Penfolds Wines
Penfolds Wines is a premium and luxury Australian winemaker founded in 1844, operating as a flagship brand of Treasury Wine Estates. It produces wines led by Grange, distributes direct-to-consumer via e-commerce and Magill Estate cellar doors, and serves collectors, gifting consumers, and hospitality venues globally.
- Company typePrivate
- Founded1844
- HeadquartersMagill, Australia
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Penfolds Wines does
Penfolds Wines is an Australian premium and luxury winemaker founded in 1844 in Adelaide, operating as a flagship brand and trading name of Treasury Wine Estates (ASX: TWE). The portfolio centers on Grange, first crafted by Max Schubert in 1951 and recognized with 37+ perfect critic scores over a ~75-year history, alongside core labels Bin 389, Bin 407, Bin 707, and St Henri. Sub-brands include Max's, single-region Collections (Australian Release, Californian Release, Barossa Valley, Coonawarra), the ultra-premium Grange La Chapelle collaboration with France's La Chapelle, and limited-edition artist SKUs (Troye Sivan, predecessor NIGO). The company sources fruit from Barossa Valley, McLaren Vale, Coonawarra, California, and Hermitage in France, and maintains U.S. operations through Napa Valley under TWE's umbrella of priority brands.
The business model combines multiple revenue streams: direct-to-consumer e-commerce (us.penfolds.com), a subscription-style wine club offering member-exclusive allocations of limited releases, and physical experiences at Magill Estate (cellar door, restaurant, kitchen). Distribution extends through retail supermarket partnerships, restaurant and hospitality channels, and exclusive invitational channels for ultra-premium SKUs. Pricing spans accessible tiers (Max's, Lunar New Year gifting series starting ~USD $138) to ultra-premium collectibles such as Grange La Chapelle 2022 at S$3,200 per 750ml. Go-to-market combines heritage storytelling with celebrity creative partnerships, Formula 1 sponsorship, and culinary-event activations targeting luxury collectors, gifting consumers, and fine-dining venues.
Strategically, Penfolds has been designated as one of 10 priority "Power Brands" within Treasury Wine Estates' portfolio restructuring, expected to drive the majority of group net sales revenue. The brand continues high-profile creative collaborations, geographic expansion into Southeast Asia and Hong Kong, and multi-channel experiential investment. Parent TWE is navigating material financial pressures, reporting a near-USD 650 million net loss for H1 FY2026 and executing a USD 100 million annual cost-reduction program (TWE Ascent), which constrains near-term upside despite the brand's strategic priority status.
Penfolds Wines firmographics
Firmographics- Name
- Penfolds Wines
- Legal name
- Penfolds
- Website
- https://penfolds.com
- Company type
- Private
- Founded year
- 1844
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Penfolds Wines is a premium and luxury Australian winemaker founded in 1844, operating as a flagship brand of Treasury Wine Estates. It produces wines led by Grange, distributes direct-to-consumer via e-commerce and Magill Estate cellar doors, and serves collectors, gifting consumers, and hospitality venues globally.
- Ownership category
- akta.pro rank
Penfolds Wines industry classification
Industry- Product category
- Premium Wines
- NAICS
- Wineries (31213), Beer, Wine, and Liquor Retailers (445320)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Wine & Sparkling Wine Wineries & Brands (CRADAIAB)
- akta.pro secondary industries
- Wineries & Vineyards (Tasting Rooms) (THAFALAE), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Premium, Rare & Collectible Alcohol Retail (Fine Wine/Spirits) (CRANAAAJ)
Keywords
Where Penfolds Wines is headquartered
LocationHeadquarters
- HQ city
- Magill
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Penfolds Wines business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Wine Product Sales: Penfolds generates primary revenue through direct sales of its wines including Grange, Bin 389, Bin 407, and other premium and luxury wine products through e-commerce and retail channels. Products range from everyday offerings to ultra-premium limited editions.
- Wine Club Membership: Subscription-style membership program offering exclusive benefits including access to limited-edition wines, event invitations, member-only offers, and preferential pricing on wines.
- Dining Experiences: Revenue from Magill Estate Kitchen and Magill Estate Restaurant, offering culinary experiences paired with Penfolds wines.
