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, ensuring compliance through our regulatory functions and administering the Export and Regional Wine Support Package ($50m Package).


Annual Operational Plan

Our Annual Operational Plan 2020–21 details our planned activities, intended outcomes and measures of success for the first year of our Strategic Plan and the final year of in-market activities funded by the Australian Government’s $50m Package.

Over the next 12 months, we understand that the COVID-19 pandemic will continue to create challenges for the grape and wine sector. This Annual Operational Plan has been developed to address the current dynamic environment and retain the flexibility to help the sector meet new and emerging challenges. So that we can support grape and wine businesses, we have reduced our operational costs, moved to more cost-effective delivery of activities and we are drawing down on the reserves saved for a rainy day to maximise our investments in the sector’s priorities.

We haven’t changed what we do but we have adapted and changed how we do it, so that we can continue to provide our key services to support the sector. We are closely monitoring developments and will adapt and evolve our marketing, regulatory, research and adoption activities to manage risks while achieving the best return for our stakeholders.

In 2020–21, we will continue to deliver activities through the $50m Package, after significant in-market activities were postponed as a result of COVID-19 and the Package was extended to 30 June 2021. This extension allows us to respond effectively to market disruptions and deliver targeted and impactful initiatives this year.


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.