Xanadu Wines
Xanadu Wines is a Margaret River, Western Australia winery producing premium wines across six sub-brand tiers and selling direct-to-consumer through cellar door, e-commerce, restaurant, wedding venue, and tiered wine club, owned by Rathbone Wine Group.
- Company typePrivate
- Founded1977
- HeadquartersMargaret River, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Xanadu Wines does
Xanadu Wines (legal entity Xanadu Pty Ltd) is a Margaret River, Western Australia winery producing and selling a portfolio of premium wines across six sub-brands: Circa 77 (entry-level, $22/bottle), Vinework (grower-focused, $30/bottle), Xanadu core range ($35-$45/bottle), Boodjidup Brook (single block, $60-$72/bottle), Stevens Road (single vineyard, $92-$110/bottle), and Reserve ($130-$140/bottle), plus specialty products including Fortified Shiraz and vertical gift packs. The company operates three estate vineyards—Lagan Estate (17ha), Boodjidup Estate (47ha), and Stevens Road Estate (24ha)—totaling approximately 88 hectares under vine, applying traditional winemaking techniques such as whole bunch pressing, wild yeast fermentation, French oak maturation, and lees stirring to express Margaret River terroir. Founded in 1977 by Dr John Lagan and acquired by Rathbone Wine Group Pty Ltd in 1999, the winery employs 11-50 staff and operates under liquor license No.6220086033.
The business is structured as a vertically integrated direct-to-consumer operation with five revenue streams: one-time wine sales via cellar door and online shop, recurring wine club subscriptions (The Cellar Collective with Silver/Gold/Platinum tiers at 15/20/25% discounts), restaurant dining ($75-$125pp set menus), wedding and event venue hire (packages from $19,000, capacity to 200 guests), and gift vouchers. Distribution is concentrated domestically within Australia with specific postcode-level delivery restrictions, and the company maintains no global footprint claim. Strategic leadership is anchored by CEO Darren Rathbone, Senior Winemaker Glenn Goodall (1999-present, three-time Winemaker of the Year), Winemaker Sophie Ward, Viticulturist Alex Miller, and Head Chef Andrea Gasparini. The company has accumulated over 100 trophies, sustained Langton's Classification for over a decade for the Reserve Cabernet Sauvignon, and was ranked #1 red wine in the world at the IWSC 2025 for the 2023 Cabernet Sauvignon.
Xanadu Wines firmographics
Firmographics- Name
- Xanadu Wines
- Legal name
- Xanadu Pty Ltd
- Website
- https://xanaduwines.com
- Company type
- Private
- Founded year
- 1977
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Xanadu Wines is a Margaret River, Western Australia winery producing premium wines across six sub-brand tiers and selling direct-to-consumer through cellar door, e-commerce, restaurant, wedding venue, and tiered wine club, owned by Rathbone Wine Group.
- Ownership category
- akta.pro rank
Xanadu Wines industry classification
Industry- Product category
- Winery and Premium Wine Production
- NAICS
- Wineries (312130), Grape Vineyards (111332)
- SIC
- Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Wine Production & Winemaking (AFAFAAAB)
- akta.pro secondary industries
- Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Wine & Sparkling Wine Wineries & Brands (CRADAIAB), Grape Growing & Canopy Management (In-Season Vineyard Operations) (AFAGAJAB), Wine Grape Vineyard Operations (Varietal/AVA Practices, Yield & Quality Targets) (AFAGAJAJ)
Keywords
Where Xanadu Wines is headquartered
LocationHeadquarters
- HQ city
- Margaret River
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Xanadu Wines business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales
Revenue model
- Direct Wine Sales: Direct-to-consumer wine sales through online shop and cellar door, including current releases, museum/vintage wines, and exclusive cellar door-only selections. Revenue generated per bottle across multiple price tiers from entry-level Circa 77 to premium Reserve and Stevens Road wines.
- Wine Club Subscriptions: The Cellar Collective subscription program with three tiers (Silver 15% off, Gold 20% off, Platinum 25% off) offering recurring wine deliveries with free delivery and exclusive member benefits.
- Restaurant Dining: On-site restaurant serving lunch Wednesday-Sunday with multi-course menus (2-course $75pp, 3-course $93pp, Chef's Tasting $125pp) featuring seasonal local produce paired with wines.
