Handpicked Wines

What Handpicked Wines does

Handpicked Wines is a privately held Australian wine producer and direct-to-consumer retailer headquartered in Sydney, operating six owned estate vineyards across four premium wine regions: Mornington Peninsula (Capella), Yarra Valley (Highbow Hill, Wombat Creek), Barossa Valley (Watunga Road), and Tasmania (Auburn Road, Native Point). The portfolio spans five wine ranges from entry-level Regional Selections at $29 per bottle to ultra-premium Numbered Series at $400 per bottle, with multiple varietals including Chardonnay, Pinot Noir, Shiraz, Cabernet Sauvignon, and sparkling wines, the last produced under the acquired House of Arras brand following the October 2023 purchase from Accolade Wines. The company is vertically integrated from grape to bottle, with NASAA organic certification across multiple vineyards and Sustainable Winegrowing Australia membership across all properties.

Revenue is generated through three channels: direct online wine sales via handpickedwines.com.au with Australia-wide delivery, a subscription wine club called The Vault delivering curated 12-bottle selections semi-annually with 20% member discount, and paid cellar door experiences at three physical locations (Pipers River Tasmania, Sydney CBD, and Melbourne). The company also runs a "Friends" email loyalty program offering 5% discount and access to new releases. The customer base is entirely direct-to-consumer individual buyers and a small hospitality segment, with no enterprise or large-trade accounts disclosed.

The business is led by founder and managing director William Dong, with chief winemaker Peter Dillon overseeing viticulture and a specialist team including senior viticulturist Ben Bussell focused on regenerative and organic practices. The company is privately held with no disclosed parent company, institutional investors, or public listing. Recent strategic activity includes the 2023 House of Arras acquisition, a three-year partnership with the Sydney Symphony Orchestra announced February 2024, and ongoing vineyard portfolio expansion.

Name

Handpicked Wines

Legal name

Handpicked Wines

Website

https://handpickedwines.com.au

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

Handpicked Wines is a privately held Australian wine producer and direct-to-consumer retailer operating six owned estate vineyards across Mornington Peninsula, Yarra Valley, Barossa Valley, and Tasmania, selling through DTC e-commerce, a subscription wine club, and three cellar doors.

Ownership category

akta.pro rank

Product category

Premium Wine Production and Direct-to-Consumer Wine Retail

NAICS

Wineries (312130), Grape Vineyards (111332), Beer, Wine, and Liquor Retailers (445320)

akta.pro primary industry

Wine Production & Winemaking (AFAFAAAB)

akta.pro secondary industries

Wine & Sparkling Wine Wineries & Brands (CRADAIAB), Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine Bars (THAFAEAF), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)

Keywords

• Premium Australian wines
• Single vineyard wines
• Wine club subscription
• Cellar door experiences
• Organic wine production

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices9 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Direct Wine Sales: E-commerce sales of wines across multiple price tiers from Regional Selections ($29) to Numbered Series ($400), including single bottles, packs, and gift cards
2. Wine Club Subscription (The Vault): Semi-annual subscription delivering 12 bottles twice yearly (November and May) with 20% discount and complimentary shipping
3. Cellar Door Experiences: Paid tasting experiences including Masterclass Vertical & Range Tasting and Tasmanian Explorer Tasting at the Tasmania cellar door location

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Handpicked Wines produces and sells premium Australian wines sourced from six owned vineyard estates across four major regions (Mornington Peninsula, Yarra Valley, Barossa Valley, and Tasmania). The portfolio spans five tiers — Regional Selections, Collection, Single Vineyard, Numbered Series, and Trial Batch — alongside the acquired House of Arras sparkling wine brand, the Vault wine club subscription, and cellar door tasting experiences.

Product overview

Handpicked Wines is an Australian wine company operating as a multi-tier wine producer and retailer. The company owns five distinct wine ranges: Regional Selections (entry-level, single-region wines), Collection (mid-tier from selected vineyards), Single Vineyard (premium single-site wines), Numbered Series (pinnacle limited-production wines), and Trial Batch (experimental Cellar Door exclusives). Wine varieties span Sparkling, White (Chardonnay, Pinot Grigio, Riesling), Rosé, Red (Pinot Noir, Shiraz, Cabernet Sauvignon, Grenache, Merlot, Nebbiolo, Nero d'Avola), and Fortified wines. The portfolio is sourced from company-owned vineyards across Australia's premier wine regions: Mornington Peninsula (Capella Vineyard), Yarra Valley (Highbow Hill, Wombat Creek), Barossa Valley (Watunga Road), and Tasmania (Auburn Road, Native Point). Additional offerings include The Vault subscription wine club and Cellar Door tasting experiences in Tasmania. In October 2023, Handpicked completed the acquisition of House of Arras sparkling wine brand from Accolade Wines.

