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Small state with big ambitions – interview with Wine Victoria’s CEO
Stephanie Duboudin, CEO of Wine Victoria, aims to grow the global demand for Victorian wines with a firm belief in transparency.
Victoria is the smallest mainland state in Australia but arguably the most diverse, with 21 recognised wine-producing regions. The state’s peak body for wine, Wine Victoria, was established in late 2011 as the successor to the Victorian Wine Industry Association to advocate for its members to address industry issues and challenges.
With more than 25 years of experience in the wine industry, Duboudin became a chair member of the association in November 2021 and took on the role of CEO of Wine Victoria in December 2022. During her tenure, she has advocated for the recognition of the small, diverse state on a global scale.
“Victoria has the most amount of regions and the most geographically and climatic differences than any other state in Australia. We pack an enormous amount in a small footprint, equivalent to one-third of the size of France. We are also the home of the greatest number of small winemakers, which makes our state quite nimble and adaptive regarding our winemaking and what we produce. There is a thriving alternative varietal scene in Victoria that has led to a culture of innovation and exploration,” said Duboudin.
“The quality and diversity of Victorian Chardonnay is pretty special. I think Chardonnay is really where the range of climatic conditions and soil types comes to the fore in our state. Victoria offers a wide range of wines, from minerally multi-layered Beechworth wines to the full-bodied versions in central Victoria, as well as the acidic and cool climate styles from the Mornington Peninsula and the Yarra Valley.”
In addition to a wide range of varieties and offerings, wine tourism in Victoria is an important revenue stream for producers. While the wine industry boasts an impressive AUD$9.5 billion economically to the country, tourism counts for AUD$2.7 billion, equal to 28% of the amount.
Meeting the global demand
The state is gaining significant recognition worldwide, with its largest export markets being China, Canada, the UK, the US, and Asia. With 37% of wine production exported, Victoria is witnessing growing demand in premium price categories and a 14% year-on-year value growth. Duboudin predicts continuing interest in key markets across Asia, North America and the UK.
“The UK is a market where many of our wineries want to hold their current position and increase sales in the more premium price points; that is where we see modest growth opportunities,” she stated. “In the UK, there is definitely increasing demand for Victorian Chardonnay, Pinot Noir and Pinot Gris.”
Duboudin believes Victoria has more to offer than the first impression: “It’s looking beyond what they might have first discovered with Australian wine – we are not the home of the big blockbuster stain your teeth reds. Our chair, Dan Sims, likes to say that Victoria delivers what Burgundy promises – outstanding Pinot Noir and Chardonnay at an accessible price point. Wonderful wines to enjoy at the dinner table.”
Recently, Duboudin travelled to the UK and France to gain insight into global trends and the growth opportunities of Victorian Wine.
She sees advocacy and transparency as key factors to success: “I was pleasantly surprised at the awareness of some of our niche regions such as Gippsland. I also think we need to talk more about what we are doing from a sustainability and ESG point of view. We aren’t as good at talking about it as we need to be; we are doing the work, and it’s essential that we convey to the trade and consumers exactly what we are doing and how. We are being innovative and adapting our practices to the changing climatic conditions, and it’s really crucial that we know how to communicate that.”
According to Duboudin, Victoria is seeing a significant movement towards adapting to sustainable practices, with a large uptake in Victorian wineries gaining the Sustainable Winegrowers of Australia certification. Wine Victoria also recently ran a programme that doubled the number of Victorian producers with the certification.
“In order to be successfully certified, wineries and growers must meet the programme standards and be audited and measured on their sustainable practices covering carbon emission reduction, environmental impact, waste and water management, and social responsibility,” said Duboudin. “The programme aims to protect the environment and enhance the future of the Australian wine industry by promoting excellence and benchmarks in sustainable practices. Over the last year, we have seen Victorian wineries record a 100% increase in certification of the programme.”
An open mind for future
Victoria is a haven for alternative grape varieties, including Alvarinho, Vermentino, Fiano, and Nero d’Avola. Climate change adaptation has partly driven this diversity, especially in the northern part of the state, where conditions are warmer and drier. Additionally, there is a thriving heritage of Italian varieties, such as Nebbiolo and Sangiovese, influenced by families who are descendants of Italian migrants from previous generations.
“I see us uniquely placed to provide wines to the ever-evolving global wine consumer,” said Duboudin. “We are seeing a movement from the consumer towards lighter style wines, cooler climate and lower alcohol. Victoria produces some of the country’s best cool climate wines, such as Pinot Noir, Chardonnay, and Shiraz, across many regions. I feel the awareness of what we do in this space is increasing and that in five to 10 years, the quality perception of wines from Victoria will be well placed. ”
“We are leaders in Australia in the alternative variety space, Victoria is the home of Australia’s alternative variety wine show in Mildura and there are many producers such as Chalmers and Pizzini who are leading lights in ensuring that the varieties they are growing are right for their piece of land and climate changes into the future,” she concluded.
For more information about Victorian wines, visit winevictoria.org.au.
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