Even before COVID-19 hit Australia, the Hunter Valley was going through one of its toughest periods on record, losing an estimated $42 million from November to January after the triple threat of drought, bushfires and smoke taint.
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Figures released on March 13 - when the coronavirus factor started to kick in - added a further $34 million to the visitor economy's economic loss.
And since then, several events have been cancelled or postponed, dozens of businesses have closed or scaled back their operations, and non-essential travel has been banned.
Hunter Valley Wine and Tourism Association president Christina Tulloch said the lockdown has been "pretty devastating" for the region, but the community is pulling together to support each other where possible.
"The resilience of our people continues to astound as we take hit after hit," Ms Tulloch said.
"The uncertainty is difficult and not being able to have answers for employees is potentially the hardest part.
"Thousands of workers have been stood down or let go as the valley is essentially in isolation, and we don't know when this will end or how we will survive."
Assistance available to businesses during this time includes the Federal Government's Jobkeeper subsidy, which allows businesses to claim $1500 per fortnight for each worker retained during the pandemic; while the NSW Government has offered grants of up to $10,000 for small businesses that are struggling to cope.
"The government is certainly doing its best to help, but the pace in which help can be accessed or eligibility clarified, does lead to more anxiety and confusion at a time where we just want to be able to give members of our team the certainty they need for themselves and their families," Ms Tulloch said.
"The best way to support us through this is to make sure people are buying their wine direct from local producers, either online or by visiting the cellar doors that are still operating as bottle shops for take away sales."
Member for Hunter Joel Fitzgibbon said Hunter Valley Wine Country is in trouble, and will need more help.
"Our wineries and other attractions are amongst those most affected by the COVID-19 crisis," he said.
"We are largely a visitor economy but we are without visitors. I thank the many people who are buying their wine locally and ordering takeaways from those restaurants able to offer them."