- Limited Edition Collaborations: Premium limited-edition wine collections through creative partnerships (e.g., Troye Sivan Bin 389, Grange La Chapelle) sold at premium price points as collectible gifts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Bin 389 Troye Sivan Limited Edition (750ml gift box) |
| Unit Pricing | Pay-as-you-go | Grange La Chapelle 2022 (750ml) |
| Unit Pricing | Pay-as-you-go | Lunar New Year Gifting Series |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Penfolds Wines product offering
Product offeringCore offering
Penfolds produces and sells premium and ultra-premium wines from multiple regions including Australia (Barossa Valley, McLaren Vale, Coonawarra), the USA, France, and China. The portfolio is led by the flagship Grange (first crafted by Max Schubert in 1951) and includes the Bin range (389, 407, 707), St Henri, Max's, limited-edition collaborations, and seasonal gifting collections. The company also operates direct-to-consumer channels including a wine club membership, e-commerce store, cellar door tastings at Magill Estate, and on-site dining at Magill Estate Kitchen and Restaurant.
Product overview
Penfolds Wines is a luxury Australian winemaker founded in Adelaide in 1844, operating as part of Treasury Wine Estates. The company crafts wines from across Australia, the USA, France, and China, organized into two primary offerings: a collection of premium and flagship wines led by Grange (the iconic flagship), Bin 389, Bin 407, Bin 707, and St Henri; and experiential offerings including Magill Estate Cellar Door tastings and fine dining at Magill Estate Kitchen and Restaurant. The portfolio also includes sub-brands such as Max's (named after Max Schubert), Limited Editions featuring artist collaborations (Troye Sivan, NIGO), the Grange La Chapelle collaboration with France's La Chapelle, Californian and Australian Release collections, and seasonal Lunar New Year and Gifting collections. Additional services include membership/wine club benefits, recorking clinics for aged wines, and events.
Differentiator
Problem solved
Functional benefit
Brands
- Grange: Penfolds' flagship wine, first crafted by Max Schubert in 1951. Celebrated with a 75th anniversary in 2026.
- Bin 389
- Bin 407
- Bin 707
- St Henri
- Max's
- Grange La Chapelle
- Superblend
Products and services
- Grange Penfolds' flagship wine, first crafted by Max Schubert in 1951, regarded as Australia's most celebrated wine with over 37 perfect scores from wine critics.
- Bin 389
Quantifiable outcome
- Grange has achieved over 37 perfect scores from wine critics over its 75-year history
- +1 more outcomes
Companies that use Penfolds Wines
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Penfolds Wines technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Penfolds Wines partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor, flagship and core.
- Meat & Livestock AustraliaminorJoint promotional campaign 'The Great Steak Escape Phuket Edition' running until March 2026 at 10 restaurants across Phuket, Thailand. Showcases premium Australian beef and lamb paired with Penfolds wines. Includes chef masterclasses led by MLA Ambassador Ian Kittichai.
- Troye SivanflagshipMulti-year creative partnership naming Troye Sivan as Penfolds' Creative Partner. First project is limited-edition Bin 389 Cabernet Sauvignon Shiraz (750ml gift box at AUD $120, 1.5L magnum limited to 20 pieces). Troye involved in full creative direction including label design, artwork with South Korean artist Rahee Yoon, and photography. Launched globally March 2026, Hong Kong May 2026.
- La Chapelle (France)coreCollaboration between Penfolds Grange (Australia) and La Chapelle (France) producing Grange La Chapelle, a 50:50 blend of French Syrah from Hill of Hermitage and Australian Shiraz from Barossa Valley, McLaren Vale, and Coonawarra. Second release (2022 vintage) priced at S$3,200 per 750ml, available to personally invited global customers. Based on friendship between chief winemakers Peter Gago and Caroline Frey.
- Formula 1 Qatar Airways Australian Grand Prix 2026corePenfolds announced as official partner of the Formula 1 Qatar Airways Australian Grand Prix 2026, gaining visibility with luxury lifestyle audience at a premier motorsport event.
- Florida International University Chaplin SchoolminorMulti-year scholarship partnership establishing the Penfolds Evermore Wine Studies Scholarship Fund for students pursuing wine industry careers. Covers in-state Florida tuition, educational study trips to Napa Valley, and internship opportunities at Penfolds. Two high-achieving students selected annually, part of FIU's Vidal-Duart Wine Studies Program.
- Reyes Beverage GroupcoreParent company Treasury Wine Estates finalized a distribution transition with Reyes Beverage Group across multiple U.S. states as part of supply chain optimization.
- NIGOcorePredecessor creative partner to Troye Sivan. Japanese streetwear designer NIGO collaborated on previous limited-edition collections with Penfolds before Troye Sivan's appointment.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Penfolds Wines competitors and assessment
Company assessmentBroad incumbents
- Pernod Ricard: Global wines and spirits group that owns Jacob's Creek and other wine brands competing with Penfolds in the Australian and international premium wine category, with shared global on-premise and retail distribution.
