Earlier this month, we published an independent economic report that reminded us of our sector’s importance to the vitality of regional Australia. Grapegrowing, winemaking and wine tourism contributes $51.3 billion to the economy and supports more than 200,000 jobs, most of which are within regional communities.
People are behind every glass of wine – growers, cellar hands, winemakers, marketers, distributors, and many more – and are the lifeblood of our great industry.
Through our conversations, I have heard directly from you about the impact of challenges over recent years. Market disruptions, shifting consumer trends, weather variability and global trade pressures have placed enormous strain on our businesses and our people. We are living through one of the most difficult operating environments in recent memory.
During these challenging times, our sector’s greatest strength is our sense of community. How we support and treat one another matters enormously. Compassion and respect underpin our resilience and ability to adapt. By treating colleagues, neighbours, and industry peers with respect and compassion, we create a culture of trust and foster open conversations.
Our sector was built on the shoulders of visionary growers, pioneering winemakers, innovative marketers, and community leaders who placed Australian wine on the world stage. Their passion and skill shaped our identity and reputation, and we acknowledge and respect those contributions. At the same time, the environment we face today demands evolution. Balancing recognition of our heritage while embracing innovation is not always easy, but it is essential if we are to remain relevant and build a sector that thrives for generations to come.
It is natural that there will be different opinions on the best path forward. We each bring different experiences, priorities, and perspectives and this diversity is a strength when channelled through constructive debate. Increasingly, however, the tone of our discourse has shifted. Where healthy debate once united, it now too often divides. Instead of cooperation and collaboration, conflict is becoming too common. This shift not only undermines morale, but risks fracturing the trust that is essential for collective recovery.
The grape and wine sector – and the people who dedicate their lives to this industry – deserve to be treated with respect. Respectful dialogue is not about glossing over hard truths – it’s about addressing them in ways that build bridges, not walls. To belittle is easy; to unite is harder, but infinitely more valuable.
Let us strive to disagree agreeably – listening as much as we speak, seeking to understand before seeking to persuade, and showing kindness even when our opinions diverge.
Here at Wine Australia, we are trying to drive a culture that has a strong commitment to being customer first, ensuring everything we do is guided by the needs of the grape and wine community we serve. This means listening carefully to growers, winemakers, exporters, government and trade partners, and delivering services, investments, activities, insights, and regulatory functions within our prescribed role that support your success.
We have an equal focus on respectful behaviour. Respect is fundamental – not only as a matter of professional courtesy, but as a foundation for collaboration, resilience and wellbeing. We know that the pressures facing the sector can generate frustration and stress. At all times, our staff treat colleagues, stakeholders, and partners with dignity, compassion and fairness in all our interactions.
Together, these values – customer first and respectful behaviour – aspire to create a culture where Wine Australia delivers its statutory functions while fostering strong, positive relationships across the grape and wine sector. They underpin how we bring people together to unify on actions at a time when collaboration and empathy are more important than ever.
I see every day how hard our team works – often behind the scenes – to support people and businesses across our industry. They do so with professionalism, dedication, and genuine care for the sector’s future. I ask that our staff are shown the same respect and kindness that they extend to others, as we work with you on solutions that benefit the entire industry. Constructive feedback is always welcome and essential to progress, and together we can ensure that the Australian grape and wine sector is united, resilient and ready to embrace new possibilities.
Our sector’s future – like its storied history – will not be shaped by one idea, one voice, or one organisation alone. It will be built collectively, across regions, roles, and viewpoints, by people committed to a thriving, sustainable, and respected Australian grape and wine industry.
The road ahead will require creativity, compromise, and collaboration. We will not always agree on the solutions, but we can agree on how we treat one another – with respect, empathy and integrity.