One Grape & Wine Sector Plan

Resetting the path to Vision 2050

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

Its objective is to help the sector take action to improve profitability and resilience by identifying the priorities areas where the sector has said it wants investment and collaboration to be made until 2030.

The One Grape & Wine Sector Plan is a collective effort. It aims to help align the plans across our organisations and find opportunities to collaborate across the sector.

Building on the success of our past

In 2020, the sector mapped the path to a profitable, productive, resilient and sustainable future by 2050. The sector’s ambitions were reflected in the sector document Vision 2050.

Sector success challenged by headwinds

Since then, we’ve been subjected to ongoing challenges that have pushed the sector off course. Without a change of direction, achieving the goals of Vision 2050 will be extremely difficult. With pressure mounting and profitability declining, the sector called for action and Australian Grape & Wine and Wine Australia joined with state and regional associations on an Australia-wide consultation along our value chain to develop an industry strategy.

Collaborative sector response to recalibrate path to success

The intent of the One Grape & Wine Sector Plan is to rechart the course towards the ambitions within Vision 2050.

The extensive feedback from the draft has been incorporated into the final Plan. It articulates the sector’s priorities, and outlines clear actions to be taken by all parts of the sector to achieve individual, business and sector success.

The sector priorities are captured in six themes:

1. our place & product
2. our markets
3. our consumers, customers & community
4. our sustainability
5. our people
6. our systems & infrastructure.

 Commitment and action will determine our success

Success is not guaranteed. More than ever, success is dependent on commitment and action by all, embracing innovation, new approaches and practices, to forge a new path for the sector.

Recognising the different roles we all play, Australian Grape & Wine and Wine Australia have highlighted the actions we have committed to take and have recommended actions that the sector can take to support collective progress.

What the plan seeks to achieve

The One Grape & Wine Sector Plan is centred around the key priorities that the sector identified for action. 

1. Balance supply and demand – address the supply–demand imbalance strategically, aligning production to demand, informed by market insights.
2. Innovation and profitability – focus investment in areas to deliver greatest impact, and encourage the adoption of innovative practices to enhance quality, efficiency, and profitability
3. Diversify and intensify international markets – expand and strengthen the quality, value, image and global presence of Australian wine internationally.
4. Grow the domestic market – improve the market presence of Australian wine, aligning product to meet consumer demand.
5. Diversity of people – draw on the breadth of experience, expertise and perspectives within the sector to strengthen decisions, and enhance sector success.
6. Embrace sustainability – foster sustainable practices to enhance business profitability and ensure long-term environmental and economic viability.
7. Fit for purpose funding model – review the sector’s funding models to ensure it is fit for the sector’s needs in 2024 and beyond.
8. Safeguard wine’s social licence – proactively engage with government and communities, countering negative perceptions.

How the plan aims to deliver for the sector

Measurable results and accountability – the Plan includes clear milestones and regular progress reports to ensure accountability and demonstrate progress. It details specific actions already commenced or committed to Australian Grape & Wine and Wine Australia.

Clear vision and strategy – the Plan is a collaborative strategy – developed by the sector for the sector – with a clear action plan to reset the pathway to Vision 2050.

Leadership and collaboration – the Plan responds to feedback for stronger leadership from sector organisations, emphasising collaboration and commitment from all players to drive collective action and overcome current challenges.

Guidance and tangible actions – the Plan recommends specific actions to be taken for all individuals, businesses, and organisations to address immediate and long-term challenges, ensuring tangible results.

Collective responsibility – we all have a vital role to play. Achieving the goals of Vision 2050 and the Plan requires action, leadership, and support from all individuals, businesses, and organisations within the sector. The only way to recalibrate the sector towards the goals of Vision 2050, is for individual and collective action, now.

How does it differ from Australian Grape & Wine’s Strategic Plan for 2025–30?

The One Grape & Wine Sector Plan is an industry-wide plan, setting out where the sector will work together to achieve a collective vision.

Australian Grape & Wine’s strategic priorities will be driven through our annual operating plans (AOPs) and our Strategic Plan for 2025–30.

I have more questions 

Contact communications@wineaustralia.com or info@agw.org.au to learn more.