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 innovation, building markets, disseminating market information and knowledge, encouraging adoption and ensuring compliance through our regulatory functions.
Strategic Plan 2025-30
Wine Australia’s Strategic Plan 2025–30 sets out a clear, focused roadmap for the next five years, shaped by the shared priorities of the One Grape & Wine Sector Plan, a unified vision built on extensive consultation, data and insights and an honest assessment of the challenges and opportunities before us.
The Australian grape and wine sector is operating in an increasingly complex global environment. This Strategic Plan responds with practical, actionable steps to deliver real results; unlocking market opportunities, building a more sustainable and resilient industry, and fostering greater innovation across the value chain.
This plan is our commitment to the sector. It defines how Wine Australia will deliver what matters most through measurable actions, clear accountability, and transparency of investment. Our Annual Operating Plans and reporting frameworks will track and communicate our progress.
Now is the time to deliver and we will do so by working hand-in-hand with the sector, government, and research partners, ensuring that our work is informed by insights, aligned with sector needs, and focused on impact.
Annual Operational Plan
Our Annual Operational Plan 2024–25 details our projected budget and intended investments to 30 June 2025.
Wine Australia empowers the sector’s success by:
- Investing in Research, Innovation, and Adoption to enhance global competitiveness
- Developing and promoting wine in markets to expand opportunities, and
- Safeguarding sector reputation and product integrity to uphold the sector’s reputation.
This is the final Annual Operational Plan under Wine Australia’s Strategic Plan 2020–25. The measures of success within this Annual Operational Plan report against the Strategic Plan. However, a guide to the alignment with the One Grape & Wine Sector Plan has been provided under each strategy.
Our new key investments are:
Extension and adoption strategy
Our Extension and Adoption (E&A) Strategy 2025-30 details a new nationally coordinated and highly collaborative approach to extension and adoption from July 2025. The strategy actively supports the delivery of the Wine Australia 2025-30 Strategic Plan by building on the successes of the preceding (2020-25) E&A strategy and responding to the recommendations arising from Wine Australia’s most recent Independent Performance Review.
Wine Australia welcomes collaboration in the delivery of this strategy, which aims to ensure that innovation, technology and solutions to production challenges experienced by the sector, get into the hands of grape growers and winemakers as quickly as possible. Please contact our National E&A Manager at Libby.Tedstone@wineaustralia.com to discuss.