New Wine Strategy to Boost Jobs and Exports in Regional Victoria

The Victorian Government has launched a new five-year strategy to support the state’s $9.5 billion wine industry, focusing on innovation, jobs and regional growth.

The plan, developed in partnership with Wine Victoria, targets four main areas: workforce development, sustainability, the visitor experience, and expanding domestic and global markets.

Minister for Agriculture Ros Spence said the strategy will future-proof the sector.

“This strategy will safeguard Victoria’s world-class wine industry, support regional jobs, and help our growers and winemakers thrive in a rapidly changing world,” she said.

Victoria leads the nation in wine tourism, with 21 wine regions and more than 400 cellar doors. Over 23,000 people are employed across the sector, from vineyard to retail. A new industry role—Sustainability and Innovation Lead—has been created to oversee the strategy’s delivery, jointly funded by Wine Victoria and Wine Australia.

Incoming lead Hayley Purbrick said she was excited to step into the role. “This is a vital step in ensuring our industry thrives sustainably for generations to come,” she said. “We now have a clear framework to turn priorities into real outcomes for growers, winemakers and regional communities.”