The three-year package was announced by deputy prime minister Barnaby Joyce, and is based on a business plan drawn up by several winemakers’ bodies.
It will consist of four programmes designed to promote Australian wine tourism, while at the same time driving demand for exports.
Australian Vignerons, the Winemakers’ Federation of Australia and Wine Australia worked in consultation with the country’s grape and wine sector to develop the first programme.
Brian Walsh, Wine Australia’s chairman, said a nine-member marketing advisory group will help launch the first programme under the support package.
“The first programme will focus on the American and Chinese markets. It will aim to grow demand for our wine exports and showcase Australia’s wine tourism offering. We will continue to work with Tourism Australia to leverage opportunities,” Walsh said.
The budget for this component represents an eight-fold increase on current investment in these markets.
Approval has already been given to begin marketing activities this year, which will include events at Australian Wine Week in San Fransico and New York.
“Wine Australia will be spending the next few months developing materials for the capability and capacity building portions of the second programme, with a view to delivering the first workshops, forums and online tools early next year,” Walsh added.
Consultation with industry on the draft guidelines for the grants schemes for the second and third programmes is expected to start soon.
The aim for the second programme is to create export-ready businesses by building the capacity of grape and wine businesses to capture export and tourism opportunities.
The third will capture growth in wine regions by offering state-based and competitive grants to develop wine tourism experience to attract international tourists.
And the fourth will transform cider businesses by building knowledge of potential export markets and developing improved understanding for accessing these markets.