Wine strategy for Victoria

Victoria’s $9.5 billion wine sector is diverse, with 21 unique wine regions and over 400 cellar doors. The industry also helps to provide more than 23,000 jobs across grape growing, winemaking, logistics, exports, hospitality and retail.

The Allan Labor government has now released a five-year strategy to help shape the future of Victoria’s wine industry from 2025 to 2030. The 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 four pillars, including workforce development, improving the visitor experience, innovation and sustainability of the industry, and expanding domestic and international trade.

“Working with government, we now have the framework to turn these priorities into tangible outcomes for growers, winemakers and the communities they support,” Duboudin said. 

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.

The Labor government’s Economic Growth Statement identifies trade as a crucial driver for boosting Victoria’s economic growth and the new $10 million Boosting Victorian Exports Package is designed to help more businesses take their home-grown products to global markets.

Victorian 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.”

Image credit: iStock.com/Hispanolistic