Victorian Wine Export Program

Wine Exporters

The $3.8M Victorian Wine Export Program 2023-25 seeks to support new and established Victorian wine exporters in entering and expanding in priority markets through targeted international trade activity, while promoting the state’s wine credentials.

View Plan

Global Engagement

The program aligns with Wine Victoria’s policy objectives and the DJSIR Strategic Plan 2023-2027 – ‘Strengthen Victoria’s global connections’ which highlights the importance of supporting business productivity and growth through global engagement, helping Victorian businesses successfully trade into global markets.


The program is led and delivered by Wine Victoria, in partnership with Global Victoria as a funding and collaboration partner and extends to the following markets: United States; United Kingdom; China; Singapore; Vietnam; South Korea and Japan.

Victorian Wine Export Program Plan

Outbound Trade Missions

Enhance export opportunities for Victorian wineries through targeted international wine trade missions and value-added activities that creates and maintains buyer connections while promoting the state’s wine credentials. Featured initiatives include Prowein; Vinexpo Asia; trade engagement in Japan and a strategic roadmap to China re-entry.

Pathways to Export

Assist new and established Victorian wine exporters enter new markets for the first time through dedicated program/s and exploration trade mission/s across China; Singapore; Vietnam; South Korea, and Japan.

In Market Amplification

Showcase the value and quality of Victorian wines in priority markets to support market expansion for existing exporters, and amplify the efforts of those already exporting to key markets. The cornerstone of this initiative are partnership with distributors, importers and retail channels to facilitate commercial outcomes for participating wineries.

Media Engagement

Increase international consumer and trade awareness of Victorian wine regions using new and traditional media forms via strategic media and publication partnerships.

Inbound Trade & Media Famils

Facilitate priority inbound international trade and media visit/s to Victoria that leverages major events, to build connections with Victorian businesses and showcase the best the state has to offer. Trade famils include buyers; retailers and distributors from the United States, United Kingdom and select markets across South-East and North Asia.

Support for Regional Events

Support Melbourne and regional Victoria industry wine events in attracting international judge/s, or influential international trade, media, and wine producers, to participate and share knowledge, while building brand advocacy in Victoria's premium wine industry. Examples include support for Australian Alternative Varieties Wine Show and the Chardonnay Symposium, amongst others.

Supporting Global Victoria Events

Amplifying Victoria’s wine credentials and regional producer profiling, where possible, at major consumer and business events hosted in Melbourne to support global media promotions.

Dedicated Program Resources

The establishment of a Wine Victoria Wine Export Program team including a part-time General Manager Wine Export Program, a dedicated Project Manager and Wine Business Development manager/s in priority market/s to support in facilitating business connections and promoting Victoria's wine credentials.

Upweighted Marketing Focus

Create brand consistent marketing content and collateral for the state that amplifies Victoria’s wine credentials globally.

Research & Insights

Wine market research and data insights to support Victorian exporters make informed decisions based on current global trends, challenges, and opportunities.

Wine Export Program Deck

To learn more and see an overview of the program, please refer to the Wine Victoria – Wine Export Program Deck.


Get Involved

The program includes a number opportunities for those currently exporting, or those seeking to explore export expansion, as well as ongoing industry-wide support.

Register your business in our export program database below. Be sure to follow our social channels and subscribe to our newsletter to receive all the latest updates on the program.

Register Export Interest