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Strategy and planning

Strategic Plan

Our Strategic Plan 2020–25 details how we will invest the Australian grape and wine community’s levies and other fees, along with the Australian government funding, over the next five years to assist the sector to be profitable, resilient and sustainable.

Our Board sets our strategy, guided by the vision, goals and priorities of our funders. In concert with our representative organisation Australian Grape & Wine Incorporated, we consulted extensively with our stakeholders to understand their priorities, which are reflected in Vision 2050 and this plan.

Our plan sets out how we will address these priorities in accordance with our remit.

We will invest for the sector’s success through five strategies:

  • Strategy 1: Market Australian wine to increase the demand and the premium paid for all Australian wine.
  • Strategy 2: Protect the reputation of Australian wine by maintaining the reputation and integrity of Australian wine in all our markets, including the domestic market.
  • Strategy 3: Enhance grape and wine excellence with research outcomes that allow grapegrowers and wine producers to excel.
  • Strategy 4: Grow sustainable environments by providing knowledge and tools to support growers and producers in implementing environmental stewardship practices.
  • Strategy 5: Build business sustainability, excellence and leadership by accelerating the adoption of research outcomes and best practice.

We seek to foster and encourage profitable, resilient and sustainable Australian winegrape and wine businesses by investing in research and development, building markets, disseminating market information and knowledge, encouraging adoption and ensuring compliance through our regulatory functions.

Annual Operational Plan

Our Annual Operational Plan 2022-23  (AOP) is the halfway point in our Strategic Plan 2020–25. Since the Strategic Plan was approved in June 2020, the operating environment within which Australian grape and wine businesses operate has significantly changed. 

These changes have been a result of various challenges including the imposition of deposit tariffs on Australian wine to mainland China, COVID-19 (including the global shipping crisis), rapid change in consumer preferences and an increasing focus on sustainable practices.

In developing this AOP, we consulted with our customers and our representative organisation Australian Grape & Wine to assess our priority areas in response to the unprecedented changes to the sector’s operating environment.

Under the umbrella of our five strategic plan pillars – which were confirmed as fit-for-purpose during our consultation – we have identified 10 priority areas for this AOP: marketing strategy refresh, consumer-based market insights, sector-wide sustainability plan, sector-wide digital and data plan, no- and low-alcohol wine investments, grape production and quality, grapevine breeding, supply chain profitability and optimisation, improving market transparency, and regional program and leadership.

Extension and adoption strategy

Our Extension and Adoption Strategy 2020-25 details the approach to extension and adoption activities from July 2020. The extension and adoption strategy is aligned with the Wine Australia Strategic Plan 2020–25. This strategy was developed as part of a review of Wine Australia’s investments in extension activities during 2019–20. The results are available in Strategic review of extension and adoption in the wine sector: Final report by Forest Hill Consulting. 



This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.

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This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.