Brokenwood
Brokenwood Wines is an Australian premium winery producing multi-regional Shiraz, Semillon, and other wines from a Hunter Valley base, selling via a 4,000+ member wine club, Pokolbin cellar door with The Wood Restaurant, corporate events, and six-country international distribution.
- Company typePrivate
- Founded1970
- HeadquartersPokolbin, Australia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Brokenwood does
Brokenwood Wines is an Australian premium wine producer founded in 1970 in Pokolbin, Hunter Valley (NSW), best known for its flagship Graveyard Vineyard Shiraz (1st Classified in Langton's Classification) and ILR Reserve Semillon. The company's portfolio is built around multi-regional sourcing — drawing from owned and managed Hunter Valley vineyards (Graveyard, Oakey Creek, Tallawanta, Mistress Block, Verona), McLaren Vale, Beechworth, Margaret River, and Tumbarumba — and is anchored by Sustainable Winegrowing Australia-certified viticulture. The business blends DTC, wine tourism, and wholesale revenue mechanics: 4,000+ wine club members across three tiers, a destination Pokolbin cellar door with structured tasting experiences ($25 to $1,320 per head), The Wood Restaurant, Terrace Wine Bar, corporate events, and named international distribution in six countries. Awards and trade recognition (2026 Halliday Winery of the Year, RAS President's Medal, 99-point Shiraz scores, Best in Show at Decanter) anchor its premium positioning alongside peers such as Penfolds Grange and Henschke Hill of Grace. Ownership is private (Brokenwood Wines Pty Ltd); the founding shareholders, leadership under CEO Geoff Krieger, and Chief Winemaker Stuart Hordern (multi-time Hunter Valley Legends Winemaker of the Year) drive an offensive strategy emphasizing brand prestige, sustainable heritage, and high-margin experiential DTC channels.
Brokenwood firmographics
Firmographics- Name
- Brokenwood
- Legal name
- Brokenwood Wines Pty Ltd
- Website
- https://brokenwood.com.au
- Company type
- Private
- Founded year
- 1970
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Brokenwood Wines is an Australian premium winery producing multi-regional Shiraz, Semillon, and other wines from a Hunter Valley base, selling via a 4,000+ member wine club, Pokolbin cellar door with The Wood Restaurant, corporate events, and six-country international distribution.
- Ownership category
- akta.pro rank
Brokenwood industry classification
Industry- Product category
- Premium Wines
- NAICS
- Wineries (312130), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482), Grape Vineyards (111332)
- SIC
- 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)
Keywords
Where Brokenwood is headquartered
LocationHeadquarters
- HQ city
- Pokolbin
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Brokenwood business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Direct Wine Sales (DTC): Direct-to-consumer wine sales through online shop, cellar door, and wine club. Includes varietal wines, single vineyard wines, flagship wines (Graveyard Vineyard Shiraz, ILR Reserve Semillon, HBA Shiraz), and sustainable wines.
- Wine Club Memberships: Three tiers: Cru Club (12.5% discount, 2+ dozen/year), Single Vineyard Club (17.5% discount, 3+ dozen/year), Corporate Club (15% company-wide discount). Wine club grown from 300 to over 4,000 members.
- Restaurant & Dining: The Wood Restaurant (lunch Friday-Tuesday) and Terrace Wine Bar (open 7 days) at cellar door. Award-winning restaurant featuring seasonal local produce paired with Brokenwood wines. 15% surcharge on Sundays and public holidays.
- Wine Tasting Experiences: Cellar door tasting experiences ranging from $25 Taste Experience to $1,320 Soil to Cellar Experience. Includes Match Experience ($75), Cellar to Table ($300), Icons of the Hunter collaboration ($320).
- Functions & Events: Corporate events, private dining, team-building activities, and venue hire across multiple spaces (Cru Bar + Pantry, private dining rooms, outdoor terrace, cellar door). Function guide available.
