devil's Lair wines has increased, we thought it was time to rekindle our relationship."

Janice said the philosophy at Devil's Lair has always been a focus on quality production, rather than cellar sales.

"Most of the winery's sales are conducted outside the region. It is not in our immediate plan to develop cellar sales and with the service provided by the the Regional Wine Centre it may not be necessary," she said.

"While we wish to capitalise on wine tourism in the region, we do not feel we have to do it on our own. We therefore look forward to an exciting and lasting relationship with the Regional Wine Centre."

She added that visits to the winery can however be made by appointment through the Centre.

The cellar door partnership is only the beginning of the exciting marketing opportunities that the Regional Wine Centre and Devil's Lair will embark upon in the Margaret River region.

The rapidly changing wine market with its raft of new operators, significantly increased plantings and pressure on production costs means that producers are looking for more effective ways to market their products.

The range of marketing services provided by the Centre, from direct mail to an award-winning website, offer producers great opportunities for marketing and distribution. Our Centre has become an increasingly important service within the wine region. It remains the most comprehensive outlet for fine Margaret River wines in Western Australia. Be sure to stop by next time you are in the region to see for yourself. - Ron Macfarlane

On the Grapevine

The International Wine Tourism Conference and Expo, to be held in Margaret River next May, was launched at Leeuwin Estate in April. The organisers expect 1500 delegates from around the world to attend.

Arlewood Estate, which was purchased by the Heydon and Gosetti families from John and Liz Woturski lasy October, has plans to expand plantings and building developements.

Capel Vale has started major clearing for its plantings in Miamup Road.

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