Penfolds Wines

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.

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

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

• Premium Australian wines
• Luxury winemaking
• Wine collection
• Wine club membership
• Cellar door experiences

Headquarters

HQ city

Magill

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. 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.
3. Dining Experiences: Revenue from Magill Estate Kitchen and Magill Estate Restaurant, offering culinary experiences paired with Penfolds wines.
4. 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

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core 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

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered minor, flagship and core.

• Meat & Livestock AustraliaminorGTM or Marketing Partner · 15 March 2026Joint 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 SivanflagshipStrategic or Co-development Partner · 4 March 2026Multi-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)coreStrategic or Co-development Partner · 24 February 2026Collaboration 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 2026coreGTM or Marketing Partner · 9 February 2026Penfolds 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 SchoolminorStrategic or Co-development Partner · 24 November 2025Multi-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 GroupcoreChannel Partner/ Reseller/ DistributorParent company Treasury Wine Estates finalized a distribution transition with Reyes Beverage Group across multiple U.S. states as part of supply chain optimization.
• NIGOcoreStrategic or Co-development PartnerPredecessor 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

Broad 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

• Xx.com/penfolds
• Facebookfacebook.com/penfolds
• LinkedInlinkedin.com/company/penfolds

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Penfolds Wines