- Events and Weddings: Wedding and private event venue hire with inclusive packages starting from $19,000, plus function space bookings including Lagan Room private dining at $2,000 hire fee.
- Gift Vouchers: E-gift vouchers redeemable online, at cellar door, and restaurant, valid for 36 months, starting from $50.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Circa 77 Range - Entry level Margaret River wines |
| Unit Pricing | Pay-as-you-go | Xanadu Core Range - Heartland wines |
| Unit Pricing | Pay-as-you-go | Vinework Range - Seasonal vineyard expressions |
| Unit Pricing | Pay-as-you-go | Boodjidup Brook Range - Single block wines |
| Unit Pricing | Pay-as-you-go | Stevens Road Range - Single vineyard premium wines |
| Unit Pricing | Pay-as-you-go | Reserve Range - Best of vintage wines |
| Subscription | Annual | Wine Club - Silver Tier (12 bottles/year) |
| Subscription | Annual | Wine Club - Gold Tier (24 bottles/year) |
| Subscription | Annual | Wine Club - Platinum Tier (48 bottles/year) |
| Unit Pricing | Pay-as-you-go | Restaurant Dining |
| Unit Pricing | Pay-as-you-go | Cellar Door Tastings |
| Unit Pricing | Multi-year contract | Wedding Packages |
| Unit Pricing | Pay-as-you-go | Gift Vouchers |
| Subscription | Pay-as-you-go | Family Loyalty Program |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels6 records
Xanadu Wines product offering
Product offeringCore offering
Xanadu Wines is a Margaret River winery that produces, distributes, and sells a portfolio of premium Australian wines across multiple price tiers—from entry-level Circa 77 to ultra-premium Reserve and Stevens Road single-vineyard wines. The winery operates three estate vineyards totaling approximately 88 hectares and distributes primarily through direct-to-consumer channels including its cellar door, online shop, and tiered wine club subscriptions, complemented by an on-site restaurant and a wedding/event venue.
Product overview
Xanadu Wines is a Margaret River winery offering a portfolio of wine ranges and hospitality services. The core product is the Xanadu Range of Cabernet Sauvignon and Chardonnay wines, complemented by premium Reserve wines and single vineyard offerings from Stevens Road and Boodjidup Brook vineyards. Additional ranges include the entry-level Circa 77 wines (celebrating the 1977 founding) and the grower-focused Vinework wines. Specialty products include Fortified Shiraz and gift packs. Hospitality services encompass the Cellar Door tasting experience, an on-site restaurant, and wedding/event venue hire. The Wine Club (Cellar Collective) offers tiered membership with discounts and home delivery.
Differentiator
Problem solved
Functional benefit
Brands
- Xanadu: The heartland range capturing the true essence of Margaret River in each bottle
- Circa 77
- Vinework
- Boodjidup Brook
- Stevens Road
- Reserve
Products and services
- Xanadu Range
Quantifiable outcome
- 98 points and Trophy at International Wine & Spirits Competition 2025
- +3 more outcomes
Companies that use Xanadu Wines
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles5 records
Xanadu Wines technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature3 records
Xanadu Wines partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Sustainable Winegrowing AustraliacoreXanadu has been a certified member of Sustainable Winegrowing Australia since 2011. Certification involves implementing sustainable viticultural practices including water management, biodiversity initiatives, and environmental stewardship.
- Beyond the VinesminorPartnership with Beyond the Vines for 'The Xanadu Gourmet Chauffeur' offering door-to-door shared luxury transport from Margaret River and Prevelly for restaurant guests. Priced at $40 per person return for transport only.
- Cape to Cape TrackminorOngoing membership with local Cape to Cape track sees Xanadu frequently pruning, collecting litter and undertaking erosion control, bush rehabilitation and general upkeep along the track.
- Australia PostminorAll Australian orders are delivered via Australia Post. Delivery timeframes vary from 3-5 business days for West Australians to 5-10 business days for other states.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Xanadu Wines competitors and assessment
Company assessmentDirect peers
- Vasse Felix: Vasse Felix is Margaret River's founding winery (established 1967) with a comparable DTC model including cellar door, restaurant, and premium Cabernet/Chardonnay portfolio. It competes directly with Xanadu for trophies, tourism, and DTC subscribers in the same region.
