ORGANISER David Johnstone estimates up to 300 bottles of wine will be consumed today in tastings at the Launceston Wine Fair.
The fair, which has been running for 14 years, will make its second appearance at the Tramsheds at Inveresk, with up to 500 people expected to attend.
"Wine is part and parcel of the Australian way of life at the moment, which it wasn't 25 years ago," Mr Johnstone said.
"For us, there are three factors involved at the fair - education, enjoyment and promotion.
"This larger location is fantastic, as it really gives people time to be able to talk to the winemakers about the wine.
"The winemakers love it as they get to promote their wine and they are seeing people enjoying their wine and being able to explain why their wine is different from others."
There will be 25 wine producers on offer, including seven from Tasmania.
Entry is $10, which includes a wine glass.