Wine Victoria has released the 2025 Victorian Wine Industry Economic Scorecard, commissioned by the organisation and independently prepared by RMCG, which shows the state’s wine industry delivered a record $10.8 billion economic contribution in 2025, up 14 per cent year-on-year.
Challenging conditions and circumstances have faced the grape and wine sector over the past few years, with Wine Australia laying out the industry’s most pressing priorities in the 2024 One Grape & Wine Sector Plan. The organisation also released its five-year Strategic Plan 2025-30 in July 2025, outlining how it will support Australian grapegrowers, winemakers and exporters in navigating current pressures while building a more resilient, profitable and sustainable future.
Victoria has also been working hard to support industry, with the state government investing $160,000 to support the sustainability and profitability of the state’s wine industry last July, matched by $240,000 from Wine Australia. Wine Victoria also released a five-year strategy in October, aiming to boost the state’s wine sector, developed in partnership with industry.
The 2025 scorecard highlights Victoria’s expanding activity not only in vineyards and wineries but across tourism, hospitality, logistics and regional service industries – with the sector now supporting 17,178 jobs across the state, a 25 per cent increase over two years.
Total wine sales reached $1.13 billion, marking strong two-year momentum with 64 per cent growth and the overall economic contribution per tonne increasing to $39,070. Domestic wine sales climbed by 54 per cent over two years to $664 million, with average domestic value reaching a record $7.99 per litre.
These numbers can be compared to total Australian sales, which reached $6.02 billion over the 2024-25 period, with 59 per cent of production volume exported. Total Australian export value was $2.5 billion.
Victorian export sales increased 80 per cent over two years to $465 million, returning the state to within one per cent of 2019 performance. Growth has been driven by renewed momentum in China, alongside expanded engagement in Singapore and Canada, strengthening Victoria’s presence in key priority markets.
Regional performance continues to underpin the industry’s strength. The largest contributors in 2025 were Murray Darling – Swan Hill VIC ($1.7 billion), Mornington Peninsula ($1.7 billion, up 54.5 per cent), Yarra Valley ($1.5 billion), Geelong ($1.05 billion, up 20.7 per cent) and King Valley ($940.8 million). Together, these five regions generate approximately 64 per cent of Victoria’s total wine economic contribution, with further growth recorded across Gippsland, Grampians, Macedon Ranges and Goulburn Valley.
Regional wine tourism expenditure reached $2.69 billion, up 13.5 per cent, with visitor nights increasing 26 per cent to 17 million. International visitors contributed $1.4 billion, accounting for more than half of total spend.
Wine Victoria chair, Dan Sims, said the 2025 results underscore the positive impact, structural importance, and scale of the Victorian wine industry – despite the significant global challenges faced by the wine sector in recent years.
“The strong growth in domestic value, and in key export markets such as China, Singapore, Canada and beyond, reflects and validates the importance of our strategic, targeted market investment and key initiatives,” said Sims.
“These results also powerfully demonstrate the vital role of collaboration. Victorian Government-supported initiatives, including the domestic-focused Drink Victorian program and our export partnership with Global Victoria, have been vital in strengthening Victoria's standing both internationally and here at home in Australia.”
