Victorian Government to Host Inbound Super Trade Mission

Written by  Wine Victoria Thursday, 28 August 2014

Wine Victoria today welcomed the Victorian Government's intention to host an inbound Super Trade Mission to promote Victoria's wine to the world.

The Victorian wine industry is an important exporting partner for the Victorian Government, particularly as wine is one of Victoria's most valuable food exports.

Wine Victoria Chair, Damien Sheehan said that the association has been making the case for the Government to partner with industry on more inbound wine-based trade missions.

"We are particularly interested in trade missions that bring the world's wine influencers directly into our regions.

"Here they will taste wine poured by our winemakers, seated right in our cellar doors, enjoying our world renowned hospitality, what an experience to promote our products" he said.

"This announcement is an excellent example of what we have been promoting," he said.

Victorian Wine exports are worth $275 million per year and growing rapidly, particularly as the Australian dollar drops and the world develops a taste for Victoria's premium wine.

"There have been barriers to increasing existing Victorian wine exports," Mr Sheehan said.

"Our members have said the high Australian dollar, recognition of Victoria's premium produce, on-ground support as well as fierce competition from other wine making countries has made things tough," he said.

"This is something we would like to turn around, particularly as we are in a state of oversupply – connecting Victorian wine to new markets is key to Victoria's and our industry's future," he said.

Recent reports from the Australian Grape and Wine Authority (AGWA) have highlighted that during the 2013-14 financial year premium wine (over $7.50 per litre) grew in many markets generating almost $450m in annual sales, or a quarter of the value of Australia's wine export market.

"The good news is that Victoria's specialty; our time is now, premium wine is in demand around the world," he said.

We look forward to working with the Victorian Government on delivering this Super Trade Mission to ensure Victoria's wine regions are on show at their finest.