Victoria’s Wine Industry Hits $10.8 Billion Milestone
Victoria’s wine industry has delivered a record $10.8 billion economic contribution in 2025, up 14 per cent year-on-year, reinforcing its role as a key regional economic driver, and now supports 17,178 jobs across the state, a 25 per cent increase over two years.
The 2025 Victorian Wine Industry Economic Scorecard commissioned by Wine Victoria and independently prepared by RMCG highlights expanding activity not only in vineyards and wineries but across tourism, hospitality, logistics and regional service industries.
Total wine sales reached $1.13 billion, marking strong two-year momentum with 64 per cent growth and the overall economic contribution per tonne increasing to $39,070.
Domestic wine sales climbed by 54 per cent over two years to $664 million, with average domestic value reaching a record $7.99 per litre.
Export sales increased 80 per cent over two years to $465 million, returning Victoria to within 1 per cent of 2019 performance. Growth has been driven by renewed momentum in China, alongside expanded engagement in Singapore and Canada, strengthening Victoria’s presence in key priority markets.
Regional performance continues to underpin the industry’s strength. The largest contributors in 2025 were Murray Darling – Swan Hill VIC ($1.7 billion), Mornington Peninsula ($1.7 billion, up 54.5%), Yarra Valley ($1.5 billion), Geelong ($1.05 billion, up 20.7%) and King Valley ($940.8 million). Together, these five regions generate approximately 64 per cent of Victoria’s total wine economic contribution, with further growth recorded across Gippsland, Grampians, Macedon Ranges and Goulburn Valley.
Regional wine tourism expenditure reached $2.69 billion, up 13.5 per cent, with visitor nights increasing 26 per cent to 17 million. International visitors contributed $1.4 billion, accounting for more than half of total spend.
“Despite the significant global challenges faced by the wine sector in recent years, the 2025 results underscore the positive impact, structural importance, and scale of the Victorian wine industry”, says Dan Sims, Chair of Wine Victoria.
“The strong growth in domestic value, and in key export markets such as China, Singapore, Canada and beyond, reflects and validates the importance of our strategic, targeted market investment and key initiatives."
“These results also powerfully demonstrate the vital role of collaboration. Victorian Government-supported initiatives, including the domestic-focused Drink Victorian program and our export partnership with Global Victoria, have been vital in strengthening Victoria's standing both internationally and here at home in Australia.”
Wine Victoria Chief Executive Officer Stephanie Duboudin said the results also highlight the industry’s broader regional impact.
“Victoria’s wine industry delivers economic value well beyond the vineyard,” Ms Duboudin said.
“It supports regional communities, tourism operators, hospitality venues, logistics providers and thousands of jobs across the state. As an industry with a significant multiplier effect, wine plays a central role in regional economic strength and community sustainability.”
Victoria’s performance aligns with retail market insights in Endeavour Group’s State of the Grapes report, which identifies the state as leading Australia in attracting new wine shoppers and engaging Gen Z consumers, with strong growth in spritz, sparkling and lighter wine style categories.
2025 Victorian wine industry economic scorecard
Methodology
This project estimated the economic contribution of the Victorian wine industry.
It updated key data sources and economic analysis from 2019 and 2023 to capture the value of the Victorian wine industry for the 2025 vintage. In addition to this data pack, a Victorian economic score card infographic was developed.
The project was undertaken by RMCG on behalf of Wine Victoria.
Data sources
Key production and economic indicators were analysed for the time period 2019 to 2025, including:
- Economic impact (economic contribution, direct employment): modelled using the methodology outlined in AgEconPlus & Gillespie Economics (2025) Economic Contribution Australian Wine Sector 2025, report prepared for Wine Australia
- Tourism (winery visitors, nights and regional expenditure): Tourism Research Australia (2025) National Visitor Survey data on visitation, nights and expenditure for people who visited a winery on their trip 2018-2024, supplied by Visit Victoria
- Producers (number): ABS (2015) Vineyards Estimates, Australia, 2014-15, 1329055002DO001_201415, Australian Government, Canberra; supplemented by Winetitles (2025) and regional data sources (e.g. Murray Valley Winegrowers Inc.)
- Plantings (hectares): Milton, A., Wong, S. & Gatt, A. (2019) National Vineyard Scan 2019; Summary Report, December, Report Number: CT-TR-2019-00037, prepared for Wine Australia; supplemented by regional data sources (e.g. Murray Valley Winegrowers Inc.)
- Production (litres, comparison by state): Wine Australia, Production, Sales and Inventory reports and data for 2019 to 2025, https://www.wineaustralia.com/market-insights/australian-wine-production-sales-and-inventory
- Crush (tonnes, value, yield, top 10 varieties): Wine Australia, National Vintage Survey reports and data for 2019 to 2025, https://www.wineaustralia.com/market-insights/national-vintage-report
- Export (litres, value, comparison by state and top 10-30 markets (%) for Victorian label claim bottled exports): Wine Australia, Victoria State Export Reports (12 months to 31 December) and data for 2019 to 2025, https://www.wineaustralia.com/market-insights/export-report
- Climate (rainfall, growing season rainfall, growing degree days, mean January temperature): Bureau of Meteorology data for each Geographical Indication (GI) for vintage years 2017 to 2025.
