There are unconfirmed reports Chinese customs authorities will ban Australian wine, among a list of other goods, from Friday. The ABC reports multiple Chinese importers have been receiving verbal directives to stop shipments of Australian wine this week but Chinese authorities have been rejecting these claims.

Wine Victoria board member and Grampians Winemakers president Damien Sheehan said most mid to large vineyards in the Grampians would have some connection to Chinese trade, perhaps even more so with some businesses pivoting to pick up sales in China during the pandemic.

Mr Sheeham said it was still early days to work out the impact on potential trade changes and what would happen to wine on the water, already bound for China.

"I anticipate in the short-term a bit of pain from this. It's disappointing given the good relationships we have with Chinese distributors and Chinese business - and that's something we've worked on for many years, that's both beneficial to them and us," Mr Sheehan said.

"Any market takes a long time to build, especially with a product like wine. It's difficult for the industry on top of the pandemic and all that comes with that, like hospitality.

"...My message out of this is more than ever we encourage everyone to buy local."

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Mr Sheehan said stops on Chinese exports would put pressure on the wine industry if a lot of product ready for export suddenly needed a different market. He said there was opportunity in Europe and the United Kingdom market was familiar with Australian product, which helped.

The region's vineyards are also bracing for a tourism influx when restrictions on Melbourne ease next week. Cellar door operators across the Grampians had told The Courier Queen's Birthday weekend was huge, only for Melburnians to plunge back into restrictions soon after.