The Victorian State Government is taking significant steps to ensure the continued growth and sustainability of the state's highly valued $9 billion wine industry. This new strategy aims to pave the way for its future prosperity. Minister for Agriculture Ros Spence has opened public consultation for the Victorian Wine Strategy, inviting the participation of various stakeholders including grape growers, winemakers, logistics and exporters, hospitality and retail, academics, and consumers.

Empowering Victoria's Wine Industry for a Thriving Future

Collaboration for the Future of the Wine Industry

The design process of the new strategy has presented a golden opportunity for industry and government to join forces and set new directions. Led by Agriculture Victoria alongside a steering committee composed of key industry representatives like Wine Victoria CEO Stephanie Duboudin and Chair Dan Sims, extensive industry engagement throughout 2024 has informed the strategy design. This collaborative effort is aimed at future-proofing the industry against trade disruptions and evolving consumer trends. 1: The importance of this collaboration cannot be overstated. By bringing together the expertise and perspectives of different stakeholders, the Victorian Wine Strategy is set to create a more resilient and dynamic industry. Grape growers, with their deep knowledge of the land and vines, play a crucial role in ensuring the quality of the grapes. Winemakers, on the other hand, bring their creative skills and technical know-how to transform those grapes into world-class wines. Logistics and exporters ensure that these wines reach markets around the world, while hospitality and retail provide the platforms for consumers to enjoy them. 2: The extensive industry engagement has allowed for a comprehensive understanding of the current challenges and opportunities facing the wine industry. This input will be crucial in shaping the final strategy, which is expected to be released in the first half of 2025. The preliminary design will be available for public consultation until 31 January 2025, giving everyone an opportunity to contribute their ideas and suggestions.

Building on Past Successes

The new strategy will build upon the achievements of the previous Victorian Wine Industry Development Strategy. This strategy encouraged investment and tourism opportunities in the industry, while also improving biosecurity practices. By leveraging these successes and addressing the emerging needs of the industry, the Victorian Wine Strategy is poised to take the wine industry to new heights. 1: Investment in the wine industry has been a key driver of its growth. The new strategy will focus on attracting more domestic and international investors, providing them with the necessary support and incentives to establish or expand their operations. This will not only create more jobs but also enhance the competitiveness of the Victorian wine industry on the global stage. 2: Tourism has also played a significant role in the success of the Victorian wine industry. The strategy will continue to promote wine tourism, offering visitors a unique and immersive experience. From cellar door tastings to wine trails and festivals, there are numerous opportunities for tourists to explore and enjoy the world-class wines of Victoria.

Funding and Support

The Victorian Wine Strategy is funded through the $5 million Wine to the World program as part of the Backing Victoria's Producers Initiative. This funding will provide the necessary resources for the implementation of the strategy and the support of the wine industry. 1: The financial support will enable the industry to invest in research and development, improve infrastructure, and enhance marketing and promotion. It will also help in addressing the challenges faced by the industry, such as climate change and market volatility. 2: In addition to financial support, the strategy will also focus on providing technical assistance and training to the wine industry. This will help in improving the skills and knowledge of grape growers, winemakers, and other industry professionals, ensuring the continued production of high-quality wines.To read the strategy design and submit a response, visit engage.vic.gov.au/victorian-wine-strategy. For more information on the Victorian Wine Strategy, visit agriculture.vic.gov.au/crops-and-horticulture.