The Victorian Government is taking steps to ensure the continued growth and sustainability of the state’s $9 billion wine industry with the launch of a new strategy aimed at supporting the sector’s long-term future.
On 13 December, Agriculture Minister Ros Spence announced the opening of public consultation for the Victorian Wine Strategy, a roadmap designed to guide the industry’s development and help it adapt to emerging challenges. The strategy is focused on ensuring the sustainability of Victoria’s prestigious wine sector and its ability to thrive amidst evolving trade dynamics and shifting consumer trends.
“Victorian wines have performed strongly, but we must continue to adapt to ensure the industry remains resilient and competitive in the future,” said Minister Spence. “This strategy is a collaborative effort, and we want to hear from everyone involved – from grape growers and winemakers to logistics experts, exporters, hospitality workers, retailers, academics, and consumers.”
The consultation process will provide an opportunity for both industry stakeholders and the public to help shape the future direction of Victoria’s wine industry. The aim is to future-proof the sector, address potential disruptions from global trade, and stay aligned with evolving consumer preferences.
The development of the strategy is being led by Agriculture Victoria, in partnership with a steering committee comprising key figures from the industry, including Wine Victoria CEO Stephanie Duboudin and board chair Dan Sims. The strategy design has been informed by extensive engagement with industry stakeholders throughout 2024.
“We have received tremendous feedback from the industry so far, and we encourage all those with an interest in Victoria’s wine industry to continue the conversation by attending upcoming forums or submitting their input on the preliminary design,” said Mr. Sims.
The public consultation on the Victorian Wine Strategy will run until 31 January 2025, with a final version of the strategy expected to be released in the first half of 2025.
This new initiative builds on the previous Victorian Wine Industry Development Strategy, which focused on encouraging investment, expanding tourism, and improving biosecurity practices within the industry. It is funded through the $5 million Wine to the World program, which is part of the Backing Victoria’s Producers Initiative.
Wine production is a key component of Victoria’s regional economy, providing thousands of jobs in wineries, vineyards, and cellar doors, while also contributing significantly to the state’s tourism sector. The new strategy aims to build on these successes and ensure the industry remains competitive and sustainable for years to come.
Related topics:
