Wine Victoria came into existence in late 2011, succeeding the Victorian Wine Industry Association. As the primary representative body for the Victorian wine industry, its primary objective is to advocate for the Victoria wine region producers, by addressing pertinent issues with the Victorian government.
When necessary, the association extends its support to Australian Grape and Wine at the national level. The core mission is to ensure the industry's sustainable growth, while also establishing the necessary economic, community, and policy frameworks to bolster the well-being of its members. To achieve this, Wine Victoria develops a comprehensive three-year strategic plan during each election cycle, which undergoes annual updates. The plan is meticulously crafted through engagement with industry stakeholders and government representatives at both state and federal levels.