Victorian Wine Strategy 2025–2030
The Victorian Wine Strategy was launched on 17 September 2025.
- Victorian Wine Strategy 2025–2030 [WORD -1.8MB]
- Victorian Wine Strategy 2025–2030 [PDF-6.7MB]
- Victorian Wine Strategy 2025–2030 on a page
[PDF File - 104.5 KB]
The strategy outlines how the Victorian wine industry can collaborate and innovate to secure a vibrant future with the vision – Victorian wine: Enjoyed locally, acclaimed globally.
The Victorian wine industry and Victorian Government co-designed the strategy.
Wine Victoria is Victoria’s peak wine industry body and responsible for leadership and delivery of the strategy in partnership with the Victorian Government. You can find more information about programs and actions at: https://winevictoria.org.au
The 4 priorities
This strategy focuses on actions that will have the greatest impact on industry prosperity and economic growth. There are 4 key priorities:
- Domestic and international trade: Grow domestic market share and exports to ensure financial sustainability.
- Innovation and sustainability: Accelerate innovation to tackle issues including productivity, adaptation to consumer demands, sustainability and climate change.
- Visitor experience: Partner with the visitor economy to enhance the quality and diversity of the visitor experience and drive sales.
- People and community: Attract, develop and retain skilled people to build a capable and diverse workforce, partner with First Peoples and maintain social licence.
Industry and public engagement
In May 2024, Agriculture Victoria appointed atticusnow to consult with industry. Industry engagement occurred from May to September 2024 through interviews, regional and online forums and a co-design workshop.
Following industry engagement, the preliminary design of the strategy was released for public consultation between December 2024 and February 2025. Over 220 people participated in the engagement.
Thank you to everyone who contributed through surveys, submissions and workshops. Results of the engagement can be found in the public consultation report [PDF File - 739.8 KB] and on the Engage Victoria website.
Industry steering committee
A steering committee provided expert advice on the development of the strategy. The committee reflected the diversity of the wine industry in Victoria, drawing members from across the state with expertise in grape-growing, winemaking, research, trade, tourism and other elements of the wine supply chain. We thank committee members for their tireless work on the strategy.