Gibbston Valley Winery's comprehensive development programme includes a new winemaking facility, which is under way.
Chief executive Greg Hunt said the redevelopment would include an expanded cellar door, more retail space, a range of dining options and exclusive facilities for its expanding Wine Club.
The focus on "vineyard tourism" was a key part of the company's strategy for long-term sustainable growth, Mr Hunt said.
Gibbston Valley Winery chairman Phil Griffith said while the New Zealand wine industry enjoyed an enviable reputation around the world, the recent Vintage 2010 report by Deloitte and New Zealand Winegrowers emphasised the effect global economic conditions could have on one of the country's major exports.
"The wine industry is clearly vulnerable to a range of global and local economic factors.
So it is vital that New Zealand maintains the premium branding that companies like Gibbston Valley Wines have helped to build, to continue to attract international buyers.
"But, where possible, we should also look to offer more from the industry - capitalising on the country's strong tourism brand - to create a vibrant and sustainable wine tourism market."
The winery operation was also likely to see "very real benefits" from the development of Gibbston Valley Station and the range of attractions and visitor experiences it would offer, including a section of the recently opened Gibbston River Trail and imminent cycling trail, Mr Hunt said.
