Capability development

Consultation with the wine sector on existing export and tourism ‘readiness’ training services in Australia identified a need for specialised programs on wine export and wine tourism capability building.

Program 2a of the Australian Government’s $50 million Export and Regional Wine Support Package (the $50m Package) involves development and delivery of workshops, online resources and detailed market analysis to upskill regional wine producers and wineries, in terms of export readiness and developing wine tourism products and services.

A key objective of this program is for more than 30 wine producers to commence exports to China and/or other free trade (FTA) markets by 2019-20 after participating in the wine export workshops and seminars.

Program delivery

Wine Australia appointed peak industry body the Australian Tourism Export Council (ATEC) and Hydra Consulting to assist with the development of the wine tourism and export capability programs, including required modules, tools, templates and case studies. 

The programs are delivered face-to-face and online, through workshops, webinars and e-learning. Workshops and webinars commenced in October 2018 and the schedule for 2019 can be accessed via the links below.

Growing Wine Exports
Growing Wine Exports

Practical and hands-on, this skills development program is for new and experienced wine businesses looking to grow their exports or give their strategies a health-check. The program comprises a one-day ‘Export Ready Session’ delivered in wine regions and a two-day ‘Export Plan Workshop’ delivered in centralised locations (including CBD areas). An online learning component is also available for those who are unable to attend the more hands-on, face-to-face workshops.

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Growing Wine Tourism
Growing Wine Tourism

This program is for businesses wanting to take a more strategic approach to developing their wine tourism products and services for the inbound tourism market. It comprises three modules: ‘Laying the foundations’, ‘Setting up your wine tourism experiences’ and ‘Securing inbound business’. The modules are delivered through two-day regional workshops (covering all three modules) and interactive 90-minute webinars (covering ½ a module at a time).

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Barriers to export market study

A market study on the barriers to export will be used to inform the export market capability building program content and possibly identify other opportunities that can be addressed either through the $50m Package or by the sector more broadly.

Existing resources

Wine Australia’s market insights research provides knowledge and resources to promote more effective activities in established and emerging markets and an increased demand for Australian fine wine.

Here are some online resources to get you started:        


If you have any questions or can’t find the information you are looking for,
please contact 08 8228 2000 or growingwine@wineaustralia.com

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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.

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Non-levy payers/exporters
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