Wine Victoria
Wine Victoria is the legislated peak body for the Victorian wine industry, representing grape growers, winemakers, regional associations, and trade via advocacy, export programs, sustainability extension, and the annual Drink Victorian trade tasting in Melbourne.
- Company typePrivate
- Founded2011
- HeadquartersMelbourne, Australia
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Wine Victoria does
Wine Victoria (legally the Victorian Wine Industry Association, ABN 25 484 327 174) is the legislated peak body for the Victorian wine industry, founded in 2011 and headquartered at 470 St Kilda Road, Melbourne. It represents Victorian grape growers, winemakers, the 21 regional wine associations, and emerging industry leaders, providing advocacy to the Victorian Government and national bodies through Australian Grape & Wine membership. Core activities span advocacy, trade development, sustainability extension, regional field days, and capability building.
The organization delivers programs across four pillars: (1) international trade programs covering USA, UK, China, Singapore, Vietnam, South Korea, and Japan (including the A$4.25M 2023-26 Export Program funded by Global Victoria, the A$4.5M Victorian Government export program extended into 2026, and the A$2.28M US Market Strategy), with delivery partners Wine Australia, Agriculture Victoria, Vinexpo Asia, ProWein, Vic House Shanghai, Provi and Wine.com; (2) the Greater Victoria Regional Program, an extension and adoption initiative delivering annual field days (e.g., Mornington Peninsula, Macedon Ranges, Yarra Valley, Rutherglen) and technical workshops; (3) the Innovation and Sustainability Program supporting Sustainable Winegrowing Australia certification; and (4) industry events, communications, and leadership programs, including the Drink Victorian trade tasting at Marvel Stadium (1,000+ trade buyers, 240+ producers) and The Victorian Wine Exchange Podcast.
Wine Victoria's revenue model combines tiered membership fees (from A$265 for small growers to A$13,250+ for the largest producers, plus regional association and corporate tiers at A$3K/A$6K/A$10K), annual event unit fees (e.g., A$350/producer at Drink Victorian, A$40pp field days), and government grants channelled through program delivery. The organization turns every A$1 of membership fees into A$16 of program value, delivering A$3,605,000 in FY25 program value on a lean 1-10 person staff. Technology footprint is conventional digital infrastructure (Shopify-based website, email marketing, podcast distribution, webinar tools); there is no proprietary software or AI-driven product.
Wine Victoria firmographics
Firmographics- Name
- Wine Victoria
- Legal name
- Victorian Wine Industry Association (Wine Victoria)
- Website
- https://winevictoria.org.au
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Wine Victoria is the legislated peak body for the Victorian wine industry, representing grape growers, winemakers, regional associations, and trade via advocacy, export programs, sustainability extension, and the annual Drink Victorian trade tasting in Melbourne.
- Ownership category
- akta.pro rank
Wine Victoria industry classification
Industry- Product category
- Wine Industry Association Services
- NAICS
- Wineries (31213)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Wine Production & Winemaking (AFAFAAAB)
- akta.pro secondary industry
- Wine & Sparkling Wine Wineries & Brands (CRADAIAB)
Keywords
Where Wine Victoria is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Wine Victoria business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Membership Fees: Annual membership fees based on producer size (tonnes crushed), grower status, or regional association tier. Fee structure ranges from $265 for small growers to $13,250+ for large producers. Wine Victoria leverages membership fees to unlock government funding at 16x multiplier for programs.
- Corporate Memberships: Gold ($10,000), Silver ($6,000), and Bronze ($3,000) corporate membership tiers offering logo placement, event invitations, EDM features, and webinar access to supporters.
- Government Grants and Program Funding: Victorian Government ($4.5M export program, $400K for Grape and Wine Development Lead), Wine Australia Regional Program funding, and Disaster Recovery Funding Arrangements for bushfire response. The organization turns every $1 in membership fees into $16 of program value through funding leverage.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Full Member - Wine Producers (by size) |
| Subscription | Annual | Full Member - Grape Grower |
| Subscription | Annual | Full Member - Wine Region Association |
| Subscription | Annual | Associate Member - Individual |
| Subscription | Annual | Corporate Membership Tiers |
| Unit Pricing | One time/ perpetual license | Drink Victorian Industry Tasting |
| Unit Pricing | One time/ perpetual license | Field Day Events |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels9 records
Wine Victoria product offering
Product offeringCore offering
Wine Victoria is the legislated peak body representing the Victorian wine industry, providing advocacy to government, export market development programs, sustainable winegrowing support, regional extension and field days, trade tastings, leadership development, and policy input on liquor licensing and regulations. It serves Victorian grape growers, winemakers, and regional wine associations through tiered memberships and government-funded program delivery.