Differentiator

Problem solved

Functional benefit

Brands

• House of Arras: Premium sparkling wine producer acquired from Accolade Wines, operating from Pipers River, Tasmania.

Products and services

• Regional Selections Entry-level wine range offering broad regional expression from single Australian wine regions at $29 per bottle, providing an accessible introduction to the Handpicked style.
• Collection Mid-tier wines made from selected vineyards within a single region, capturing micro-terroir and landscape diversity from cooler to warmer sites and valley floors to elevated slopes, priced $63-70 per bottle.
• Single Vineyard Premium wines from distinct vineyard sites showcasing character, seasonal nuance, and fine detail, with limited production priced at $90-100 per bottle for collectors seeking purity and precision from single sites.
• Numbered Series Pinnacle wines reflecting the pursuit of perfection, crafted only in exceptional vintages from the finest fruit parcels in extremely limited quantities at $400 per bottle with purchase limits, age-worthy and meticulously handcrafted.
• Trial Batch Experimental small batch wines providing freedom to showcase alternative grape varieties or use different winemaking techniques including ceramic, terracotta, or concrete egg-shaped fermenters, sold as a Cellar Door exclusive.
• NV Tasmania Sparkling Cuvée Premium sparkling wine crafted from 50% Chardonnay and 50% Pinot Noir sourced from the company's two Tasmanian vineyards in the Tamar Valley, aged on lees for 20 months with a fine mousse.
• The Vault Wine Club Wine subscription service offering 20% discount, free shipping on 12+ bottles, first access to new releases, access to museum wines, and invitations to exclusive winemaker-led events, delivering 12 bottles twice yearly in November and May.
• Cellar Door Experiences Tasmania cellar door experiences including the Handpicked Masterclass with vertical and range tasting, and the Tasmanian Explorer Tasting featuring award-winning House of Arras wines and Methode Traditionelle winemaking education, requiring online booking.
• House of Arras Premium sparkling wine brand acquired from Accolade Wines in October 2023, based in Pipers River Tasmania, recognized as Australia's premier sparkling wine producer with chief winemaker Ed Carr.

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Sydney Symphony OrchestracoreGTM or Marketing Partner · 28 February 2024Three-year partnership commencing 28 February 2024 bringing together two worlds of artistry — music and wine. The partnership celebrates shared values of creativity, excellence and connection. Handpicked joins as a sponsor for the 2024 season and beyond, creating elevated experiences in both the concert hall and vineyard.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Yalumba Wine Company: Australia's oldest family-owned winery with a broad multi-region portfolio including premium Barossa and Eden Valley sites, DTC, cellar doors, and a wine club. Closely analogous vertically integrated premium model.
• Henschke: Premium fifth-generation family-owned Barossa and Adelaide Hills producer with strong single-vineyard and trophy credentials. Comparable premium positioning, family ownership, and limited-production DTC model.
• Seppeltsfield Wines: Iconic Barossa Valley producer with deep estate holdings, premium single-vineyard wines, cellar-door experiences, and DTC. Comparable multi-region premium portfolio and estate-led experience model.
• Shaw + Smith: Family-owned premium Adelaide Hills producer with a multi-tier portfolio (entry to single-vineyard) and DTC focus. Highly comparable in scale, premium positioning, and DTC-led GTM motion.
• De Bortoli Wines: Multi-region Australian family-owned producer (Yarra Valley, Rutherglen, Hunter) with DTC, cellar doors, and a subscription-style wine club. Comparable vertically integrated premium-to-mid-tier portfolio.
• Brown Brothers: Australian family-owned multi-region producer (King Valley, Milawa) with DTC, cellar door, and a wide varietal portfolio including premium tiers. Closely comparable Australian family winery archetype.
• Jansz Tasmania: Pioneer of premium Tasmanian Méthode Traditionelle sparkling, now part of the Hill-Smith Family Wines group alongside Yalumba. Most direct competitor to Handpicked's newly acquired House of Arras sparkling vertical.
• Giant Steps Wine: Premium Yarra Valley-focused producer with single-vineyard and Applejack sites. Comparable in scale, premium positioning, and DTC/cellar-door-led distribution.

Broad incumbents

• Penfolds (Treasury Wine Estates): Australia's most prestigious premium wine brand with global distribution, deep capital, and trophy credibility. Anchors the premium price ceiling that Handpicked's Numbered Series benchmarks against.
• Domaine Chandon Australia: Moët Hennessy-owned premium sparkling producer in Australia's Greenstone/Yarra Valley with cellar-door experience. Comparable premium sparkling positioning to House of Arras under LVMH ownership umbrella.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights4 records

Customer concentration

• Facebookfacebook.com/Handpicked-Wines-727814637263522
• Instagraminstagram.com/handpickedwines
• Xx.com/handpickedwines
• LinkedInlinkedin.com/company/handpicked-wines

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Handpicked Wines