One of South Australia's most popular wine events has been shut down, with the region saying social media is partly to blame.

The McLaren Vale Sea & Vines Festival, which runs annually over the June long weekend, began in 1992.

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Despite increased popularity and attendance numbers, the McLaren Vale Grape Wine & Tourism body has decided to shut down the festival from 2020.

It says a lack of "high value" visitors, alongside a decrease in participation for the event's 'Sunday Experience', spurred the decision.

A man was caught urinating on camera at the 2019 event. Credit: Instagram / victoriahumphries_

It also cites social media as a determining factor, with a number of recent incidents potentially bringing the region's reputation into disrepute.

"The virality of social media platforms in showcasing isolated incidents of antisocial behaviours has contributed towards increased reputational risk, not only for the Festival, but also for Brand McLaren Vale beyond the Festival weekend," the MVGTWA said.

This year's event will be the last, with Sea & Vines to be retired in 2020.