- Moss Wood: Moss Wood is an iconic Margaret River boutique winery focused on Cabernet Sauvignon, Chardonnay, and ribbon vale vineyard expressions. It targets the same ultra-premium collector segment as Xanadu's Stevens Road and Reserve tiers.
- Cullen Wines: Cullen Wines is a Margaret River biodynamic estate with cellar door and restaurant. It directly competes with Xanadu on sustainability-led premium positioning and DTC experiences in the same region.
- Deep Woods Estate: Deep Woods Estate is a Margaret River winery with a multi-tier portfolio (Reserve to entry-level) and DTC channels. It competes with Xanadu's Circa 77, Core, and Reserve ranges for off-premise listings and consumer share.
- Leeuwin Estate: Leeuwin Estate is a Margaret River icon winery known for its Art Series Chardonnay, fine-dining restaurant, and on-site concert/events programming. It is a direct peer on premium Chardonnay positioning and estate hospitality experiences.
- Voyager Estate: Voyager Estate is a Margaret River premium winery with a restaurant, cellar door, weddings, and certified organic/biodynamic viticulture — overlapping directly with Xanadu on hospitality, sustainability positioning, and premium Cabernet/Chardonnay offering.
- Pierro: Pierro is a Margaret River family winery specializing in Chardonnay and Cabernet-based blends from the Wilyabrup subregion. It competes directly with Xanadu's premium Chardonnay and Reserve Cabernet ranges.
- Woodlands Wines: Woodlands is a Margaret River premium producer with single-vineyard Cabernet and Chardonnay releases. It targets the same collector and DTC subscriber audience as Xanadu's Stevens Road/Boodjidup Brook programs.
- Cape Mentelle: Cape Mentelle is a Margaret River premium winery (owned by LVMH/Moët Hennessy) with a cellar door and event hospitality. It competes with Xanadu for trophy recognition, DTC tourism, and premium Cabernet positioning.
- Yering Station: Yering Station is a Yarra Valley premium winery owned by Rathbone Wine Group (Xanadu's parent). It is a sister property within the same group and a direct functional peer across DTC wine, cellar door, restaurant, and weddings/events.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Xanadu Wines social profiles
Digital presenceXanadu Wines compliance and trust
Trust signalCompliance2 records
Xanadu Wines financial estimates
Financial estimateRevenue estimate
Valuation estimate
Xanadu Wines leadership team
Management profileNumber of profiles
Profiles6 records
Xanadu Wines funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Xanadu Wines M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Xanadu Wines
What does Xanadu Wines do?
Xanadu Wines is a Margaret River winery that produces, distributes, and sells a portfolio of premium Australian wines across multiple price tiers—from entry-level Circa 77 to ultra-premium Reserve and Stevens Road single-vineyard wines. The winery operates three estate vineyards totaling approximately 88 hectares and distributes primarily through direct-to-consumer channels including its cellar door, online shop, and tiered wine club subscriptions, complemented by an on-site restaurant and a wedding/event venue.
Is Xanadu Wines a public or private company?
Xanadu Wines is a private company. It is classified as family owned and is currently operating.
When was Xanadu Wines founded?
Xanadu Wines was founded in 1977. It employs 11 to 50 people.
Where is Xanadu Wines based?
Xanadu Wines is headquartered in Margaret River, Australia, in the Oceania region.
How does Xanadu Wines make money?
Five revenue lines are on record. Direct Wine Sales are the primary driver. The others are wine Club Subscriptions, restaurant Dining, events and Weddings and gift Vouchers.
Who are Xanadu Wines's main competitors?
Direct peers on record are Vasse Felix, Moss Wood, Cullen Wines, Deep Woods Estate, Leeuwin Estate, Voyager Estate, Pierro, Woodlands Wines, Cape Mentelle and Yering Station.
Does Xanadu Wines have an API?
No public API is recorded for Xanadu Wines.
What industry is Xanadu Wines in?
Xanadu Wines's product category is Winery and Premium Wine Production. Its primary akta.pro industry code is AFAFAAAB, Wine Production & Winemaking, with a secondary code of THAFALAE, Wineries & Vineyards (Tasting Rooms). Its NAICS code is 312130 and its SIC code is 2080.