Product overview
Wine Victoria operates as an industry membership organization offering a portfolio of programs and services rather than a unified software product. Core offerings include the Victorian Wine Export Program for international market development, the Greater Victoria Regional Program for technical extension and adoption, and the Innovation and Sustainability Program supporting sustainable winegrowing practices. Additional services include the Drink Victorian Industry Tasting for domestic trade connections, The Victorian Wine Exchange Podcast for industry communication, Rootlings for next-generation leadership development, and market-specific export programs for North America, East Asia, and Southeast Asia. The organization also provides sustainability support through its Sustainability & Innovation Lead role.
Differentiator
Problem solved
Functional benefit
Products and services
- Victorian Wine Export Program A $4.25M program (2023-26) supporting new and established Victorian wine exporters in entering and expanding into priority markets including USA, UK, China, Singapore, Vietnam, South Korea and Japan through trade missions, market activations, and trade engagement activities. Available to Victorian wine producers as members of Wine Victoria.
- Greater Victoria Regional Program Extension and adoption initiatives delivered across regional Victoria, helping growers and winemakers translate research, innovation and practical insights into improved business performance through annual field days and technical workshops.
- Innovation and Sustainability Program Program supporting Victorian grapegrowers and winemakers in adopting sustainable practices through Sustainable Winegrowing Australia (SWA), providing resources, education sessions, certification support, and field demonstrations on sustainable viticulture.
- Drink Victorian Industry Tasting Large-scale trade tasting event connecting Victorian wine, beer, cider, and spirits producers directly with hospitality professionals, buyers, venue operators and retail decision-makers to increase presence in Victorian hospitality and retail venues. Held annually at Marvel Stadium.
- The Victorian Wine Exchange Podcast Podcast featuring in-depth conversations on the Victorian wine industry, exploring challenges and opportunities, key programs and initiatives, and connecting with industry leaders shaping the future of Victorian wine. Available on Spotify and Apple Podcasts.
- Rootlings Victorian Chapter Next generation wine professionals network providing networking, mentoring and development opportunities to build confidence, fresh thinking and long-term capability for young people in the Victorian wine industry.
- Sustainability & Innovation Lead Services Extension and adoption support connecting national research and tools with practical application for Victorian grape growers and winemakers, delivering the Regional Program and acting as a conduit into national initiatives including the National Advisor Network and Wine Australia Discussion Groups.
- Southeast Asia & East Asia Export Program Export program supporting Victorian wineries in markets including Japan and Southeast Asia through Australian Wine Roadshow participation, trade tastings, educational masterclasses, and capability-building support.
- North America Market Activation Market development strategy supporting Victorian wineries in the USA and Canada through trade tastings, masterclasses, retailer partnerships, and media engagement activities, with support from US-based Market Development Manager.
- Regional Field Days Annual field days across Victorian wine regions delivering technical education, sustainability training, and peer networking for growers and winemakers, priced at $40 per person plus GST.
Quantifiable outcome
- $10.8 billion economic contribution in 2025 (up 14%)
- +5 more outcomes
Companies that use Wine Victoria
Customer profileNamed customers14 records
Segments5 records
Ideal customer profiles4 records
Wine Victoria technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Wine Victoria partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- Global VictoriacoreGlobal Victoria is the primary funding and collaboration partner for the $4.25M Victorian Wine Export Program 2023-26. The partnership supports outbound trade missions, in-market amplification, media engagement, and trade famils to priority markets including USA, UK, China, Singapore, Vietnam, South Korea, and Japan. Global Victoria also funds Vic House showroom in Shanghai.
- Wine AustraliacoreNational partnership for Regional Program delivery, extension and adoption strategy, Next Crop leadership program, and market development. Wine Australia provides levy-matched funding for research and innovation, export data, and national marketing campaigns like 'We make a wine for that'.
- Agriculture VictoriacoreGovernment partner for the Victorian Wine Strategy 2025-2030, biosecurity preparedness, bushfire response planning, and the $400,000 Grape and Wine Development Lead role. Provides regulatory guidance and supports policy advocacy.
- Blue NRGminor100% Australian owned energy retailer offering Wine Victoria members competitive energy rates, group discounts, and sustainability solutions including solar power through UNIfied. Provides energy insights tools and dedicated Business Relationship Managers.
- Bunnings TrademinorTrade partnership offering Wine Victoria members access to Bunnings Trade Pass with savings on 8,000+ wine-related products.
- Australia PostminorPartnership providing Wine Victoria members with preferential pricing on Australia Post services.
- FinlaysonsminorLegal firm partnership delivering Wine Roadshow seminars on wine business topics. Wine Victoria members receive $50 discount on retail ticket price for events in Yarra Valley and Rutherglen.
- RMCGminorConsulting firm commissioned by Wine Victoria to prepare the annual Victorian Wine Industry Economic Scorecard, providing independent economic impact analysis.
