UPDATE 5pm: THE Heathcote Food and Wine Festival is drawing to a close for today, with only half an hour of wine tasting and entertainment left for today.

The festival resumes tomorrow at 10.30am through to 5.30pm.

Festival committee chairperson Richie Condie says Sunday is more traditionally a family day, with plenty of activities and entertainment for the kids.

Tickets for tomorrow can be booked online at http://www.heathcotewinegrowers.com.au/festival/tickets-transport

UPDATE: 4.46pm: The ranks of those being lavished with a hen's party continues to swell.

Aimee Franks (pictured below with sister Elenor) is out and about with friends.

Aimee, who has been to the past three festivals, says it's a not to be missed event.

She will be married in three weeks' time.

UPDATE 4.38pm: A heavy contingent of visitors to Heathcote includes a Collingwood couple - Ciara Clerkin and Kieran Geraghty.

The Irish-born pair are making their first visit to the Heathcote Food and Wine Festival.

They say they are enjoying the sunshine and the wonderful organisation of the event.

UPDATE 4.25pm: Festival-goers are being lavish in their praise of this year’s event.

Bendigo identity Mark Mulqueen is with a group of friends enjoying the atmosphere and also trying to find a winner at the races at Flemington.

The festival visit is his first in three years.

“I came a couple of years ago and had a ball,” he said.

“This year is better.

“Heathcote has some cracking shiraz.”

UPDATE: 3.50pm:  The Heathcote Food and Wine Festival is expected to eclipse its crowd target of 4000 people across the next two days, says a committee member.

Heathcote Wine Association president and Meehan Vineyard winemaker Phil Meehan said the event and weather was exceeding expectations.

“The weather is perfect. We looked at the seven day forecast and it was looking good, looking good, but of course with a fickle climate you never know.

“It’s perfect, 24 degrees and not a cloud in the sky.

“It’s great to see everyone enjoying themselves.”

UPDATE 3PM: Plenty of hen's parties at the festival today, including celebrations for Bendigo women Jess Brown and Jess Martin.

UPDATE 2.06pm: The Family Farm Band from Daylesford has hit the stage.

EARLIER: Thousands of wine lovers have flocked to Heathcote for the town's annual wine and food festival.

Organisers are ecstatic with the turnout, with about 2000 people filing into the Heathcote Showgrounds before noon.

Committee chairpman Richie Condie, from Condie Estate, was thrilled.

"We have people from interstate, there are a few international people getting around and a lot from Melbourne and, obviously, Bendigo," Mr Condie said.

"They're all really enjoying the experience.

"They're getting to know why Heathcote shiraz and Heathcote wines are so good."

A series of six tasting sessions are fully booked out.

Meehan Estate's Phillip Meehan said festival-goers had been very enthusiastic about the wine.

"I think have poured more wine this morning than I did all of last year," Mr Meehan said.