Wine Australia has released a five-year Strategic Plan 2025–30 outlining how it will support Australian grape growers, winemakers and exporters to build a more resilient, profitable and sustainable future.
The plan is shaped by the wine industry’s priorities identified in the One Grape & Wine Sector Plan, addressing the supply and demand imbalance, changing consumer behaviours, and environmental shifts.
By responding to these challenges, Wine Australia aims to guide businesses through activity focused on interconnected priorities:
- Delivering practical research and development, extension and adoption to improve vineyard performance, product innovation and development, and production efficiency.
- Growing domestic and international market share and value for Australian wine through targeted marketing activity and promotion, market diversification and brand building in key international and domestic channels.
- Protecting the integrity and reputation of Australian wine with strong regulatory systems and services, to support beneficial market access and make trade opportunities available to Australian wine exporters.
- Building resilience and sustainability through innovation, including investment in cost-effective climate response, meeting emissions reduction targets and identifying circular economy solutions.
- Strengthening capability throughout the sector, with a focus on knowledge-sharing, collaboration and partnerships, and extension and adoption.
“The sector continues to face significant headwinds and for many, the pressures are immediate and personal. In the face of ongoing uncertainty, levy payers’ expectations of Wine Australia are rightly high,” said CEO of Wine Australia Martin Cole.
“This strategy acknowledges and responds to that reality. It is focused on delivering what matters most: practical support, relevant innovation to address shifting behaviours, better outcomes in market, and long-term value for grape and wine businesses across the country.”
The five-year Strategic Plan 2025–30 builds on the One Grape & Wine Sector Plan, a shared industry roadmap developed in partnership with Australian Grape & Wine, as well as state and regional associations.