Wine lovers can taste local drops, learn the process behind the region's distinctive peppery shiraz and discover how winemakers are experimenting with new techniques.

Grampians Tourism chief executive Marc Sleeman said the Seriously Shiraz Festival, which runs from Friday to Sunday, showcased the distinct flavours and achievements of individual producers.

"We have such an amazing wine offering we haven't talked about enough," he said. "Seppelts has the longest underground drive (cellar) in the Southern Hemisphere and grape vines in the region were brought out from France and are some of the oldest in the country."

This marks the second year the event will occur during the Father's Day weekend. Mr Sleeman said the number of cellar door visits doubled when the event changed dates last year.

"Each winery involved is hosting events at its cellar doors and encourages visitors to travel the region," he said.

Mr Sleeman said people could visit www.visitgrampians.com.au/see-do/events/seriously-shiraz-festival for more information.

There will be 24 events across three days. An event with grower Adam Richardson, of A.T. Richardson wines, will pair five wines and food to five songs by his favourite musician, Tom Waits.

"Besides the many wine-savvy visitors who revisit this wine region, we also get the opportunity to introduce and showcase our wine region to the new wine consumer who is visiting the region for other tourism attractions and discovers the wonders of Grampians wines during their visit from word of mouth or winery-based local promotion," he said.

Friday:

Irish folk band Lost Backpackers at The Bull and Mouth Hotel Horsham from 9pm. Free.

Saturday:

Free Play and Stern Army Tournament at the Australian Pinball Museum, Nhill from 11am to 9pm. $20 entry per person for unlimited games, $5 entry to the competition.

Sunday:

Sweet Dreams are made of Trees at Horsham Regional Art Gallery from 1-3pm. Tickets $25. Join artist Freedom Wilson for a silk screen printing demonstration.

Tuesday:

WaltSing Australia at Horsham Town Hall from 10.30am to 12.30am. Tickets $10 to 20. Michael McCormick and Michelle Fitzmaurice will deliver an anthology of Australian music spanning over 100 years, including Dame Nellie Melba and Peter Allen.

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