Mr Ashby, owner of Longview Creek Vineyard, said the region was hard hit by a fall in tourist numbers over the past two years and particularly after the recent bushfires.

"We need to do more to attract people to Sunbury and market the products we have to offer.

"We have to be aware of the global financial crisis and its effect on the way people spend.

People who used to pay $20 for a bottle of wine now pay $10, and that affects us."

Mr Ashby said his wines were all produced at his Riddell Road estate and were therefore more expensive than the mass-produced wines from the bigger wineries.

"A big business like Fosters can bulk buy a tonne of grapes for about $400.

"As a small grower, it will cost me between $1800 to $2500.

"We just don't have the bargaining power ... but we are optimistic people and know nothing in life comes without a struggle."

He said most farmers could not depend on vineyards alone and were supplementing their income from other sources.

Galli Estate general manager Steven Worley felt Sunbury was quite different from other regions.

"We have a diverse range of products to offer from wine and olive growers. It not as easy to brand and market like the Yarra Valley.

"Tourism is not harnessed as well as it can be. It's a matter of all stakeholders pulling together and doing something."

Witchmount Estate winery manager Adrian Marchioro said it had always been difficult to draw people to Sunbury.

"Sunbury tends to be overlooked, even though it is the oldest wine region in Victoria."

A wine grower who did not want to be named said Sunbury would never be the size of the Yarra Valley and wine makers should look for any market they could find, rather than focus on the region.

Hume Council's David Keenan said the council supported the promotion of the wine region.

Mr Keenan said the council financially supported the association and the annual August Wine Festival, helped host the World's Longest Lunch during the Melbourne Food and Wine Festival and used wineries as venues for the annual Hume Winter Music Festival.

"Promoting the Sunbury region is one of Hume's key tourism product strengths and is integral to its tourism strategy plan until 2010."