- International Distribution: Wholesale distribution through national distributor (Samuel Smith & Son) and international distributors in Canada, UK, USA, New Zealand, Japan, and Maldives.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Taste Experience - $25 per person |
| Unit Pricing | Pay-as-you-go | Match Experience - $75 per person |
| Unit Pricing | Pay-as-you-go | Cellar to Table Experience - $300 per person |
| Unit Pricing | Pay-as-you-go | Icons of the Hunter - $320 per person |
| Unit Pricing | Pay-as-you-go | Soil to Cellar Experience - $1,320 per person |
| Unit Pricing | Pay-as-you-go | The Wood Restaurant - Lunch |
| Subscription | Annual | Cru Club Membership |
| Subscription | Annual | Single Vineyard Club Membership |
| Subscription | Annual | Corporate Club Membership |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels6 records
Brokenwood product offering
Product offeringCore offering
Brokenwood is an Australian premium winery producing and selling a portfolio of wines (flagship Graveyard Vineyard Shiraz, ILR Reserve Semillon, HBA Shiraz, Cricket Pitch range, single vineyard wines) from owned and sustainably certified Hunter Valley vineyards and multi-regional sourcing. The company operates a destination cellar door with dining venues (The Wood Restaurant, Terrace Wine Bar), bookable wine tasting experiences, a three-tier Wine Club subscription program, and an on-site corporate/private functions business. International and national wholesale distribution is handled via named distributors.
Product overview
Brokenwood Wines is an Australian winery offering a portfolio of premium wines sourced from multiple regions including Hunter Valley, McLaren Vale, Beechworth, Margaret River, and Tumbarumba. The core product is the wine range featuring three flagship wines: Graveyard Vineyard Shiraz (1st Classified in Langton's Classification), ILR Reserve Semillon (aged white wine), and HBA Shiraz (regional blend). Supporting products include the Cricket Pitch range, single vineyard wines from owned and managed vineyards, and the popular Rosato style. The company operates a destination cellar door with multiple dining experiences (The Wood Restaurant, Terrace Wine Bar, Cru Bar + Pantry) and three-tiered wine club membership programs (Cru Club, Single Vineyard Club, Corporate Club) for direct-to-consumer engagement.
Differentiator
Problem solved
Functional benefit
Brands
- Graveyard Vineyard Shiraz: Flagship Shiraz wine from Graveyard Vineyard, planted in 1968, awarded 1st Classified in Langton's Classification
- ILR Reserve Semillon
- HBA Shiraz
- Cricket Pitch
- The Wood Restaurant
- Terrace Wine Bar
- Cru Bar + Pantry
- Cru Club
- Single Vineyard Club
- Corporate Club
Products and services
- Graveyard Vineyard Shiraz Brokenwood's flagship single vineyard Shiraz from the iconic Hunter Valley vineyard planted in 1968, recognized as Australia's only Langton's 1st Classified Shiraz from NSW.
- ILR Reserve Semillon Award-winning aged Hunter Valley Semillon named after Iain Leslie Riggs, released at six years of bottle age to showcase the variety's exceptional aging potential.
- HBA Shiraz Regional blend of Hunter Valley and McLaren Vale Shiraz, inspired by classic Australian blends from the 1940s-1960s.
- Cricket Pitch Range Multi-region varietal range including Cabernet Sauvignon, Merlot blend, Sauvignon Blanc, and Semillon white blend.
- The Wood Restaurant Award-winning on-site restaurant at the Hunter Valley cellar door featuring seasonal local produce and curated wine pairings led by Executive Chef Sam Alexander.
- Terrace Wine Bar Outdoor wine bar offering Brokenwood wines by the glass or bottle paired with seasonal share plates, open seven days.
- Cru Club Entry-level wine club requiring minimum 2 dozen varietal wines per year, offering 12.5% discount, complimentary freight, private tastings, and dining discounts.
- Single Vineyard Club Premium wine club requiring minimum 3 dozen single vineyard wines per year, offering 17.5% discount, pre-release access, museum wines, and VIP events.
- Corporate Club Business-focused wine club membership with no annual minimum spend, offering 15% company-wide discount, optional quarterly wine packs up to 35% off, and VIP experiences.
