What Just Wines does

Just Wines is an Australian direct-to-consumer online alcohol retailer founded in 2012 and headquartered in Wetherill Park, New South Wales. The company operates a Shopify-based e-commerce storefront at justwines.com.au selling 6,000+ wines from 1,000+ Australian wineries across red, white, rosé, sparkling, mixed, organic, and premium categories, alongside spirits, beer, and a dedicated non-alcoholic (Zero%) collection. Just Wines serves individual Australian consumers through five identifiable segments: everyday wine drinkers, gift buyers, entertainment hosts, premium and collector buyers, and moderation/non-alcoholic consumers, with self-reported scale metrics of 20M+ bottles delivered, 58k+ verified reviews, and 100K+ newsletter subscribers, and a self-described position as Australia's second-largest online wine store.

The business model is transaction-based with no subscription component. Revenue is generated through unit-priced product sales spanning budget wines under $10 to premium and rare wines and spirits priced in the hundreds to thousands of dollars, supplemented by curated mixed-case bundles typically discounted 50-75% off recommended retail price. Customer acquisition is driven by promotional codes including a $20 first-order discount (FIRST20) and additional campaign codes, supported by email, SEO, an educational wine blog, and organic social channels (Facebook, Instagram, YouTube, X). Distribution is national, with same-day dispatch from a single Wetherill Park facility and 2-5 day delivery across all Australian states; free shipping is offered on orders exceeding $250. Checkout supports Visa, Mastercard, Amex, JCB, PayPal, Shop Pay, Google Pay, and Afterpay.

The corporate structure includes sister brands Sansdrinks (non-alcoholic), Brewquets (beer gift packs), Liquorloot (discount liquor), and Beer Cartel (craft beer), giving the group a multi-brand presence across adjacent alcohol verticals. The company is privately held with no disclosed institutional investors or funding rounds; leadership comprises CEO and founder Nitesh Bhatia. Technology is predominantly off-the-shelf Shopify with commodity payment integrations and no proprietary AI or data assets disclosed in the input data.

Name

Just Wines

Legal name

Just Wines Australia Pty Ltd

Website

https://justwines.com.au

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

Just Wines is an Australian direct-to-consumer online alcohol retailer operating a Shopify-based storefront selling 6,000+ wines from 1,000+ wineries, plus spirits, beer, and non-alcoholic drinks, to consumers across Australia via national delivery.

Ownership category

akta.pro rank

Product category

Online Wine Retail

NAICS

Beer, Wine, and Liquor Retailers (4453)

SIC

Retail-Food Stores (5400)

akta.pro primary industry

Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)

akta.pro secondary industry

Online Alcohol Retail & Ship-to-Consumer (CRANAAAG)

Keywords

• Online wine retail
• Wine e-commerce
• Alcoholic beverages retail
• Direct-to-consumer wine
• Mixed case bundles

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Product Sales - Wine, Beer, Spirits: Just Wines generates revenue through direct product sales of wines, beers, spirits, and non-alcoholic beverages. The company sells products at retail prices directly to consumers via its e-commerce platform, offering various price points from budget under-$10 bottles to premium wines and spirits costing hundreds or thousands of dollars. The business model relies on transaction-based sales with no subscription component.
2. Mixed Case Bundles: Just Wines offers curated mixed wine cases and bundles at discounted prices compared to individual bottle purchases, providing customers value while driving higher average order values through bundled packages.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Just Wines is an Australian direct-to-consumer e-commerce retailer that sells wines, beers, spirits, and non-alcoholic beverages online to consumers across Australia. The platform offers a catalog of more than 6,000 products from over 1,000 wineries, with curated mixed-case bundles, gift packs, advent calendars, and mystery wines alongside single-bottle sales. Orders are processed through a Shopify-powered website and delivered nationwide via same-day dispatch.

Product overview

Just Wines is an Australian online wine retailer operating as an e-commerce platform built on Shopify, offering wines from over 1000 wineries across Australia. The core product portfolio includes Red Wine, White Wine, Rosé Wine, Sparkling Wine, and Mixed Wine Packs as the primary categories. The business has expanded beyond its original wine-only focus to include complementary categories: Spirits (whisky, tequila, gin, rum, vodka), Beer, and Zero% non-alcoholic drinks. The platform features curated mixed case collections, gift packs for occasions like birthdays and Christmas, seasonal advent calendars, mystery/secret drop wines, and a premium wines collection with free shipping. Just Wines also operates several sister brands including Sansdrinks (non-alcoholic), Brewquets (gift bouquets), Liquorloot, and Beer Cartel, suggesting a portfolio approach to the online alcohol retail market.

