The Allan Labor Government has launched a five-year strategy aimed at strengthening Victoria’s $9.5 billion wine sector, creating regional jobs, and supporting growers and winemakers.
Minister for Agriculture Ros Spence said the strategy, developed in partnership with industry, would “safeguard Victoria’s world-class wine industry, support regional jobs, and help our growers and winemakers thrive in a rapidly changing world.”
The plan, shaped by a steering committee that included Wine Victoria CEO Stephanie Duboudin and Chair Dan Sims, reflects input from growers, winemakers, regional associations, and government. It focuses on four key areas: workforce development, enhancing the visitor experience, promoting innovation and sustainability, and expanding domestic and international trade.
Victoria is home to Australia’s most diverse wine industry, with 21 unique wine regions and more than 400 cellar doors – the highest number of any state. The industry supports over 23,000 jobs across grape growing, winemaking, logistics, exports, hospitality, and retail.
Over the past two financial years, the government, in partnership with Wine Victoria, has backed more than 170 wineries through programs designed to open doors to global trade and new opportunities.
Hayley Purbrick, a fifth-generation family member at Tahbilk Winery near Nagambie, has been appointed Wine Victoria’s Sustainability and Innovation Lead to oversee the strategy’s implementation. Her role is jointly funded by the Government and Wine Australia. Purbrick said she was “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.”
Minister for Economic Growth and Jobs Danny Pearson highlighted the strategy’s focus on exports, saying: “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.”
Minister for Tourism, Sport and Major Events Steve Dimopoulos added: “This strategy is about backing local producers, creating jobs and attracting more visitors to experience our one-of-a-kind wine industry that sets Victoria apart from other destinations.”
Duboudin said the collaboration with government provided a clear framework to deliver tangible outcomes for growers, winemakers, and the communities they support.
The government’s Economic Growth Statement identifies trade as a key driver of Victoria’s economic growth, supported by a new $10 million Boosting Victorian Exports Package. Victorian primary producers and food manufacturers have delivered record-breaking exports, hitting the state’s $20 billion target six years ahead of schedule.
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