biosecurity support, within the national framework. This will help growers to grow grapes more suited to contemporary drinker preferences, improve vineyard and adapt to climate change impacts. Parts of the industry lack capability in key areas that will enable businesses to capture new opportunities to improve Climate change is having a major impact on grape growing and wine making. Consistent messaging is needed to enable regional tourism bodies to communicate the Victorian wine proposition. Industry collaboration and coordinated leadership is needed to deliver this strategy. Victorian wine lacks a clear context in international markets: shared messages and program delivery between the industry and the government is needed to support export development. The dialogue between industry and government needs to be strengthened to address regulatory burden and to address any policy challenges including health and taxation. Trade Develop and sustainable export markets. Global perceptions and export value of Victorian wines are raised through focused export development Lead Strengthen industry structure and coordination. Industry works together and with government to drive change 01 Adapt SUPPORT ADAPTATION TO A NEW INDUSTRY OPERATING ENVIRONMENT INDUSTRY CRITICAL CHALLENGES ADDRESSED The industry requires support to understand the challenges and opportunities associated with the new industry operating environment. Parts of the industry lack capability in key areas that will enable businesses to capture new opportunities to improve Climate change is having a major impact on grape growing and wine making. efficiency profitability.
OUTCOME Regional wine marketing is enhanced through shared resources, a clear vision and coordinated approach. “This business has survived because we diversified our income through investment in accommodation and dining experiences that enhance the value of our wine brand.” Alpine Valley Business Manager PROGRAMS LEAD 2.1 Explore opportunities for regional wine associations and Regional Tourism Boards to develop formal relationships to leverage the many opportunities set out in the Victorian Visitor Economy Strategy. Industry 2.2 Work with industry to develop Victorian wine messaging and integrate into relevant marketing and communication activities. Visit Victoria 2.3 Build on Victoria’s food and wine competitive strength through partnerships with Regional Tourism Boards, Tourism Australia, commercial travel industry/brand partners and media. Visit Victoria 2.4 Engage with Regional Tourism Boards, Wine Victoria and the Melbourne Food and Wine Festival to develop a program of year round regional food and wine events. Visit Victoria Industry 2.5 Collaborate with Regional Tourism Boards and industry to facilitate investment in food and wine tourism infrastructure and new experiences. Government (Regional Development Victoria) 2.6 Support individual wine businesses to improve their own infrastructure, product presentation, hospitality skills and visitor experience offering. Industry What’s Happening Now Wander Victoria The diversity and beauty of regional Victoria make the State an epicurean visitor’s playground. Wine and food messaging is a key feature of current marketing undertaken by Visit Victoria in domestic and international markets. Visit Victoria’s intrastate marketing campaign ‘Wander Victoria’ captures wine and food in core campaign elements. This $4.5 million campaign will be supported with further activity over the next two years aiming to inspire Melburnians to visit regional Victoria. The promotion of food and wine experiences continues to be a fundamental element of Visit Victoria’s regional marketing strategy. There is an opportunity to provide guidance to Regional Tourism Boards, industry associations and individual businesses to help align their activities to best leverage the regional marketing strategy. RATIONALE Victoria has many boutique wineries that depend on the higher margins of direct-to-consumer sales for their overall Visitation drives cellar door sales, wine club membership, repeat purchases and encourages brand loyalty. It is therefore essential that the wine industry aligns closely with the regional visitor industry to drive food and wine tourism and build awareness of Victoria’s wine styles, regions and diverse wine experiences. The Victorian tourism sector relies on strong wine tourism offerings and the Victorian Visitor Economy Strategy identifies wine and food tourism as key to regional