Strategy and plans

Strategic Plan 2025-30

Wine Australia’s Strategic Plan 2025–30 sets out how we will invest to support a profitable, resilient and sustainable Australian grape and wine sector.

It responds to priorities identified by industry 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. 

The Strategic Plan explains how we will:

• invest in priorities that support sector success
• measure and report progress
• maintain accountability and transparency, and
• work with the sector, government and research partners.

Our Strategic Plan 2025–30 sets out how Wine Australia will contribute to priorities identified in the One Grape & Wine Sector Plan through our research and innovation, market development and regulatory functions.

The strategic priorities

Better information for business decisions

• improve information and tools that help the sector understand and balance supply and demand
• provide market and consumer insights to support informed decisions
• improve access to data and digital tools across the grape and wine value chain.

Research, innovation and practice change

• develop new vineyard practices, winemaking techniques, products and technologies
• strengthen the resilience of Australia’s grapevine supply base
• help grapegrowers and winemakers access and adopt useful research and innovation.

Sustainability and resilience

• support practical action to reduce emissions and improve environmental performance
• help businesses understand and respond to changing sustainability and ESG requirements
• support continuous improvement in sustainable grape growing and winemaking.

People and capability

• support leadership, mentoring and workforce development
• build skills and capability to help people across the sector adapt to change.

Markets and consumers

• diversify and strengthen Australian wine’s international markets
• build the perception and consumer appeal of Australian wine
• use market and consumer insights to better understand changing customer needs.

Market access and product integrity

• improve international market access
• maintain confidence in the integrity and quality of Australian wine
• make regulatory information and services easier for businesses to navigate.

What this means for grape and wine businesses

By 2030, Wine Australia’s strategy is intended to contribute to a sector where businesses have better access to:

• trusted data, information and tools to support business decisions
• research, innovation and technology that can be applied in vineyards and wineries
• information and tools to respond to climate, sustainability, biosecurity and production challenges
• practical support for adopting new knowledge and practices
• market and consumer insights to understand changing demand
• opportunities and activities that support Australian wine in domestic and international markets
• regulatory information and services that help businesses meet requirements and access export markets
• leadership, skills and capability development.

How we measure progress

Measures are tracked across programs and activities and include changes in:

• customer satisfaction
• the value businesses report from market development activities
• use and value of market insights and information
• awareness and adoption of relevant practices and technologies
• sector sentiment about the value and impact of research and innovation investment
• regulatory performance.

Our Annual Operational Plans provide further detail about the activities, investments and measures used to deliver the Strategic Plan.

Explore the Strategic Plan 2025-30

Annual Operational Plan 2026-27

The Annual Operational Plan 2026–27 details our intended investments and outlines our budget from levies, Australian Government matching funding and other sources to 30 June 2027. 

This is the second Annual Operational Plan under the Strategic Plan 2025–30. Its measures of success align with the Strategic Plan, with each strategy also showing how it supports the One Grape & Wine Sector Plan. 

Key investments in 2026–27

Wine Australia’s planned investments for the financial year span the grape and wine value chain, from grape production and winemaking to sales and export. They also include activities that support the sector more broadly through innovation, sustainability, leadership, market development and customer services.

Grape production

Key investments supporting grape production include:

• the Wine Australia National Germplasm Collection Program
• the Wine Industry Smoke Detector (WISD) tool
• circularity solutions for CCA posts
• sustainable management of climate change impacts, pests and diseases, and biosecurity threats
• the National Vineyard Register.

Wine production

Key investments supporting wine production include:

• wine process optimisation
• product innovation targeting wine quality and style.

Sales and export

Key investments supporting sales and export include:

• in-market representation in North America, the United Kingdom, Japan and China
• activities in China, Japan, Europe, North America and Southeast Asia, including signature events at Wine Paris and Vinexpo Asia in Hong Kong
• positive perception built through existing Australian Wine Discovered educational assets, third-party educators and the 2027 International Masters of Wine Symposium in Adelaide
• the Wine Tourism & Cellar Door Grant
• improvement and streamlining of regulatory processes through integrating, leveraging, improving and modernising existing systems.

Investments across the value chain

Other investments support businesses and activities across the grape and wine value chain, including:

• new vineyard practices and winemaking techniques so the sector can innovate and produce wines that resonate with consumers
• relevant consumer and market insights to support product development initiatives, such as lighter-lifestyle wines, and market activations
• changes to emissions since the release of the Emissions Reduction Roadmap
• support for improvements to the Sustainable Winegrowing Australia (SWA) program
• integration of SWA messaging into marketing activities
• regional and national mentor and leadership programs
• continuous improvement in extension and adoption efforts to facilitate practice change
• a refreshed and optimised Wine Australia website to improve customer engagement with services, resources, investments and activities
• AWRI Helpdesk, Dogbook and Information Services.

Read the Annual Operational Plan 2026–27

Extension and Adoption (E&A) Strategy 2025-30

Our Extension and Adoption (E&A) Strategy 2025–30 sets out a nationally coordinated and collaborative approach to extension and adoption from July 2025.  

The strategy supports the delivery of Wine Australia’s Strategic Plan 2025–30. It builds on the previous 2020–25 extension and adoption strategy and responds to recommendations from Wine Australia’s Independent Performance Review 2022. 

Its purpose is to help grapegrowers and winemakers access and apply relevant research, innovation, technology and practical solutions. 

Access the E&A Strategy 2025–30

Industry plan: One Grape & Wine Sector Plan

The One Grape & Wine Sector Plan lays out a set of priorities and actions to help the sector reset the course for future resilience to get back on track towards Vision 2050. 

The plan identifies the areas where the sector has called for investment and collaboration to 2030. It aims to help align plans across sector organisations and identify opportunities for collective action. 

Its priorities are grouped into six themes: 

• our place and product 
• our markets 
• our consumers, customers and community 
• our sustainability 
• our people, and 
• our systems and infrastructure. 

The plan was developed through Australia-wide consultation along the value chain. The consultation was led by Australian Grape & Wine and Wine Australia, working with state and regional associations 

Understand the One Grape & Wine Sector Plan priorities

How does it differ from Wine Australia's Strategic Plan? 

The One Grape & Wine Sector Plan is an industry-wide plan. It identifies priorities and areas where sector organisations can work together.   

Wine Australia’s Strategic Plan 2025–30 explains how Wine Australia will support the sector-plan priorities that fall within our responsibilities. Our Annual Operational Plans provide further detail about the activities, investments and measures we will use to deliver to those priorities.