There’s a quiet shift happening in how passengers experience regional tourism, and in Canberra, it’s arriving by bus. Wine Hopper, a hop-on hop-off winery service, is carving out a niche that blends flexibility, local partnerships and practical transport logistics into one cohesive offering.
The idea wasn’t born in isolation. It came from observing what works elsewhere.
“We thought there was a hole in the market,” says Mark Supple, owner and director of Wine Hopper.
“We’d been on similar tours in places like LA, Margaret River and Queenstown and realised there wasn’t one in Canberra.”
That gap has proven to be real. Canberra’s wine region, often overshadowed by larger Australian counterparts, has a structural advantage that suits the model. Wineries are clustered closely together, allowing short travel times and more time spent off the bus.
“Because there is that cluster of all the wineries by each other, the drives between them are short, so people aren’t just sitting on the bus,” Supple says.
It’s a simple operational insight, but one that directly shapes the passenger experience.
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Vehicle choice has also been deliberate. Wine Hopper runs 25-seat buses, striking a balance between capacity and frequency.
“They have the most capacity space,” Supple explains. “If we were running smaller vehicles, we’d be leaving passengers behind every week.”
For operators, that kind of efficiency matters. It reduces missed revenue while maintaining a manageable fleet profile, avoiding the jump to full-size coaches where demand may not yet justify it.
Equally important is the relationship with local wineries. Rather than handling competing interests and intense competition, the service has been met with enthusiasm across all participating wineries in the region.
“They were all very excited,” Supple says. “We’ve actually had more wineries reach out wanting to be part of the experience.”
This reflects the collaborative nature of the Canberra region itself, where smaller, often family-run wineries work closely together. That dynamic feeds directly into the service’s appeal.
“There’s a nice, smaller community,” Supple says. “A lot of them are mum and dad-style wineries, and they’re always there themselves trying to provide the best service.”
Behind the scenes, however, the operation is anything but casual. Regulatory compliance and workforce management remain ongoing pressures.
“Making sure all of the staff are correctly licensed and we’re adhering to all the requirements is something we have to stay on top of,” Supple says.
“It’s time-consuming, but it’s critical.”
Marketing is another constant focus, with social media playing a central role in maintaining visibility and bookings. Looking ahead, expansion is already on the radar.
“I think we’re going to start going into Murrumbateman more,” Supple says.
For an industry often defined by fixed routes and timetables, Wine Hopper is a reminder that adaptability, local knowledge and the right vehicle choice can open entirely new passenger markets.
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