Policy & Issues
Representing our industry
Wine Victoria represents the Victorian wine industry on the key policy and
regulatory issues that impact its sustainability, profitability and long-term
growth.
We work closely with the Victorian Government, national industry bodies, regional associations and industry stakeholders to ensure the sector has a strong, unified voice and operates within a supportive policy environment.
Our advocacy is focused on delivering practical outcomes for industry and ensuring Victoria remains a globally competitive wine region.
Policy Priorities
Policy Priorities
Wine Victoria’s policy priorities are aligned with the Victorian Wine Strategy 2025–2030 and focus on four key areas:
Trade & Market Access
Supporting export growth, market diversification and positioning Victorian wine as a premium product in global markets.
Sustainability & Innovation
Advancing climate resilience, sustainability initiatives, research partnerships and bushfire and smoke preparedness.
Visitor Economy
Strengthening wine tourism, regional infrastructure and policies that support cellar door and direct-to-consumer models.
People & Workforce
Building industry capability through workforce development, leadership programs and skills attraction and retention.
Visitor Experience
Planning and land use in regional and peri-urban areas
Policies supporting wine tourism and cellar door operations
Trade And Market Access
Export market growth and diversification
Strengthening international market access and trade opportunities
Domestic market conditions and trade settings
Regulatory and health policy settings impacting market access and competitiveness
Container Deposit Scheme (CDS) and the need for a nationally harmonised approach
Liquor licensing and regulatory frameworks
Sustainability and Innovation
Bushfire preparedness, response and smoke impact management
Climate resilience and sustainability initiatives
People and Community
Bushfire preparedness, response and smoke impact management
Climate resilience and sustainability initiatives
Environment
Wine Victoria recommends maintaining the direction and principles articulated in the current extension and adoption MOU and phylloxera funding program, by establishing equivalent research and adaptation programs for the areas of climate change mitigation and adaptation, and sustainable farming.
Licencing
Wine Victoria continues to engage regularly with the State government and Opposition to advocate for the sector. The recent advocacy to allow wineries with Producer’s licences to gain equal access to support funding has been successful.
Download the Producer’s License Fact Sheet
Victoria's Container Deposit Scheme
As CDS frameworks continue to evolve across Australia, Wine Victoria works closely with Australian Grape & Wine and other state associations to advocate for a nationally harmonised approach wherever possible.
Wine Victoria also supports Victoria’s four-bin household recycling system, recognising it differs from CDS models operating in other Australian jurisdictions and plays an important role in improving glass recovery and reducing contamination.
A consistent and practical national framework is critical to:
- Minimise complexity and compliance burden for wine businesses operating across multiple states
- ensure equitable treatment of wine products
- support efficient and cost-effective implementation
- improve environmental and circular economy outcomes
Wine Victoria continues to engage on CDS and recycling policy settings to ensure outcomes are practical, proportionate and support the long-term sustainability of the wine industry.
Cellar Door Rebate
Wine Victoria supports the continuation and expansion of initiatives that strengthen the profitability and sustainability of cellar door operations across regional
Victoria.
Cellar doors are critical to the success of the Victorian wine industry, providing a direct-to-consumer sales channel, supporting regional tourism and contributing significantly to local economies.
Wine Victoria advocates for targeted government investment to support cellar door businesses, recognising their role in:
- Driving regional visitation and tourism spend
- Supporting small and medium wine businesses
- Enhancing the visibility and reputation of Victorian wine
- Strengthening regional economies and employment
This policy aligns with Wine Victoria’s Visitor Economy priorities and supports broader government objectives around regional development and tourism growth.