Summer F.A.W.C! was officially launched last night in among the barrels at the Bay's newest winery in Ahuriri.
The Urban Winery, in the old National Tobacco Company building, was filled with sponsors, organisers and partners of the region's premiere wine and food event.
Hawke's Bay Tourism general manager and F.A.W.C! Organiser Annie Dundas said the 2017 programme included more than 70 events featuring some of the country's top chefs.
"We have Nadia Lim hosting an amazing evening, 'Celebrate everything Spring with Nadia Lim' in Summerlee, an incredible venue out at the cape which has just opened."
"We also have Al Brown back again with 'Sunset BBQ with Al Brown' and for the first time we have Craggy Range's new head chef Casey McDonald giving demonstrations at 'Electrolux Masterclass with Casey McDonald'."
Ms Dundas said there was something for everyone with everything from food trucks to long lunches on offer.
She expected to sell more than 6000 tickets in what will be the sixth summer F.A.W.C!
"We have some incredible new ideas and have included a couple of children events this year too."
The children can attend 'Kids+1- Why Should the Parents Have all the Fun?' At Ten Twenty Four as well as 'Roll Over Ramsay, The New Kids Are Here' at EIT Scholars Restaurant.
The Urban Winery owner Tony Bish said as Tony Bish Wines and Sacred Hill, they had been huge supporters of the summer series.
He said the event showcased the quality of food and wine Hawke's Bay has to offer.
"It puts the bay on the map as a food and wine region."
Acting Hastings mayor Sandra Hazlehurst said they had been a proud sponsor since day one.
"We love it and it celebrates who we are - a region of incredible food and wine."
Napier mayor Bill Dalton also said they were happy to support an event that brought people to the Bay and gave locals the opportunity to get out and enjoy the "wonderful province".
"I think F.A.W.C! is a great initiative of Hawke's Bay Tourism."
The event starts on November 3 and runs until November 12. Special pre-sale tickets open on Tuesday next week from 9am and general tickets go on sale next Wednesday.
For more information visit: www.fawc.co.nz.