Hawke's Bay Tourism general manager Annie Dundas said visitors were not only lapping up F.A.W.C! but bringing money into the region.
"We have a good crew coming from California for three events, there's a good bunch from Australia and the usual [guests] from Auckland and Wellington.
"We have had some people visiting who bought coffee tables and all sorts, so that is positive."
There were also reports more and more people were attending for the first time, a sign the event was growing steadily.
Yesterday people gathered at Trinity Hill for a sold out lunch with chief winemaker Warren Gibson to celebrate the launch of his 2013 Tempranillo topped off with Spanish-inspired dining.
It was one of nine events hosted by the winery, which has been involved with Hawke's Bay Food and Wine Classic since it's inception.
For more information or to buy tickets, visit: fawc.co.nz