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Queensland's Granite Belt Wine & Tourism has confirmed it has pensioned off the former Spring Wine Festival, which has been running in the State's wine capital since the late 1980s.

Organisers say the re-branding is not because spring celebrations have ceased on the Granite Belt, but is due to the name no longer fitting what is on offer during the three months of spring.

The GBWT says they have rebranded their activities for September, October and November under the title Primavera, to which they've added 'Granite Belt Spring Style'.

Primavera is the Italian word meaning spring, or spring style.

"Primavera is perfect because we are a multi-cultural region with many locals descendant from Italian migrants," GBWT president Bobbi Cragg said.

"Apart from promoting our wine, we are looking to raise the profile of our food and other produce or attractions.

"The new name Primavera enables us to do this more effectively and to tap into a more style conscious and affluent target market."

The Granite Belt traditionally celebrates spring with the first release of new vintage wines, the fruit trees are in blossom and berries and wildflowers begin to make their annual appearance.

The season is marked by a host of food, wine and cultural events, which form the basis of many visitors' planned short breaks.

Annual favourites will not be forgotten in the makeover. The program still includes a range of seasoned favourites such as Kefi in the Winery and Shakespeare Under the Stars.