A new way to sip your way through the Yarra Valley is landing just in time for winter, with a limited-run wine route designed for slow days, bold reds and open fireplaces.
Tour operator Hop It is rolling out its new “Winter Purple Route” across selected dates from May through to August, linking a blend of big-name wineries and lesser-known cellar doors in a hop-on, hop-off format.
The concept is simple but effective, with no designated driver or no rigid schedule—just a flexible loop that lets you build your own tasting itinerary as you go.
Hop It has been running since 2019 and is currently the only hop-on hop-off wine service operating across multiple Victorian regions, including the Yarra Valley, Mornington Peninsula and the Bellarine. Its model leans into travel convenience, but this seasonal route feels more curated than its usual offering, spotlighting vineyards that don’t always make the standard circuit.
A mix of popular & under-the-radar stops
Stops along the Winter Purple Route include Coldstream Hills and Yarra Yering—both heavyweights in the region—alongside smaller, character-driven producers like Pimpernel Vineyards and Squitchy Lane. Helen’s Hill Estate, Medhurst Wines, Soumah and Riverstone Estate round out the lineup, offering everything from Italian varietals to panoramic vineyard views.
The route runs on an hourly loop, with pick-ups available from Melbourne CBD and Lilydale Station, making it an easy option for city-based day-trippers. Once you’re on, you can hop between venues at your own pace, whether that means settling in for a long lunch or squeezing in a few quick tastings.
“We’ve created the Winter Purple Route to offer something a little different for the cooler months,” said Jon from Hop It. “It brings together a mix of iconic and boutique wineries, including several we don’t usually visit, giving people the chance to explore a different side of the Yarra Valley.”
Why winter in the Yarra hits different
It’s a smart seasonal idea for the region, which tends to skew toward spring and summer visitation. Winter, however, is when the Valley arguably comes into its own—with quieter cellar doors, richer pours and menus built around comfort rather than crowds.
Melburnians know that, even though winter hasn’t officially arrived yet, the season is already calling for winter-like behaviour. According to Wine Victoria, cool-climate regions like the Yarra Valley are particularly known for pinot noir and chardonnay, both of which take on a different character in colder weather settings.
The Winter Purple Route will run on eight dates: 16th and 30th May, 13th and 27th June, 4th and 18th July, and 1st and 22nd August. Tickets are priced at $92.95 per person, with bookings available here.