Wine Victoria 2024 Key Highlights
As we approach the end of 2024, we would like to wish the entire Victorian wine community a safe, restful, and joyful Christmas and New Year.
This year has indeed been a busy and demanding one with headwinds continuing to challenge our sector in a myriad of ways. However, collectively, we’ve faced these head on and run a number of programs and initiatives to combat them.
Having spoken with many of you throughout the year and met in person at various events and workshops, both here at home and overseas, we can’t help but feel the incredible positive momentum in our community right now.
So often we speak of ‘the wine does all the talking’ and if that’s the case, the message we’re sending is certainly loud and clear. The quality of wines being produced in Victorian, across all price points, regions and styles, is something all of us should be damn proud of.
On the advocacy front, we’ve seen the appointment of a new Minister for Agriculture, Ros Spence, and a new CEO of the Department of Agriculture, Beth Jones. Key developments this year included the Victorian Wine Strategic Plan, advocacy on CDS, the removal of China tariffs, and amendments to liquor licensing regulations, among other significant initiatives.
Our priority remains steadfast: to foster an operating environment that supports a vibrant and resilient wine industry. We continue to act as your conduit for building partnerships that maximise value for all members, ensuring a robust, profitable, and future-focused industry.
Key highlights from Wine Victoria this year have been:
2024 Key Highlights
Amplification
For every $1 in membership fees we amplified that x 19 times in securing grants from the Government and Wine Australia.
2024 Key Highlights
Victorian Wine Strategy
The development of a new Victorian Wine Industry Strategic Plan in collaboration with the industry and the Department of Agriculture.
2024 Key Highlights
Export Program
Delivering the first year of the two-year $3.8 million export grant across the US, UK, and Asia in partnership with Global Victoria – this included hosting three international buying delegations, eight international media, the development of a Max Allen-hosted Victorian wine immersion, and support for wineries to be present at ProWein and Vinexpo.
See the Export Program Highlights Deck here.
2024 Key Highlights
Drink Victorian Trade Event
The Drink Victorian campaign showcased 140 producers presenting their wines at a trade tasting to over 1,000 key Victorian trade professionals, along with an integrated marketing campaign delivered in partnership with the Department of Agriculture.
2024 Key Highlights
Sustainability Field Days
Two sold-out Sustainability Field Days in Heathcote and the Grampians.
2024 Key Highlights
Industry & Regional Events
In partnership with Global Victoria, we provided funding support for key regional and industry events including: The Dark Side of Wine Rutherglen (which won the WCA best wine themed event!), Chardonnay Symposium, Australian Alternative Varieties Wine, and Pinot Massif.
2024 Key Highlights
US Program
Delivered in partnership with Global Victoria, the successful completion of the two-year US Export Program – resulting in over $5 million worth of realised and forecasted sales.
2024 Key Highlights
Advocacy & Representation
Strong advocacy representation for the state across key issues with the Victorian Government and national bodies.
2024 Key Highlights
Growing Victoria Wine Intro The Future
Providing one-on-one SWA certification support. Victoria now has the second-highest number of SWA businesses nationally.
2024 Key Highlights
The Victorian Wine Exchange Podcast
Wine Victoria secured a grant from Business Victoria to enhance business resilience within the Victorian wine industry. As part of this, we launched the Victorian Wine Exchange Podcast and a dedicated resources on our website.
The podcast offers in-depth conversations about the Victorian wine industry, exploring key challenges, growth initiatives, and the passionate people shaping its future.
2024 Key Highlights
Member Courses
Delivering a Mental Health First Aider Certification course for members.
As we reflect on 2024, we take pride in the programs delivered and the progress made toward strengthening our sector. We look forward to the year ahead.
Thank you to all our members for your continued support, engagement, and positive contributions. There is great strength in collaboration, and with our diversity of regions, styles, and producers, working together is paramount—something we can all be proud of and that we at Wine Victoria are incredibly grateful for.
Here’s to a prosperous and positive 2025. Let’s continue to be the change we want to see.
Kindest,
Stephanie Duboudin, CEO & Dan Sims, Chair
Wine Victoria
