US Market Activation

An initial US Market Strategy was completed for Wine Victoria in April 2021. The strategy was commissioned to provide a practical and fully costed roadmap for the delivery of the wine industries South-X-South East Export strategy. The South-X-South East Export strategy is a Wine Victoria proposal that aims to target an increase of premium Victorian wine sales (exports) in the South and South-East states of the United States of America (US). The strategy outlines a plan for growing the ‘on-trade’ market and working in collaboration with the food and beverage sectors in these states.

The US Market Strategy is divided into three phases to be delivered over three years. Phase 1 is planned for delivery between April 2022 and February 2023 and Wine Victoria has received $1.14 million from the Victorian government to execute this project.

Current activations include funding support for Victorian wineries to take part in Wine Australia’s US Market Entry program 2022-2023, and a Victorian exhibitor table at the Food & Wine Classic 2022 in Aspen, Colorado showcasing Victorian wines. The full suite of planned activities will be communicated to members as these are confirmed.