Victorian Wine Strategic Plan 2025–2030 Launched
The Victorian Wine Strategic Plan 2025-2030 has been launched, setting a clear vision for the state’s wine industry over the next five years.
At the launch the Hon. Ros Spence Minister for Agriculture and Hon. Danny Pearson Minister for Economic Growth and jobs, Michaela Settle MP, Parliamentary secretary for Agriculture joined Wine Victoria Chair Dan Sims, CEO Stephanie Duboudin, and industry representatives to unveil the plan - positioning Victoria’s wine industry as resilient and future-fit.
Funded by Agriculture Victoria and developed with industry, the plan was shaped through extensive consultation - including eight regional forums, more than 50 interviews, and over 450 written responses.
The strategy reflects the voices of growers, winemakers, regional associations and government, and focuses on four key pillars:
- People - strengthening leadership and workforce capacity.
- Visitor Economy - showcasing Victoria as a world-class wine tourism destination.
- Sustainability & Innovation - driving environmental stewardship and new technologies.
- Trade - building resilient domestic and global markets.
Two key objectives are already underway: Hayley Purbrick has been appointed as Wine Victoria’s Sustainability and Innovation Lead (a partnership between Wine Victoria and funding partners Wine Australia and Agriculture Victoria), and the Wine Australia Next Crop leadership program is being delivered this year across Victoria.
Wine Victoria thanks Agriculture Victoria, regional associations, producers, and the members of the Victorian Wine Strategy Steering Committee for guiding this important industry roadmap.
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