Swings & Roundabouts

What Swings & Roundabouts does

Swings & Roundabouts is a privately held Margaret River winery operating two physical venues in Western Australia — a flagship vineyard cellar door and restaurant on Caves Road in Yallingup, and a town venue on Bussell Highway in Margaret River — supplemented by a Shopify-powered e-commerce store, a quarterly Wine Club subscription, and wholesale distribution via Off The Vine (Western Australia) and the Beverex marketplace. The wine portfolio is structured across three tiers and brands: the flagship Swings & Roundabouts label (entry-level, A$25-A$32), the Backyard Stories premium range (A$36-A$75), and the Brash Road single-vineyard series (A$40-A$70), spanning 20 SKUs across sparkling, white, rosé, and red varietals. The business monetizes through bottle sales (DTC at cellar doors, online, and wholesale), on-premise food and beverage revenue (Mediterranean-inspired seasonal menus and wood-fired pizzas), a high-margin Backyard Stories tasting experience at A$90 per person, and event hire for weddings (60-150 guests) and private functions. Operational technology is conventional commerce and hospitality SaaS — Shopify for online storefront and checkout, NowBookit for table reservations, and Bopple for takeaway ordering — with no disclosed AI/ML or proprietary platform differentiation. Leadership is owner-operated: Andy Hopkins (Owner/CEO), Keith Warrick (General Manager), Jodie Barton (Chief Winemaker), and Jaden McLean (Head Viticulturist), with active hiring for chefs and cellar door staff suggesting hospitality capacity expansion. Marketing is multi-channel organic and event-driven: venue-segmented Instagram accounts, Facebook, email newsletter, seasonal festivals (Red Hot at Swings, Sou'West Vintage Fest), and a 2025 co-marketed Eskimo Joe anniversary Cabernet Merlot distributed through national tour dates.

Name

Swings & Roundabouts

Legal name

Swings & Roundabouts

Website

https://swings.com.au

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Swings & Roundabouts is a privately held Margaret River winery operating two Western Australian venues, a Shopify e-commerce store, a quarterly Wine Club, and a three-tier wine portfolio (flagship, Backyard Stories, Brash Road) serving DTC consumers, weddings/events, and wholesale trade.

Ownership category

akta.pro rank

Product category

Winery and Hospitality

NAICS

Wineries (312130), Drinking Places (Alcoholic Beverages) (722410), Beer, Wine, and Liquor Retailers (445320), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

akta.pro secondary industries

Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Luxury Farmhouses, Country Houses & Vineyard Estates (THAMAEAG)

Keywords

• Margaret River wines
• Winery hospitality venues
• Wine club subscription
• Vineyard wedding venue
• Cellar door tastings

Headquarters

HQ city

Yallingup

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Wine Sales (Direct-to-Consumer): Direct sales of wines through cellar door venues and online e-commerce store. Includes flagship Swings & Roundabouts range, Backyard Stories premium tier, and Brash Road single vineyard premium series.
2. Wine Club Subscription: Quarterly subscription deliveries of minimum 6 wines per delivery. Members receive 20% discount, free shipping across Australia, VIP experiences, and first access to new releases.
3. Wholesale Distribution: Supply to retailers, bars, and restaurants. Professional support, tasting notes, POS materials, and marketing tips provided to stockists.
4. Venue Food & Beverage: Restaurant and hospitality revenue from two venues serving Mediterranean-inspired seasonal menus, wood-fired pizzas, and beverages. Wedding and event catering services.
5. Events & Functions: Wedding ceremonies and receptions, corporate events, private functions. Dedicated events manager coordinates celebrations at vineyard venues.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Swings & Roundabouts produces a portfolio of Margaret River wines across three tiers — Swings & Roundabouts flagship, Backyard Stories premium, and Brash Road single-vineyard — alongside Mediterranean-inspired restaurant venues, cellar door tastings, a quarterly Wine Club subscription, and vineyard wedding and private function hosting at two locations on Western Australia's Caves Road.

Product overview

Swings & Roundabouts is a Margaret River winery offering a portfolio of three wine brands (Swings & Roundabouts main label, Backyard Stories, and Brash Road) alongside hospitality services. The wine portfolio spans sparkling, white, rose, and red varieties across entry-level to premium single-vineyard tiers. Hospitality offerings include two restaurant venues (Yallingup and Margaret River), a premium Backyard Stories tasting experience, wedding and function event services, a Wine Club subscription, wholesale distribution, and gift cards. The business operates on a platform combining Shopify e-commerce with NowBookIt reservations and Bopple takeaway ordering.

Differentiator

Problem solved

Functional benefit

Brands

• Backyard Stories: Wines that champion the great Australian backyard. Simple, relaxed, and effortlessly enjoyable.
• Brash Road