- Cellar Door Wine Tasting Experiences Range of bookable wine tasting experiences including Taste ($25/person), Match food pairing ($75/person), Cellar to Table ($300/person), Icons of the Hunter Valley ($320/person), and Soil to Cellar ($1,320/person).
- Sustainable Wines Curated selection of wines from SWA-certified vineyards highlighting Brokenwood's commitment to sustainable viticulture.
- Gift Vouchers Digital and physical gift vouchers for wine purchases, dining experiences, and wine tastings.
- 2025 Rosato Italian-inspired rosé made from Sangiovese and Nebbiolo grapes; 10th vintage release of the Rosato style, a pale coral wine with floral Turkish Delight aromatics.
Quantifiable outcome
- Wine Club membership grew from 300 to over 4,000 members
- +6 more outcomes
Companies that use Brokenwood
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Brokenwood technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Brokenwood partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, regional and minor.
- Samuel Smith & SoncoreNational distributor for Australia covering all states and territories. Head office located at 195 Grote Street, Adelaide SA 5000. Provides national distribution network for Brokenwood wines to retail and hospitality businesses throughout Australia.
- Cru Wine Merchants (Canada)regionalInternational distributor covering Ontario, Canada. Located at 2059 Niagara Stone Rd, Niagara-on-the-Lake, ON L0S 1J0. Contact: 226 203 5676.
- SIMDI Bonded Warehouse (Maldives)regionalInternational distributor covering the Maldives. Located at Manaam Building 8th Floor, Male'. Contact: 960 333 4430.
- Negociants NZ Ltd (New Zealand)regionalInternational distributor covering New Zealand. Located at Unit 2D, 95 Ascot Avenue, Greenlane, Auckland 1051. Contact: 64 9 531 5222.
- Old Bridge Cellars (USA)regionalInternational distributor covering United States. Located at 703 Jefferson Street, California Napa CA 94559. Contact: 1 707 258 9552.
- Bancroft Wines Ltd (UK)regionalInternational distributor covering United Kingdom. Located at 54 Bermondsey Street, London SE1 3UD. Contact: 44 0 20 7232 5450.
- Yamadasaketen (Japan)regionalInternational distributor covering Japan. Located at 116 Haoka, Takaoka-Shi, Toyama, 933-0958. Contact: +81-(0)766-23-4116.
- Brokenwood's Besties PartnersminorMember-only partnership program with local Hunter Valley businesses including Rydges Hunter Valley, Balloon Aloft, Ubika Spa, and EXP. Offers exclusive perks, upgrades and experiences for Brokenwood wine club members.
- Mount Pleasant Wines & Audrey WilkinsonminorCollaboration for 'Icons of the Hunter' experience - Ultimate Hunter Valley Wine Experience across three iconic wineries. Combined vineyard tours, history and winemaking processes.
- Chef Sam AlexandercoreExecutive Chef leading The Wood Restaurant with focus on open-fire cooking, bold flavour, and seasonal local produce. Previously at Yellow Billy Restaurant earning consecutive SMH Good Food Guide hats.
- Australian World Orchestra (AWO)minorFirst-ever AWO performance in Hunter Valley. Event pairing Australian World Orchestra musicians with Brokenwood wines and The Wood Restaurant. Saturday 12 September 2026.
Scale indicators10 records
Recent moves7 records
Expansion highlights6 records
Brokenwood competitors and assessment
Company assessmentBroad incumbents
- Yalumba: Multi-generational South Australian family winery with broad portfolio across multiple regions and export markets. Comparable premium positioning and DTC emphasis, but at significantly larger scale with broader distribution.
- Penfolds: Australia's flagship premium wine producer (Grange in Langton's 1st Classified). While much larger and globally scaled, it sits in the same trophy Shiraz tier as Brokenwood and sets the benchmark for Australian premium Shiraz pricing and collector demand.
