Victorian Government’s Regional Events Fund backs one of the Peninsula’s most loved days of the year
MORNINGTON PENINSULA, VIC When a region produces something truly special the whole state benefits. That’s exactly why the Victorian Government and Peninsula VineHop Festival are joining forces in 2026.
Peninsula VineHop Festival has been announced as a recipient of funding through the Victorian Government’s Regional Events Fund bringing with it a powerful vote of confidence in the Peninsula’s thriving events scene and the extraordinary community of makers and producers who call this region home.
Now proudly in its ninth year VineHop has grown into one of Victoria’s most anticipated regional events. On 21 November 2026 thousands of festival-goers will wind their way between stunning wineries, cideries and breweries soaking up live music, incredible food and the very best craft drinks the Peninsula has to offer. This year’s headline acts Eric Powell, Superdisco Club and Andy Murphy are set to make it the biggest and best VineHop yet with a target crowd of 6,500 people ready to experience the Peninsula at its absolute finest.
Minister for Tourism, Natalie Suleyman, said: “We are delighted to support VineHop through the Victoria Government’s Regional Events Fund. Events like this provide another fantastic reason for visitors to experience the Mornington Peninsula region – in turn supporting local jobs and businesses.”
The numbers tell a compelling story. In 2025 VineHop welcomed 5,445 attendees generating $1.76 million in economic impact for the local region and 1,800 overnight stays. Nearly half of all attendees travelled from outside the Peninsula with Melbourne suburbs accounting for 35% of the crowd. Festival-goers spent an average of $153.60 at the event itself and a further $105.66 exploring the wider region on the day.
At the heart of VineHop is an unwavering commitment to the Peninsula’s local business community. Each year the festival platforms 35+ independent local craft beverage producers alongside more than 30 food vendors and a roster of local musicians and event suppliers. For many of these businesses VineHop represents one of the biggest trading days of the year and a genuine opportunity to introduce their brand to thousands of new customers.
The festival’s audience is a dream for local businesses. 71% of VineHoppers are aged 35 to 49, 84% are parents and they arrive ready to discover and spend. With 93% saying they would recommend VineHop to a friend and 92% planning to return it is an audience that keeps coming back to the Peninsula long after the last song plays.
Festival Director and Mac Events Co founder Lisa MacGregor has poured more than two decades of event expertise and genuine love for the Peninsula into building VineHop into what it is today.
“This place is something really special and VineHop exists to share that with as many people as possible. The support of the Victorian Government through Visit Victoria means we can do that on an even bigger scale in 2026. We get to shine a light on our local winemakers, brewers, distillers and cider makers and bring thousands of people to this region who may never have visited before,” MacGregor said.
“Every year we see people fall in love with the Peninsula at VineHop. They come for the festival and they come back for everything else. That’s what this event is really about.”
VineHop 2026 will be held on Saturday 21 November 2026 across the Mornington Peninsula. Tickets are on sale now via vinehopfestival.com.au.
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