In Australia's largest wine region, it's hard to buy a local bottle in pubs and clubs

South Australian winemaker Ashley Ratcliff says that while Riverland wines can be found in high-end venues from Sydney to New York, the hardest place to buy them is in his own garden.

Key Points: South Australia's Riverland produces more than a quarter of the country's wine Winemakers in the region want establishments to feature more local wines on their menusThe local wine industry body wine has launched a campaign to boost the reputation of the Riverland

Ricca Terra Farms manager is pushing for pubs and clubs in the area to list more local wines on their menus.

"If you're in the Barossa, McLaren Vale, Adelaide Hills - in fact, probably in most wine regions of the world, a large majority of the wines would be local," Ratcliff said.

"So if we can get 50% [Riverland wine on menus], that's a huge achievement."

Targeting tourists

Mallee Estate winemaker Jim Markeas said his family has proudly produced Riverland wines for 25 years, but the region ion had a case of tall poppy syndrome.

M. Ratcliff says Riverland wines are best enjoyed along the Murray River where they are grown. (Supplied: Ricca Terra Farms)

His family runs a restaurant and winery in the town of Renmark, which has been designated the state's premier tourist town by the Council of South Australia's tourism industry.

Mr. Markeas said improving the availability of local wines is an integral part of promoting the region as a destination.

"When your family and friends are visiting... you take them to the local pub or your favorite restaurant, and [when] they have if you have a local product, you have an enjoyable experience,” Mr Markeas said.

Riverland is home to over 900 growers and has 22,032 hectares of vineyards. (Supplied: Matt Wilson)

< p class="_1HzXw">"You could be on the river and drinking local bubbly...then you take those memories home and tell your friends about them: that's how you build the reputation of the region."

Second Generation Winemaker Yianni Koutouzis said that when he started drinking local wine, he was in an unlabeled bottle at the family dinner table.