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One Grape & Wine Sector Plan
Shared priorities and actions for a profitable, resilient and sustainable Australian grape and wine sector.
The One Grape & Wine Sector Plan sets out shared priorities and actions for Australia’s grape and wine sector to 2030, providing a pathway towards the longer-term ambitions of Vision 2050. Developed through consultation across the grape and wine value chain, the Plan focuses on the areas where coordinated action, investment and collaboration can help address sector challenges and opportunities.
A shared plan for the grape and wine sector
The One Grape & Wine Sector Plan sets out shared priorities and actions for Australia’s grape and wine sector to 2030 and provides a pathway towards the longer-term ambitions of Vision 2050.
The Plan was developed following Australia-wide consultation across the grape and wine value chain. It brings together the areas where businesses and organisations across the sector identified a need for action, investment and collaboration.
It provides a common framework to help organisations align their work, identify opportunities to collaborate and track progress against sector priorities.
Why the Plan was developed
In 2020, Vision 2050 set out long-term ambitions for a profitable, productive, resilient and sustainable Australian grape and wine sector.
Since then, changing economic, market and operating conditions have created significant challenges for businesses across the sector.
The One Grape & Wine Sector Plan was developed to respond to these challenges and reset the pathway towards Vision 2050. It focuses collective attention on the issues and opportunities identified as most important to the sector.
Six themes for collective action
The Plan groups the sector’s priorities and actions under six themes:
- Our place and product
- Our markets
- Our consumers, customers and community
- Our sustainability
- Our people
- Our systems and infrastructure
These themes provide a framework for businesses and organisations across the sector to understand where coordinated effort is needed and how different activities contribute to shared priorities.
Priority areas
Across the six themes, the Plan identifies eight priority areas:
Balance supply and demand
Address the supply-demand imbalance strategically, aligning production to demand and using market insights to inform decisions.
Innovation and profitability
Focus investment where it can have the greatest impact and support adoption of innovative practices that improve quality, efficiency and profitability.
Diversify and intensify international markets
Strengthen the quality, value, image and presence of Australian wine in international markets.
Grow the domestic market
Strengthen the presence of Australian wine in the domestic market and respond to consumer demand.
Diversity of people
Draw on a broad range of experience, expertise and perspectives to strengthen decisions and sector success.
Embrace sustainability
Support sustainable practices that contribute to business profitability and long-term environmental and economic viability.
Fit-for-purpose funding model
Review sector funding models to ensure they meet the sector’s needs.
Safeguard wine’s social licence
Engage with government and communities on issues affecting the sector and perceptions of wine.
Turning priorities into action
The Plan is intended to support action across the sector rather than prescribe the role of every business or organisation.
Different businesses and organisations contribute according to their responsibilities, expertise and circumstances. The Plan provides:
- shared direction, with priorities that can help align activity across the sector
- opportunities for collaboration, particularly where challenges require coordinated action
- practical actions, identifying ways individuals, businesses and organisations can contribute
- collective responsibility, recognising that progress depends on action across different parts of the sector
- measures and reporting, to support accountability and track progress.
Australian Grape & Wine and Wine Australia have identified actions within their respective roles, alongside actions that other parts of the sector can take to support collective progress.
Tracking progress
Progress against the Plan is shared with grape and wine businesses and stakeholders, including through state-based sector updates.
Download the latest available state progress information below
How the Plan relates to Wine Australia’s strategy
The One Grape & Wine Sector Plan is a sector-wide plan. It sets out shared priorities and actions for businesses and organisations across the Australian grape and wine sector.
Wine Australia’s Strategic Plan 2025–30 has a different role. It sets out how Wine Australia will deliver within its own responsibilities and functions.
Where priorities in the One Grape & Wine Sector Plan fall within Wine Australia’s remit, they can inform Wine Australia’s strategies, investments and Annual Operational Plans. Wine Australia’s customer engagement guidance also identifies progress against One Grape & Wine Sector Plan priorities as part of its ongoing corporate and strategic information for the sector.