A cooler start to spring and some welcome rainfall has helped create a picturesque backdrop for this year's La Dolce Vita festival, which opens on the evening of Friday, 14 November and runs through until Sunday in the King Valley.

The vineyards are green and lush, gardens are in full bloom and local wineries are ready and waiting to welcome around 3000 visitors through their cellar doors to sample a taste of the sweet life.

Events like the La Dolce Vita Festival and Weekend Fit for a King have become fixtures on the food and wine lovers' calendar, and they play a crucial role in helping build on the region's reputation for warm hospitality and quality produce.

Wines of the King Valley president Dean Cleave-Smith said figures over recent years indicate about 60 per cent of visitors to the festival travel and stay in the King Valley or surrounding areas.

He said they tend to come from metropolitan Melbourne and other parts of regional Victoria, and about half the guests are repeat visitors.

"Our events are a critical part of keeping the King Valley brand front of mind with consumers," he said.

"We want people to remember both the winery and the region.

"King Valley brand recall is as critical for our grape growers as it is for our wineries, as the more consumers choose a King Valley wine the more demand there is for King Valley grapes."

Mr Cleave-Smith said the events are a celebration of the King Valley and guests love the relaxed family-friendly, food, wine and music format.

"People are looking for something new, so the Dal Zotto Prosecco Nights on Friday has been really well received," he said.

"I think more guests would like other venues to extend their event offering; similarly guest feedback is clear in that they want more wineries to formally participate in the festival format.

"Whilst it takes a lot for small businesses to host the festival, everyone enjoys the sense of occasion and working together to showcase what the King Valley has to offer."

With the festival held largely outdoors, the nine participating wineries are well-prepared for any weather conditions, but this year the forecast is looking ideal for wining, dining and dancing.

It all kicks off tonight at 5pm when Prosecco Nights opens at Dal Zotto, with live music from local favourites Scott and Amanda.

Over the weekend, John Gehrig Wines will be serving riverside vibes, wine and lawn games; Paris & Co and roving band Bric Brac will spice things up at Pizzini; La Cantina King Valley will keep the good times rolling with Keepsake performing live; Darling Estate have legendary Erik Parker playing acoustic soul and originals all weekend; Jeff Cabalar will be at his soulful best playing favourites at Politini; Sambar Hills will offer party vibes and bubbles galore on Saturday; Flow Trio, Red Brick Radio and Jane Doe fire up at Brown Brothers on Saturday and Sunday; while King River Estate are bringing back Melbourne duo Sophie and Ethan to play everyone's favourite hits.

Get your festival program and tickets now at winesofthekingvalley.com.au/la-dolce-vita-festival.