Victorian Wine Export Program

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.

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; Untied Kingdom; China; Singapore; Vietnam; South Korea and Japan.

Register your business on our export program database so that you ensure you receive all the latest updates on the program – Register here 
The program includes the a number opportunities for those currently exporting, or those seeking to explore export expansion, as well as ongoing industry-wide support.

1. Outbound Trade Missions

Enhance export opportunities for Victorian wineries through targeted international wine trade missions & value-added activities that creates & 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.

2. Pathways to Export

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

3. In Market Amplification

Showcase the value & 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.

4. Media Engagement

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

5. Inbound Trade & Media Famils

Facilitate priority inbound international trade & media visit/s to Victoria that leverages major events, to build connections with Victorian businesses & 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 & North Asia.

6. Support for Regional Events

Support Melbourne & regional Victoria industry wine events in attracting international judge/s, or influential international trade, media, & wine producers, to participate & share knowledge, while building brand advocacy in Victoria’s premium wine industry.

7. Supporting Global Victoria Events

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

8. 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 & Wine Business Development manager/s in priority market/s to support in facilitating business connections & promoting Victoria’s wine credentials.

9. Upweighted Marketing Focus

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

10. Research & Insights

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

Wine Export Program Webinar Deck

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

There will be multiple updates on strategy and activities rolling out, ensure you’re subscribed to our export database, Wine Victoria member newsletter and social media channels for updates.