Berton Vineyards will be pouring plenty of wine this weekend. Photo: Berton Vineyards.
Yenda-based winery Berton Vineyards is introducing a new type of event that allows people to enjoy wine while supporting a community group in desperate need of funds.
The Long Pour is described as “a relaxed, experience-led wine offering designed to slow things down and invite people to spend time with the wines, not rush through them”.
It will launch on Saturday 24 January, marking the first in an ongoing series of experience-led days planned across the year.
“Rather than a traditional tasting format, The Long Pour focuses on flow, conversation and context. Guests are welcomed with a complimentary pour on arrival before settling in to enjoy the wines, which are offered by the bottle,” Berton Vineyards marketing guru Nehma Millis said.
“Stories are shared openly, and guests are encouraged to linger — whether for one bottle or the afternoon.”
Guests can choose to book ahead or join on the day, keeping the experience flexible while still allowing for planning during peak periods. The format is intentionally unstructured, allowing people to arrive, settle in and move at their own pace.
“The Long Pour is about removing pressure,” cellar door manager Sharon Brown said.
“It’s not about ticking boxes or upselling. It’s about giving people space to understand the wine, enjoy it, and decide what they love in their own time.”
A key element of The Long Pour is its community focus.
Each edition will invite a different local charity or community group to run the barbecue or food offering on the day, providing a simple, practical way for groups to fundraise and connect with the wider community.
The inaugural Long Pour will feature a food fundraiser run by a volunteer group of vintage car lovers known as the Expatriates Auto Club Griffith Inc.
The Expatriates Auto Club Griffith Inc will serve food at the first Long Pour. Photo: Expatriates Auto Club Griffith Inc.
“The experience centres on the wines themselves — their style, character and drinkability — supported by thoughtful storytelling rather than promotions or urgency. It reflects a broader shift toward brand-led experiences that prioritise connection over conversion,” Ms Millis said.
“As consumers increasingly seek meaning, context and authenticity in what they buy, The Long Pour positions Berton as a place to spend time — not just stop in.”
The first Long Pour will take place from noon on Saturday 24 January at the Berton Vineyards at 55 Mirrool Ave, Yenda. Tickets are available from Berton Vineyards.
