As the voice of Victorian wine, Wine Victoria supports wineries through advocacy, programs, and industry leadership. They engaged Brunch to create a podcast that could inform, connect, and support the sector with practical, credible conversations designed for people working in the industry every day.

Wine Victoria came to Brunch with a clear brief. They wanted to create a podcast for the Victorian wine industry.

The aim was to host informed, practical conversations about the issues shaping the sector, including trade and export, sustainability, leadership, innovation, and government programs. The podcast needed to feature the people doing the work, from industry leaders and program leads to decision-makers across the state, and reflect the depth of activity happening across Victorian wine.

Just as importantly, it needed to feel credible and considered. Well-produced, easy to engage with, and designed to become a reliable source of information that wineries could return to over time.

We developed and launched The Victorian Wine Exchange, an industry podcast built around thoughtful, accessible conversations.

Our role covered the full lifecycle of the project, from shaping the concept and name through to production, content planning, and rollout. We worked closely with the Wine Victoria team to ensure each episode was grounded in real industry issues and delivered in a way that felt clear, relevant, and worthwhile for winery audiences.

Alongside the podcast, we designed and built a dedicated webpage to house episodes and supporting content. This gave the series a clear home within the Wine Victoria site and made it easy for members to discover, listen, and share episodes.

• Podcast naming and positioning
• Podcast production and episode development
• Content planning and editorial structure
• Visual identity and creative direction
• Webpage design and build
• Supporting content for rollout and promotion

Since launching in mid 2024, The Victorian Wine Exchange has established itself as a steady and trusted podcast for the Victorian wine community.

• 1,018 all-time downloads
• 75% of listeners based in Australia, with growing international reach
• Top listening platforms: Apple Podcasts and Spotify
• Most listened episode: Navigating Consumer Trends and Innovation with Andrew Shedden of Endeavour Group (328 downloads)
  

With six episodes released to date, the podcast has attracted listeners across Australia, the United States, the UK, and Europe, and continues to grow steadily.

Wine Victoria now has a podcast it owns. A clear, consistent channel for sharing insights, elevating industry voices, and supporting its members with content that’s relevant, and built to last.