- Vinexpo AsiacoreInternational wine trade fair partnership for Vinexpo Asia Hong Kong, providing Victorian wineries with exhibition opportunities and trade buyer access across Asia-Pacific.
- 21 Victorian Wine Region AssociationscoreNetwork of regional associations including Yarra Valley, Mornington Peninsula, King Valley, Geelong, Rutherglen, Grampians, Macedon Ranges, and others. These regional bodies connect Wine Victoria with local growers and winemakers and participate in Technical Committee and regional forums.
- Wine.comminorUS-based online wine retailer partnership for promotional program to increase ranging of Victorian wines and run marketing campaigns in the US market.
- ProviminorMarketing campaign partnership with Provi - the largest online marketplace for beverage alcohol - to promote Victorian wines to US trade professionals.
- Visit VictoriacoreState tourism body partnership supporting wine tourism promotion, Visit Victoria 2030 forums, marketing excellence programs, and Australian Tourism Data Warehouse (ATDW) listings for cellar doors.
Scale indicators14 records
Recent moves7 records
Expansion highlights6 records
Wine Victoria competitors and assessment
Company assessmentDirect peers
- New Zealand Winegrowers: New Zealand's national wine industry association. International direct peer providing advocacy, sustainability programmes (Sustainable Winegrowing NZ), research funding, and export market development across a comparable producer base.
- Wine Australia: Statutory authority that supports research, marketing, and regulation for the Australian wine sector. Direct peer in funding regional programs, market development, and sustainability certification (e.g., Sustainable Winegrowing Australia) that Wine Victoria also delivers.
- Washington State Wine Commission: Statutory commission supporting Washington wine producers through marketing, research, and education. A U.S. state-level peer with similar producer representation, export program delivery, and sustainability focus to Wine Victoria's model.
- California Wine Institute: The leading public policy advocacy group for the California wine industry. International direct peer with comparable legislative advocacy, sustainability programmes, and international market development functions to Wine Victoria.
- Oregon Wine Board: State agency supporting Oregon's wine industry through research, marketing, and education. Comparable state-level peer with regulatory mandate, member services, and export market development functions.
- Australian Grape & Wine: The national peak body for the Australian grape and wine sector. Direct peer to Wine Victoria at the federal level, with overlapping advocacy, policy, and industry representation functions across all major Australian producing states including Victoria.
- NSW Wine Industry Association: Peak body for the New South Wales wine industry. Direct state-level peer providing advocacy, member services, and program delivery to NSW grape growers and wine producers using a similar model to Wine Victoria.
- Wines of Western Australia: Industry association representing Western Australian wine producers. State-level peak body with comparable advocacy, export, and event delivery functions to Wine Victoria's playbook.
- South Australian Wine Industry Association (SAWIA): South Australia's state-level wine industry peak body. Direct peer providing advocacy, member services, and government-funded programs on behalf of South Australian grape growers and winemakers - the closest analogue to Wine Victoria in another major Australian wine state.
- Wine Tasmania: Tasmania's peak wine industry body. State-level direct peer supporting Tasmanian grape growers and winemakers through advocacy, events, and export programs structurally analogous to Wine Victoria.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Wine Victoria social profiles
Digital presenceWine Victoria financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wine Victoria leadership team
Management profileNumber of profiles
Profiles11 records
Wine Victoria funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wine Victoria M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wine Victoria
What does Wine Victoria do?
Wine Victoria is the legislated peak body representing the Victorian wine industry, providing advocacy to government, export market development programs, sustainable winegrowing support, regional extension and field days, trade tastings, leadership development, and policy input on liquor licensing and regulations. It serves Victorian grape growers, winemakers, and regional wine associations through tiered memberships and government-funded program delivery.
Is Wine Victoria a public or private company?
Wine Victoria is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Wine Victoria founded?
Wine Victoria was founded in 2011. It employs 1 to 10 people.
Where is Wine Victoria based?
Wine Victoria is headquartered in Melbourne, Australia, in the Oceania region.
How does Wine Victoria make money?
Three revenue lines are on record. Membership Fees are the primary driver. The others are corporate Memberships and government Grants and Program Funding.
Who are Wine Victoria's main competitors?
Direct peers on record are New Zealand Winegrowers, Wine Australia, Washington State Wine Commission, California Wine Institute, Oregon Wine Board, Australian Grape & Wine, NSW Wine Industry Association, Wines of Western Australia, South Australian Wine Industry Association (SAWIA) and Wine Tasmania.
Does Wine Victoria have an API?
No public API is recorded for Wine Victoria.
What industry is Wine Victoria in?
Wine Victoria's product category is Wine Industry Association Services. Its primary akta.pro industry code is AFAFAAAB, Wine Production & Winemaking, with a secondary code of CRADAIAB, Wine & Sparkling Wine Wineries & Brands. Its NAICS code is 31213 and its SIC code is 2080.