Victorian Government Confirms Support for Victorian Liquor Subsidy

Written by  Wine Victoria Tuesday, 23 May 2017

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Wine Victoria today welcomed confirmation from the Victorian Government that the Victorian Liquor Subsidy (VLS - also known as the Cellar Door rebate) will remain intact and unchanged – providing much needed support to Victoria’s iconic cellar doors.

Wine Victoria Chair, Damien Sheehan said Victoria was now the only state with this level of industry support and was just another demonstration of how the Government was supporting Victorian winemakers and making sure Victoria was the best place to do business.

“Wine Victoria took a proactive role in engaging with Members of Parliament (MPs) and responsible departments on this issue,” Mr Sheehan said

“We wanted to make sure MP’s clearly understood how the rebate was being invested and the significant knock-on economic impacts – particularly in regional areas,” he said.

When reviewing the VLS, Wine Victoria engaged expert assistance to examine the subsidy and evaluate how the rebate was being used.  The results highlighted subsidy recipients:

  1. Generated $680 million in gross state product annually 
  2. Supported almost 5,000 ongoing full-time equivalent jobs (direct and indirect)
  3. Made new infrastructure investments: $7 million in cellar door infrastructure annually
  4. Invested in events and activities: $1.1 million cellar door events annually.

“This ongoing investment into cellar doors is so important - the Victorian visitor experience is often focused on big natural icons, but for a strong economic impact to be realised, providing access to value-add experiences such as an exceptional cellar doors is key,” Mr Sheehan said.

“With the continuation of this subsidy, the Victorian wine industry looks forward to working in partnership with the Government on their tourism objectives by delivering first class wine experiences,” he said

“We aim to make Victoria the best wine state in Australia,” he said.


Victorian Liquor Subsidy: is a 15 percent subsidy on the wholesale value (7.5 percent of retail value) of wine sold through the cellar door and wine club.  The subsidy is a state rebate of Federal taxes on cellar door sales, and as such, is only available to producers who have exhausted the Wine Equalisation Tax (WET) rebate. Producers must have sufficient wine through their cellar door to qualify for the rebate.

Interview opportunity
Damien Sheehan, Wine Victoria Chair
Via: Rachael Sweeney, Wine Victoria Executive Officer
Ph: 03 9666 3368 Mob: 0422 067 858 Email: This email address is being protected from spambots. You need JavaScript enabled to view it.