Lee McLean addresses the room at the launch of AGW and Wine Australia’s revised One Sector Plan. Photo: Meg Riley

By Meg Riley

After the draft of the One Grape & Wine Sector plan was released in January this year and met with varying levels of criticism, one through line was clear amongst the complaints: it was too vague.

Being a draft, both Wine Australia and Australian Grape & Wine were able to dismiss this criticism by reiterating that the feedback received was all part of the process, and that harsh critiques of a plan not yet in its final form were somewhat unnecessary.

Though arguably a valid defence, this then upped the stakes significantly for the release of the actual plan, which was due to be released in the middle of 2024.

The official plan was released on Friday morning, to a full room of producers, growers, and other industry members at the National Wine Centre in Adelaide.

Lee McLean, CEO of Australian Grape & Wine (AGW), fronted the crowd first, directly addressing the uncertain reception of the draft plan.

“That’s why you do a draft consultation,” said McLean.

“Part of our job in what is a really diverse industry, is to listen to those diverse views and try to strike consensus.”

The finished One Grape & Wine Sector Plan, which can be downloaded here, describes what Australian Grape & Wine and Wine Australia will do, and sets out what growers and producers can do to work towards the goals set out in the Vision 2050 document, McLean explained.

McLean also noted that the wine sector was a long way behind other industries in terms of available national data, something which the proposal of a national vineyard register seeks to tackle.

Dr Marin Cole, CEO of Wine Australia, was also vocally supportive of a national vineyard register.

“We don’t really know, at a national level, what’s in the ground, what’s coming online by variety by region, etc.,” said Dr Cole. He explained that having access to this type of data was essential for the nation to tackle the issue of oversupply.

The revised plan is careful to include direct action points for both Wine Australia and AGW to follow, as well as regional organisations, and producers and growers themselves.

What should matter more than the plan itself, McLean emphasised, is how it is implemented.

“Ultimately, in 10 years, we’re going to be judged on what we do,” said McLean.

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