The Central Otago Pinot Noir Celebration returns in January, and has been extended to run over two-and-a-half days.
The event will be held from January 28 to 30, and will be the 12th of its kind since 2000.
"We've changed things up to make this the biggest and best celebration we've ever held," chairman John Wallace said in a statement.
"We've added new parts to the programme, at new exciting venues, and refined what has been a very successful party in the past. We can't wait to get it started."
The celebration has been extended to make what was an optional session on the opening afternoon available to all who attend.
The event starts with the Central Otago Discovery Tasting, described by Mr Wallace as "the true essence of the celebration".
It would ask those attending it to "look at our pinot noir in a new light and in a fun and interactive way," he said.
Organisers have also added an additional dinner and lunch to the celebration, and overhauled the wine programme so that each meal showcased both the "world-class" pinot noir made in the region and the other varieties grown there.
Other highlights of the celebration included a lunch in the vines, a Winemakers Carnival at a secret location, a tasting of French pinot noir and a charity auction at the Skyline Gala Dinner in aid of the Otago Rescue Helicopter Trust.
The celebration draws pinot noir lovers from around the world, including three wine buffs who have attended all 11 celebrations to date.
This year's star guest is UK wine raconteur Oz Clark of BBC TV and radio fame, but organisers are at pains to point out that the event is not just for wine professionals.
"We plan the event for anyone who loves good food and wine. You don't have to be a wine buff," Mr Wallace said.
"It's about relaxing and having fun while learning something as you go. We use our amazing landscape to set the scene and then mix in some great wine personalities, local cuisine and our fantastic wine.
"It's a small and intimate event, giving all the delegates a chance to meet and interact with winemakers as well as celebrity guests."
To register or for more information go to www.pinotcelebration.co.nz