- Henschke: Fifth-generation South Australian producer whose Hill of Grace sits alongside Brokenwood's Graveyard Vineyard Shiraz in Langton's 1st Classified tier. Direct trophy benchmark, but operates at larger scale across multiple regions with broader portfolio.
Direct peers
- Tyrrell's Wines: Iconic Hunter Valley family winery producing premium Semillon and Shiraz with multi-generational vineyard holdings. Most directly comparable Australian winery, also focused on Hunter Valley terroir expressions and trophy-level Shiraz/Semillon, with established cellar door and wine club.
- De Iuliis Wines: Hunter Valley premium Shiraz and Semillon producer with cellar door and wine club model. Comparable scale and premium positioning, with Brokenwood winemaker Kate Sturgess's previous employer.
- Best's Great Western: Historic Victorian winery with premium Shiraz and cellar door heritage. Compares on trophy Shiraz positioning and DTC cellar door model; Brokenwood's Nathan Hughes previously worked here as Assistant Winemaker.
- Audrey Wilkinson: Hunter Valley heritage winery and tourism destination participating alongside Brokenwood in the 'Icons of the Hunter' tasting experience. Comparable cellar door, restaurant, and premium tasting model with single vineyard focus in Pokolbin.
- Mount Pleasant Wines: Historic Hunter Valley estate with deep Semillon heritage, sharing cellar door experience focus and McWilliams ownership lineage. Direct competitor for Hunter Valley premium wine tourism and overlapping wine club audiences, including Brokenwood's own member Carlee Watson's previous employer.
- Lake's Folly: Boutique Hunter Valley estate with strong wine club following, known for premium Chardonnay and Cabernet. Closest comparable in wine club growth trajectory and DTC focus, with brokenwood's Carlee Watson previously Wine Club Coordinator there.
Regional players
- Vasse Felix: Premier Margaret River estate with strong cellar door and wine club model. Comparable premium DTC approach and multi-regional sourcing philosophy (Brokenwood sources from Margaret River), but anchored in Western Australia rather than competing directly in Hunter Valley.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Brokenwood social profiles
Digital presenceBrokenwood compliance and trust
Trust signalCompliance5 records
Brokenwood financial estimates
Financial estimateRevenue estimate
Valuation estimate
Brokenwood leadership team
Management profileNumber of profiles
Profiles8 records
Brokenwood subsidiaries and ownership
Company hierarchySubsidiaries1 record
Brokenwood funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Brokenwood 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 Brokenwood
What does Brokenwood do?
Brokenwood is an Australian premium winery producing and selling a portfolio of wines (flagship Graveyard Vineyard Shiraz, ILR Reserve Semillon, HBA Shiraz, Cricket Pitch range, single vineyard wines) from owned and sustainably certified Hunter Valley vineyards and multi-regional sourcing. The company operates a destination cellar door with dining venues (The Wood Restaurant, Terrace Wine Bar), bookable wine tasting experiences, a three-tier Wine Club subscription program, and an on-site corporate/private functions business. International and national wholesale distribution is handled via named distributors.
Is Brokenwood a public or private company?
Brokenwood is a private company. It is classified as management employee owned and is currently operating.
When was Brokenwood founded?
Brokenwood was founded in 1970. It employs 11 to 50 people.
Where is Brokenwood based?
Brokenwood is headquartered in Pokolbin, Australia, in the Oceania region.
How does Brokenwood make money?
Six revenue lines are on record. Direct Wine Sales (DTC) is the primary driver. The others are wine Club Memberships, restaurant & Dining, wine Tasting Experiences, functions & Events and international Distribution.
Who are Brokenwood's main competitors?
Broad incumbents on record are Yalumba, Penfolds and Henschke. Direct peers are Tyrrell's Wines, De Iuliis Wines, Best's Great Western, Audrey Wilkinson, Mount Pleasant Wines and Lake's Folly. Vasse Felix is listed as a regional player.
Does Brokenwood have an API?
No public API is recorded for Brokenwood.
What industry is Brokenwood in?
Brokenwood's product category is Premium Wines. 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 5180.