Differentiator

Problem solved

Functional benefit

Products and services

• Red Wine Collection Range of Australian red wines including Shiraz, Cabernet Sauvignon, Pinot Noir, Merlot, Grenache, and red blends from over 1,000 wineries across Australian regions, sold online to Australian consumers for personal consumption.
• White Wine Collection Selection of Australian white wines including Chardonnay, Sauvignon Blanc, Pinot Gris/Grigio, Riesling, Moscato, and white blends from regions such as Adelaide Hills, Margaret River, and Clare Valley.
• Rosé Wine Collection Range of rosé wines including Provence-style, sparkling rosé, and Australian rosé styles from various regions.
• Sparkling Wine Collection Sparkling wines including Champagne, Prosecco, sparkling white, sparkling rosé, and sparkling reds from Australian and international producers.
• Mixed Wine Packs Curated mixed wine cases and packs including red-only, white-only, mixed red and white, and varietal-specific collections such as Shiraz mixed cases, Chardonnay mixed cases, and premium wine collections, offered at 50–75% off RRP.
• Organic Wine Collection Certified organic wines including organic reds, whites, and preservative-free options from Australian organic producers such as Farm Hand, No Evil, Yalumba, and Angove.
• Spirits Collection Premium spirits including whisky, tequila, gin, rum, and vodka from international and Australian producers.
• Zero% Non-Alcoholic Drinks Non-alcoholic alternatives including de-alcoholised wines, non-alcoholic beer, and non-alcoholic spirit substitutes for health-conscious or moderating consumers.
• Beer Collection Selection of craft and premium beers including Australian and international brands, sold online alongside the wine catalog.
• Gift Packs and Alcohol Gifts Wine and alcohol gift packs for occasions including birthdays, anniversaries, Christmas, Father's Day, and Valentine's Day, sold to individual and corporate gift buyers.
• Wine Advent Calendars Seasonal advent calendar products featuring curated wine selections, whisky advent calendars, and spirits advent calendars for the Christmas gifting period.
• Secret Drops / Mystery Wines Mystery wine products where the label is hidden, offering surprise selections at discounted prices for value-driven discovery buyers.
• Wine Clearance Sale Discounted wine products including end-of-line, overstocked, and promotional pricing across various wine styles.

Quantifiable outcome

• 20M+ bottles delivered to Australian consumers
• +3 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

Four partnerships are on record, tiered minor.

• SansdrinksminorOthersRelated brand under the Just Wines corporate umbrella offering non-alcoholic beverage alternatives.
• BrewquetsminorOthersRelated brand offering beer gift packs and beer subscriptions under the Just Wines corporate umbrella.
• LiquorlootminorOthersRelated brand under the Just Wines corporate umbrella offering liquor deals and discounted alcohol products.
• Beer CartelminorOthersRelated brand specializing in craft beer and beer gift packs, operated as part of the Just Wines corporate portfolio.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Wine.com.au: Australia's leading online wine retailer, offering a comparable DTC e-commerce experience with a large catalog of domestic and international wines, mixed cases, and promotional pricing. Most direct head-to-head competitor to Just Wines.
• Vinomofo: Australian-founded online wine retailer selling curated wines, mixed packs, and flash deals direct to consumers. Closely comparable business model to Just Wines with similar discount-driven acquisition and bundle mechanics.
• Cellarmasters / Langton's: Australian online wine club and retailer offering curated cases, cellar door exclusives, and premium wine subscriptions. Comparable in DTC online wine retail and use of mixed-case bundling, though with a stronger subscription orientation.

Broad incumbents

• Dan Murphy's: Australia's largest off-premise alcohol retailer, owned by Endeavour Group, with a national store network and a major online channel. Competes across price, range, and delivery, and dwarfs Just Wines in scale and buying power.
• First Choice Liquor: Coles-owned off-premise alcohol retail chain with a national store footprint and growing online channel. A broad incumbent in the same retail category, competing on price and convenience rather than wine-specialist depth.
• BWS (Beer, Wine, Spirits): Woolworths-owned off-premise alcohol banner with extensive physical reach and a national online offering. Overlaps with Just Wines in wine, beer, and spirits, though it is a generalist grocer-affiliated retailer rather than a wine specialist.
• Liquorland: Coles-affiliated off-premise alcohol banner with a national footprint and online presence. Comparable as a value-positioned off-premise alcohol retailer, though with a convenience-store orientation rather than a curated wine focus.

Emerging players

• Naked Wines: Online wine retailer that funds independent winemakers in exchange for exclusive wines sold direct to consumer. Comparable in DTC online wine distribution and exclusive-producer relationships, with a subscription-style funding model.

Regional players

• The Wine Society: Member-based wine buying group with an online ordering platform offering curated wines at member prices. Comparable in DTC online wine merchandising and curated case offerings, though primarily serves an Australian membership base.

Others

• Sansdrinks: Sister brand under the same corporate umbrella as Just Wines, focused on non-alcoholic wine, beer, and spirits. Comparable as a corporate sibling rather than a competitor, sharing customers and operational infrastructure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/justwines
• YouTubeyoutube.com/@JustWinesWetherillPark
• Facebookfacebook.com/justwines
• Instagraminstagram.com/justwinesaus

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Just Wines