Victoria’s Wine Industry Achieves Record $10.8 Billion Economic Impact in 2025

Victoria’s wine industry reached a record economic contribution of $10.8 billion in 2025, according to the latest Victorian Wine Industry Economic Scorecard commissioned by Wine Victoria and prepared by RMCG. This figure marks a 14% increase from the previous year, highlighting the sector’s growing importance as a regional economic driver. The industry now supports 17,178 jobs across the state, representing a 25% rise over the past two years.

Wine Victoria Chair Dan Sims said that despite recent challenges faced by the wine sector, the 2025 results show the positive impact and structural significance of wine production in Victoria. Domestic wine sales climbed by 54% over two years to reach $664 million, with the average domestic value per liter hitting a record $7.99. Export sales also saw significant growth, rising 80% over two years to $465 million. This export growth was attributed to renewed momentum in China and expanded engagement in markets such as Singapore and Canada.

Sims noted that strong growth in both domestic and export markets reflects the effectiveness of targeted market investments and strategic initiatives. The largest regional contributors to Victoria’s wine economy in 2025 were Murray Darling – Swan Hill VIC and Mornington Peninsula, each generating $1.7 billion. Mornington Peninsula’s contribution increased by 54.5%. Other major regions included Yarra Valley at $1.5 billion, Geelong at $1.05 billion (up 20.7%), and King Valley at $940.8 million. Together, these five regions accounted for about 65% of Victoria’s total wine economic output.

Additional growth was reported in Gippsland, Grampians, Macedon Ranges, and Goulburn Valley. Stephanie Duboudin, CEO of Wine Victoria, emphasized that the industry’s impact extends beyond vineyards to support regional communities, tourism operators, hospitality venues, logistics providers, and thousands of jobs statewide. She described wine as having a significant multiplier effect on regional economies and community sustainability.

Regional wine tourism expenditure increased by 13.5% to $2.69 billion in 2025, with visitor nights reaching 17 million—a rise of 26%. International visitors contributed $1.4 billion, making up more than half of total tourism spending related to wine. Total wine sales across all channels reached $1.13 billion, while the overall economic contribution per tonne rose to $39,070.

Wine Victoria pointed out that these results align with findings from Endeavour Group’s ‘State of the Grapes’ report, which identified Victoria as a leader in attracting new wine shoppers and engaging Gen-Z consumers. The continued expansion of both domestic and international markets suggests that Victoria’s wine industry is well positioned for further growth and remains central to the state’s regional economic strength.