North America Market Activation
Upcoming and Ongoing Activity
The first North America Market Strategy was divided into two phases and delivered over two years which completed end June 2024. Wine Victoria received $2.28million from the Victorian government to execute this project.
A second grant, $3.8M Victorian Wine Export Program 2023-26, extended the program to December 2026.
Canada Trade Tastings
Wine Victoria delivered two trade-focused activation events in Toronto and Vancouver in February 2026. Both cities hosted a masterclass and stand-up trade tasting, showcasing Victorian wines to key Canadian trade audiences.
Thirty Victorian wineries participated across the program, with more than 200 trade representatives attending the tastings and sold-out masterclasses. Attendees included the full LCBO category buying team in Toronto, alongside senior agents, importers, and trade buyers from both markets.
Get involved
To be included in the USA Export Program and to be notified of upcoming opportunities, please contact our team or register your interest below.
Scott Burton scott.burton@winevictoria.org.au
Wine Victoria secretariat@winevictoria.org.au
USA Retailer Programs
Mickey Deehan, US Market Development Manager, USA mickey.deehan@winevictoria.org.au
US Contacts & Agencies
Our US partner Mickey Deehan is connecting Wine Victoria members with key contacts in the USA such as regional sales executives, importers, and logistics team.
Access the contacts below – this list is frequently updated.
