Victoria has unveiled a five-year strategy to boost the state’s $9.5 billion wine sector, aiming to grow agriculture, boost innovation, and create jobs that strengthen regional economies.
Victoria is home to 21 unique wine regions and over 400 cellar doors – more than any other state – drawing visitors from across the country and the world. Together, the industry powers 23,000 jobs across grape growing, winemaking, logistics, exports, hospitality and retail.
The Victorian Wine Strategy was developed in partnership with industry through a steering committee, which included Wine Victoria CEO, Stephanie Duboudin, and chair, Dan Sims, following extensive consultation.
Reflecting the voices of growers, winemakers, regional associations, and government, the strategy focuses on actions that will have the greatest impact on industry prosperity and economic growth.
There are 4 key priorities:
- Domestic and international trade – grow domestic market share and exports to ensure financial sustainability.
- Innovation and sustainability – accelerate innovation to tackle issues including productivity, adaptation to consumer demands, sustainability and climate change.
- Visitor experience – partner with the visitor economy to enhance the quality and diversity of the visitor experience and drive sales.
- People and community – attract, develop and retain skilled people to build a capable and diverse workforce, partner with First Peoples and maintain social licence.
With domestic and international trade identified as the top priority, the government is working to back the wine industry through market development programs, including the $4.5 million Wine to the World export program.
The Economic Growth Statement identifies trade as a crucial driver for boosting Victoria’s economic growth, and the new $10 million Boosting Victorian Exports Package will also help more businesses take their home-grown products to global markets.
Minister for Agriculture, Ros Spence, said: “This strategy will safeguard Victoria’s world-class wine industry, support regional jobs, and help our growers and winemakers thrive in a rapidly changing world”.
Wine Victoria has appointed Hayley Purbrick, a fifth-generation family member at Tahbilk Winery near Nagambie, as sustainability and innovation lead, to oversee the strategy’s actualisation. Her position is jointly funded by the government and Wine Australia.
Wine Australia also released its five-year Strategic Plan 2025-30 in July, outlining how it will support Australian grapegrowers, winemakers and exporters in navigating current pressures while building a more resilient, profitable and sustainable future.
“I am thrilled to be joining Wine Victoria as Innovation Lead with the exciting job of implementing this new strategy – a vital step in ensuring our industry thrives sustainably for generations to come,” said Purbrick.
The Victorian government recently invested $160,000 to support the sustainability and profitability of the state’s wine industry, matched by $240,000 from Wine Australia. The funds are helping Wine Victoria to provide the wine industry with the knowledge, tools and resources needed to improve practices and outcomes.
The full Victorian Wine Strategy can be viewed online at agriculture.vic.gov.au.