- Treasury Wine Estates (parent portfolio brands): Parent company of Penfolds, also owning luxury and premium brands such as Daou, Beaulieu Vineyard, Frank Family, and Stags' Leap. Comparable as a broad premium wine portfolio operator with overlapping distribution and customer segments.
- LVMH (Wines & Spirits division): Owns Moët & Chandon, Dom Pérignon, Krug, Château d'Yquem, and Newton. Comparable as a broad luxury wine/spirits incumbent that competes with Penfolds Grange in the ultra-premium global wine segment and benefits from similar HNW distribution.
- E&J Gallo Winery: World's largest family-owned winery with a portfolio spanning entry-level to premium California wines. Comparable as a large-scale wine producer with overlapping distribution and brand portfolio breadth, though positioned at lower price points than Penfolds.
- Constellation Brands: Large global wine and spirits operator with brands including Robert Mondavi, Kim Crawford, and Meiomi. Comparable as a broad premium wine portfolio company competing for the same US retail and on-premise customers as Penfolds.
Direct peers
- Henschke: Family-owned Australian premium winery best known for Hill of Grace Shiraz. Directly comparable to Penfolds as a heritage Australian fine-wine producer with single-vineyard icon wines commanding ultra-premium pricing and global collector demand.
- Torbreck: Barossa Valley-based premium Australian wine producer focused on Rhone-inspired Shiraz blends. Comparable to Penfolds in its Barossa sourcing, premium/ultra-premium price positioning, and global collector following.
- Yalumba: Australia's oldest family-owned winery (founded 1849), producing premium wines across multiple regions. Comparable to Penfolds as a multi-generational Australian premium wine brand with broad portfolio and cellar door heritage in the Barossa.
- Antinori: Italian premium wine dynasty producing Tignanello and Solaia. Comparable to Penfolds as a multi-century, multi-regional premium wine producer with flagship icon wines commanding global prestige pricing and critic acclaim.
Emerging players
- Jackson Family Wines: Premium California-focused family wine group with brands like Kendall-Jackson, Stonestreet, and Lokoya. Comparable to Penfolds' Californian Release sub-brand in terms of California sourcing and premium price positioning, and competes for similar US luxury wine consumers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Penfolds Wines social profiles
Digital presencePenfolds Wines financial estimates
Financial estimateRevenue estimate
Valuation estimate
Penfolds Wines leadership team
Management profileNumber of profiles
Profiles2 records
Penfolds Wines funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Penfolds 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 Penfolds Wines
What does Penfolds Wines do?
Penfolds produces and sells premium and ultra-premium wines from multiple regions including Australia (Barossa Valley, McLaren Vale, Coonawarra), the USA, France, and China. The portfolio is led by the flagship Grange (first crafted by Max Schubert in 1951) and includes the Bin range (389, 407, 707), St Henri, Max's, limited-edition collaborations, and seasonal gifting collections. The company also operates direct-to-consumer channels including a wine club membership, e-commerce store, cellar door tastings at Magill Estate, and on-site dining at Magill Estate Kitchen and Restaurant.
Is Penfolds Wines a public or private company?
Penfolds Wines is a private company. It is classified as corporate owned and is currently operating.
When was Penfolds Wines founded?
Penfolds Wines was founded in 1844. It employs 51 to 100 people.
Where is Penfolds Wines based?
Penfolds Wines is headquartered in Magill, Australia, in the Oceania region.
How does Penfolds Wines make money?
Four revenue lines are on record. Wine Product Sales are the primary driver. The others are wine Club Membership, dining Experiences and limited Edition Collaborations.
Who are Penfolds Wines's main competitors?
Broad incumbents on record are Pernod Ricard, Treasury Wine Estates (parent portfolio brands), LVMH (Wines & Spirits division), E&J Gallo Winery and Constellation Brands. Direct peers are Henschke, Torbreck, Yalumba and Antinori. Jackson Family Wines is listed as an emerging player.
Does Penfolds Wines have an API?
No public API is recorded for Penfolds Wines.
What industry is Penfolds Wines in?
Penfolds Wines's product category is Premium Wines. Its primary akta.pro industry code is CRADAIAB, Wine & Sparkling Wine Wineries & Brands, with a secondary code of THAFALAE, Wineries & Vineyards (Tasting Rooms). Its NAICS code is 31213 and its SIC code is 2080.