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Victorian Wine Industry Development Strategy 2017-2021

The Victorian Government made a commitment to deliver a Wine Industry Development Strategy (the strategy). The purpose of the strategy is to improve the long term performance and sustainability of Victoria’s wine industry.

The strategy was launched by the Minister for Agriculture, the Hon Jaala Pulford, MP on Friday 9 June 2017 at an event attended by wine industry representatives in the Yarra Valley.

The strategy forms part of the government’s $1million commitment to support the Victorian wine industry. This commitment included appointing a Wine Industry Ministerial Advisory Committee (Wine MAC) and establishing a Wine Growth Fund.

The strategy has been co-designed by the Victorian Government and the Wine MAC, on behalf of the Victorian wine industry. The strategy seeks to grow Victoria’s wine industry. It aims to deliver an industry that is more profitable, coordinated, skilled and better informed. It outlines challenges and opportunities currently before the wine industry, and provides an agreed pathway for addressing these challenges and enabling industry to capture new opportunities.

The strategy is structured around four key platforms, which address:

  • adaptation to business and production challenges
  • increasing tourist numbers and expenditure in Victorian wine regions
  • developing profitable and sustainable export markets
  • increasing industry coordination.

The strategy is informed by a comprehensive consultation and analysis of the Victorian wine industry. Consultation included conducting 14 regional sessions and 45 interviews with industry stakeholders across the state.

Implementation of the strategy will be overseen by the Wine MAC, which will work with Agriculture Victoria to deliver the strategy.

The Wine MAC was established in October 2015, to advise on opportunities and issues affecting the long term profitability and sustainability of the industry.

The Wine Growth Fund (WGF) is a small grants program administered by Regional Development Victoria to grow Victoria’s wine industry. Round two grants will align with industry priorities as reflected in the strategy. 

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