The Victorian Government has released a five-year Wine Strategy designed to grow the state’s $9.5 billion wine sector and strengthen its position in global markets.
“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.”
Danny Pearson, Minister for Economic Growth and Jobs
Home to Australia’s most diverse wine industry, Victoria boasts 21 distinct wine regions, over 400 cellar doors, and more than 23,000 jobs spanning viticulture, winemaking, logistics, exports, hospitality, and retail. The new strategy will build on this scale and diversity to attract investment, drive innovation, and expand trade.
Shaped through extensive consultation with growers, winemakers and regional associations, the strategy was developed in partnership with a steering committee including Wine Victoria CEO Stephanie Duboudin and Chair Dan Sims.
“Working with government, we now have the framework to turn these priorities into tangible outcomes for growers, winemakers, and the communities they support.”
Stephanie Duboudin, Wine Victoria CEO
The strategy focuses on four pillars:
- workforce development
- improving the visitor experience
- innovation and sustainability of the industry, and
- expanding domestic and international trade.
Victorian wine industry: recent developments and global outlook
In the past two financial years, more than 170 wineries have been supported through government and Wine Victoria programs that expand global trade and open new market opportunities.
To drive delivery of the new strategy, Wine Victoria has appointed Hayley Purbrick, a fifth-generation family member at Tahbilk Winery near Nagambie, as Sustainability and Innovation lead. Her role, jointly funded by the Victorian Government and Wine Australia, is to oversee the strategy’s actualisation.
“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.”
Hayley Purbrick, Wine Victoria Sustainability and Innovation Lead
This ensures benefits flow across the full supply chain, from growers and producers to retailers, hospitality, and regional communities.
Trade remains central to Victoria’s economic growth. The Government’s $10 million Boosting Victorian Exports Package will accelerate opportunities for more businesses to expand globally.
Victoria’s primary producers and food manufacturers have delivered another year of record-breaking exports, leading the nation and hitting the state’s $20 billion target six years ahead of schedule. Victoria was one of only two states to record growth in food and fibre export value in 2023-24.
Explore the new Victorian Wine Strategy and other Victorian Government strategies
