The relationship between rural industries and the cities they feed is under-researched. Yet primary production and city living align in the case of the Swan Valley in Western Australia. Part of the City of Swan and a suburb of Perth, an urban wine industry lives and thrives less than 30 minutes drive from the Central Business District. Yet this special and internationally distinctive wine region confronts some challenges, most precisely with regard to infrastructural development, transportation assistance and considered international marketing. Tara Brabazon presents both these challenges and opportunities, demonstrating how to enable an innovative attraction of benefit to the entire city.