Products and services

• Swings & Roundabouts flagship wine range Main flagship Margaret River wine label featuring fresh, flavoursome wines crafted for sharing, including Sparkling Cuvee Blanc NV, Chardonnay, Chenin Blanc, Sauvignon Blanc Semillon, Rose, Shiraz, and Cabernet Merlot, sold direct to consumer and via wholesale across Australia.
• Backyard Stories premium wine range Premium Margaret River wine collection celebrating the great Australian backyard, offering simple, relaxed, and effortlessly enjoyable wines including Cabernet Sauvignon, Chardonnay, Pinot Noir, Sparkling Chardonnay Pinot Noir, Sparkling Rose, Tempranillo, Vermentino, and Wildwood Cabernet Sauvignon.
• Brash Road single vineyard series Premium and sustainably farmed single-vineyard Margaret River series showcasing purity and complexity from one meticulously managed vineyard, including Cabernet Sauvignon, Chardonnay, Sauvignon Blanc, and Syrah.
• Eskimo Joe 20th Anniversary Special Edition Cabernet Merlot 2025 Limited-edition collaborative Cabernet Merlot wine created with Australian band Eskimo Joe to mark the 20th anniversary of their album 'Black Fingernails, Red Wine', crafted by Chief Winemaker Jodie Barton, with five years of cellaring potential.
• Backyard Stories premium tasting experience Exclusive premium wine and food pairing experience combining arrival sparkling, a vineyard history tour, and a curated 5-course Mediterranean-inspired menu paired with Backyard Stories premium wines in an exclusive seating area at $90 per person.
• Wine Club Membership Subscription service delivering curated Margaret River wines quarterly, with members receiving a 20% discount on nominated wines plus additional bottles, free delivery across Australia, VIP cellar door experiences, and first access to new releases (minimum four deliveries required).
• Yallingup Winery and Restaurant Flagship vineyard cellar door and restaurant at 2807 Caves Road offering wine tastings, wood-fired pizzas, Mediterranean-inspired share plates, a family-friendly adventure playground, and open lawn with giant swings, open daily 11am-5pm.
• Margaret River Restaurant Town-based restaurant venue at 85 Bussell Highway offering a seasonal menu of wood-fired pizzas, share dishes, craft beers, and weekend cellar door tastings with takeaway available, open Thu-Sun evenings.
• Wedding Venue Hire Wedding celebration packages at the Yallingup vineyard venue offering three ceremony sites — Vineyard Ceremony, Wildwood Ceremony, and Garden Ceremony — accommodating 60-150 guests with a dedicated events manager, seasonal Mediterranean-inspired menu, and Swings wines.
• Functions and Events Hosting Private event hosting service covering family gatherings, long lunches, cocktail parties, and corporate events at the vineyard venues, with versatile spaces accommodating intimate groups to large gatherings and seasonal food and wines.
• Gift Cards Digital and physical gift cards available from $50 for use on wine purchases and venue experiences across the Swings & Roundabouts e-commerce store and venues.
• Wholesale and Export Supply Wholesale distribution of award-winning Margaret River wines to retailers, bars, and restaurants, with professional support, tasting notes, POS materials, and marketing tips provided to stockists; Western Australia distributed via Off The Vine and broader reach via Beverex marketplace.

Quantifiable outcome

• 20% discount for Wine Club members on nominated wines
• +1 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature1 record

Partnerships

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

• Eskimo JoeflagshipStrategic or Co-development Partner · 1 January 2025Collaboration celebrating 20 years of Eskimo Joe's iconic album 'Black Fingernails, Red Wine'. Bespoke limited-edition Cabernet Sauvignon Merlot blend crafted by winemaker Jodie Barton. Available online and at select tour dates across Australia (Fremantle, Brisbane, Melbourne, Sydney, Adelaide). Wine priced at $30, marketed with album anniversary tour.
• Off The VinecoreChannel Partner/ Reseller/ DistributorWestern Australian distributor for Swings & Roundabouts wines. Contact: Scott Spalding (Director), +61 408 949 002 / (08) 9418 8210, [email protected]. Handles wholesale orders and administration for WA stockists.
• BeverexminorChannel Partner/ Reseller/ DistributorOnline marketplace platform enabling simplified wine importing. Stockists can explore portfolio, order free samples, and connect with suppliers through Beverex platform.
• ShopifycoreTechnology or IntegrationE-commerce platform powering Swings & Roundabouts online store, enabling product listings, shopping cart, checkout, and order management.
• NowBookitcoreTechnology or IntegrationRestaurant table booking system used by both Yallingup and Margaret River venues for managing reservations.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cape Mentelle: Margaret River premium winery with cellar door and broad wine portfolio across price tiers; comparable on regional branding, DTC tasting, and trade distribution scale.
• Voyager Estate: Margaret River premium winery combining vineyard cellar door with a high-end restaurant and event hosting; near-identical business model across DTC, hospitality, and weddings.
• Leeuwin Estate: Iconic Margaret River winery with cellar door, restaurant, art gallery and major tourism traffic; directly comparable on premium-tasting, food-and-wine pairing, and event venue positioning.
• Cullen Wines: Family-run Margaret River biodynamic/sustainable winery with cellar door and restaurant; matches Swings & Roundabouts on sustainability credentials, family ownership scale and DTC-led mix.
• Vasse Felix: Margaret River founding winery operating a flagship cellar door, restaurant and wine tourism program; competes head-to-head for premium wine tourists, weddings and on-premise listings in the same Caves Road corridor.
• Evans & Tate: Margaret River-focused winery with cellar door presence and multi-tier portfolio (mainstream through premium); overlaps on category, regional branding, and trade listings.
• Pierro: Family-run Margaret River premium Chardonnay/Cabernet producer with cellar door; closest analogue in scale, family ownership, and single-region premium positioning.
• Xanadu Wines: Margaret River producer with cellar door, broad varietal range, and active on-premise and DTC sales; overlapping customer base in WA tourism and national wholesale.
• Devil's Lair: Margaret River winery focused on premium Chardonnay and Cabernet with cellar door and national distribution; competes for the same on-premise listings and DTC tourists.

Broad incumbents

• Treasury Wine Estates: Australia's largest wine group owning multiple Margaret River labels (e.g. Devil's Lair, Evans & Tate) plus global brands; sets pricing, distribution and cellar-door tourism dynamics that any independent Margaret River operator must compete against.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/swingsroundabouts
• Instagraminstagram.com/swingsyallingup
• Xx.com/swinground

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Swings & Roundabouts