New trade and export opportunities will be created for Victoria's winegrowers with the launch of the Victorian Government's Wine Industry Development Strategy .

The strategy, launched on 9 June 2017, and co-designed by the Victorian Government and the Wine Ministerial Advisory Committee (Wine MAC), aims to re-calibrate the state's wine industry by making it "more profitable, more co-ordinated, more highly skilled and better informed," said Victoria's Minister for Agriculture.

Kim Chalmers, Chair of Wine MAC said that while Victoria's winegrowers are passionate experts who produce a wide array of quality grape varieties, "pitching a regional product on a global platform" comes with its own challenges in a highly competitive market.

Programs under the strategy's platform aim to raise industry export capability and grow the reputation of Victorian wine through stronger and more consistent messaging. Additionally, more focus on "higher value products will benefit all wine and grape growers and producers by building Victoria's international reputation for quality wines in all export markets," says the strategy.

Victoria's key strengths and capabilities in the wine industry include:

  • producing wine styles that are on-trend with consumers
  • iconic cellar doors that are within easy reach of Melbourne's key visitor destinations
  • a point of difference and competitive advantage in wine export markets in its cooler climate and alternative varieties
  • producing fuller bodied wines that are highly sought after as wines for every occasion by emerging Asian markets
  • being well placed to capture export growth opportunities in new and reinvigorated markets.

However, the strategy identified scope to "improve recognition of the individual offerings of Victorian wine regions by differentiating Victorian wines in key export markets and creating a narrative for Victoria's wines, regions and producers".

With more cellar doors than any other state spread across 22 regions, Victoria is uniquely positioned to offer a broad range of quality products at all price points, making our offering appropriate in diverse international markets.

"Victoria also has an opportunity to be an industry leader in sustainable production practices and new innovative products, giving Victorian grape growers and wine producers an advantage in the global marketplace," says the strategy.

Victoria's wine industry contributes A$7.6 billion to the state's economy, directly employs nearly 13,000 people (including wine tourism), with exports accounting for A$297 million a year.

The strategy will roll-out over a four year period from 2017 to 2021, and forms part of the government's A$1 million commitment to support the Victorian wine industry, including appointing the Wine MAC committee and establishing a Wine Growth Fund.