On Sunday, the state government launched a new initiative to assist Wine Tasmania grow the state’s name in the industry. 

Wine Tasmania chief executive Sheralee Davis said the sector contributes $115 million annually to the state’s economy. 

“It has experienced strong and steady growth over many years, across vineyards, wineries and cellar door and wine tourism offerings”, she said.

“The Tasmanian wine sector has deliberately focused on growing demand for our high quality wines, which has generated growth in wine supply. This has contributed to Tasmania’s position as one of the highest value wine regions, and it is critical that we continue to drive global demand for Tasmania’s wines.”

Wine Tasmania will use the funding to undertake a promotional program to grow the presence and reputation of Tasmania and its wine in key markets.

The primary focus will be on the important United Kingdom, USA, Hong Kong and domestic markets, with a secondary focus on broader Asia, specifically Japan and Singapore.

It will also support Tasmanian wine producers to explore and grow alternative markets, including export and the direct to consumers.

Primary Industries Minister Sarah Courtney said the latest figures showed the 2018 season was the largest grape harvest to date with about 16,280 tonnes harvested. 

“The wine industry is well on its way to reach its targeted growth of 1.5 million cases of wine by 2020, a trebling of wine production since 2013 and is playing a pivotal role as we work towards our vision to grow the annual farm gate value of Tasmania’s agricultural sector to $10 billion by 2050,” Ms Courtney said.

“This wine project is just one part of how we are working with agricultural stakeholders to deliver the $4 million, four year, agricultural industry development and farmers extension program which is targeting eight key industry sectors also including red meat, dairy, fruit and vegetables, organics, honey, hemp and wool.”

Ms Davis said the domestic market would continue to be to a major focus for the promotional activities because that is where 95 per cent of produce was sold. The $600,000 will be distributed over four years. 

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