Toasting the wine industry’s 30-year plan

By Jamie Salter

The Federal Government is toasting the launch of the Australian wine industry’s Vision 2050, to guide the sector’s focus and growth over the next three decades.

Federal Agriculture Minister David Littleproud joined Australian Grape and Wine chief executive officer Tony Battaglene to support the Vision 2050 launch.

“Here’s cheers to both Australian Grape and Wine and Wine Australia for mapping out a clear and exciting path to grow the sustainability and profitability of the Australian wine industry,” Mr Littleproud said.

“We produce the best wine in the world on the back of hard work, fantastic varieties and an innovative culture driving excellence from grape to consumer.”

Globally, Australia is the sixth largest producer and the fifth largest exporter of wine, with exports worth about $2.8 billion.

“But in an increasingly competitive marketplace with changing conditions, the industry realises it needs to be nimble to seize opportunities such as those that will emerge post-COVID-19,” Mr Littleproud said.

“Exports will be critical to profitability, and the Australian Government will pull all the trade market access levers necessary in support of industry’s efforts to be a $10 billion export powerhouse by 2050.”

Mr Littleproud said innovation was also key, with wine grape production requiring investment and change to respond to climatic challenges and become more resilient.

“The industry recognises that wine will be grown, produced, packaged and distributed in ways that are radically different in the 30 years and implementing Vision 2050 will provide the workforce, innovations and practices needed to achieve the industry’s 2050 targets,” he said.

“I applaud the industry for outlining clear goals about where it wants to be in 2050 with a clear road map on how to get there, and reaffirming its commitment to be a vital part of our regional and rural communities.”

Australia’s wine grape growers, winemakers and wine tourism operators aim to contribute $100 billion to the Australian economy in 2050.