Wine Victoria chair Dan Sims, Tahbilk Estate general manager Jo Nash, Victorian Agriculture Minister Ros Spence and Wine Victoria sustainability and innovation lead Hayley Purbrick.
Photo by
Simon Ruppert
A new strategy launched among the vines at Tahbilk Estate aims to boost regional jobs and growth in Victoria’s $9.5 billion wine sector.
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Victorian Agriculture Minister Ros Spence officially unveiled the five-year strategy to grow agriculture, boost innovation and create jobs that strengthen regional economies on Thursday, October 2.
“This strategy will safeguard Victoria’s world-class wine industry, support regional jobs and help our growers and winemakers thrive in a rapidly changing world,” she said.
The strategy was developed in partnership with industry through a steering committee, which included Wine Victoria chief executive Stephanie Duboudin and chair Dan Sims, following extensive consultation.
Reflecting the voices of growers, winemakers, regional associations and government, the strategy focuses on four pillars, including workforce development, improving the visitor experience, innovation and sustainability of the industry, and expanding domestic and international trade.
Victoria is home to Australia’s most diverse wine industry, with 21 unique wine regions and over 400 cellar doors — more than any other state — drawing visitors from across the country and the world.
Together, the industry supports more than 23,000 jobs across grape growing, winemaking, logistics, exports, hospitality and retail.
Over the past two financial years, the government, in partnership with Wine Victoria, has backed more than 170 wineries through programs that open doors to global trade and new opportunities.
Wine Victoria has appointed Hayley Purbrick, a fifth-generation family member at Tahbilk Winery near Nagambie, as sustainability and innovation lead tasked with overseeing the strategy’s actualisation.
Victorian Agriculture Minister Ros Spence was given a tour of Tahbilk Estate by its manager, Jo Nash.
Photo by
Simon Ruppert
Her position is jointly funded by the government and Wine Australia.
This ensures that benefits are felt across the supply chain, from growers and producers to retailers, restaurants and regional communities.
“I am thrilled to be joining Wine Victoria as innovation lead with the exciting job of implementing this new strategy — a vital step in ensuring our industry thrives sustainably for generations to come,” Ms Purbrick said.
Discussing the plan with Ms Spence at the launch, Mr Sims said the Victorian wine sector already supported 10,000 direct jobs and thousands of indirect jobs — with the new strategy aiming to boost both.
“Sustainability and innovation are key to that,” he said.
“And the fact that we have Hayley (Purbrick) here, who’s our innovation sustainability lead, is absolutely critical to this strategy.”
The government's Economic Growth Statement identifies trade as a crucial driver for boosting Victoria’s economic growth and the new $10 million Boosting Victorian Exports Package will help more businesses take their home-grown products to global markets.
Victoria’s primary producers and food manufacturers have delivered another year of record-breaking exports, leading the nation and hitting the state’s $20 billion target six years ahead of schedule.
Victoria was one of only two states to record growth in food and fibre export value in 2023-24.
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