The Victorian Government has unveiled its new five-year Wine Strategy which aims to strengthen the state’s wine industry, accelerate exports, and support regional jobs.
Victoria is home to 21 distinct wine regions, over 400 cellar doors, and more than 23,000 jobs, and with its wine industry spanning viticulture, winemaking, logistics, exports, hospitality, and retail. The new strategy builds on this scale and diversity with a view to attracting investment, drive innovation, and open new global markets.
Minister for Economic Growth and Jobs Danny Pearson said the strategy will help showcase Victoria’s wine excellence to the world while delivering tangible benefits for regional communities.
“We’re making sure more of our winemakers’ exceptional products get to global markets, strengthening our reputation for world-class wine and creating real opportunities for regional Victorians,” he said.
Developed through extensive consultation with growers, winemakers and regional associations, the strategy was shaped in partnership with a steering committee led by Wine Victoria CEO Stephanie Duboudin and Chair Dan Sims.
Duboudin said the framework provides a united roadmap for the state’s wine sector.
“Working with government, we now have the framework to turn these priorities into tangible outcomes for growers, winemakers, and the communities they support,” she said.
The strategy focuses on four key pillars:
- Workforce development
- Improving the visitor experience
- Innovation and sustainability
- Expanding domestic and international trade
Over the course of the last two financial years, more than 170 wineries have already benefited from government and Wine Victoria programs aimed at growing exports and expanding international reach.
To help drive delivery, Hayley Purbrick, fifth-generation family member at Tahbilk Winery, has been appointed Sustainability and Innovation Lead for Wine Victoria, with the role being jointly funded by the Victorian Government and Wine Australia.
“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,” Purbrick said.
The initiative ensures benefits flow throughout the supply chain, from growers and producers to hospitality, retail, and regional communities, reinforcing wine as a key aspect of Victoria’s regional economy.
Trade remains central to Victoria’s broader growth ambitions. The Government’s $10m ‘Boosting Victorian Exports Package’ will create further opportunities for producers to expand into new global markets.