Petersons Wines

Winery / Wine Productionpetersonswines.com.au

Petersons Wines is a family-owned Australian winery founded in 1971, producing multi-regional premium wines across NSW and South Australia and selling direct-to-consumer through four cellar doors, an e-commerce store, subscription wine clubs, and a boutique guesthouse in Armidale.

Company typePrivate
Founded1971
HeadquartersMount View, Australia
Headcount51–100
GTM typeB2C
OfferingHardware or Manufacturing

What Petersons Wines does

Petersons Wines is a privately held, family-owned Australian winery established in 1971 by Colin Peterson and his parents Ian and Shirley Peterson in Mount View, Hunter Valley, NSW. The company produces, distributes, and retails a multi-regional portfolio of over 35 wines spanning red (Shiraz, Cabernet Sauvignon, Mataro, Durif, Pinot Noir), white (Chardonnay, Semillon, Verdelho, Viognier, Gruner Veltliner, Vermentino), sparkling, and fortified categories, sourcing grapes from NSW (Hunter Valley, Mudgee, Armidale, New England) and South Australia (Barossa Valley, McLaren Vale, Clare Valley). Products range from $28 entry-level bottles to $220 premium aged Shiraz, with fortified wines priced $75-$90 for 500ml.

The company operates a fully direct-to-consumer commercial model across four owned cellar door locations (Mount View, Broke Road/Pokolbin, Mudgee, Armidale), an e-commerce storefront on the WithWine platform, four wine club subscription tiers (Big Red, Mixed, Chardonnay, Custom Cellar) delivering 3 times per year at $155-$165 per pack, and a 7-room boutique guesthouse at Armidale targeting the wine tourism vertical. Bookings are managed via NowBookIt; delivery is handled via Fastway or Australia Post. Distribution is exclusively domestic across Australia, with no third-party retail or wholesale channels.

Customer segments split between Wine Enthusiasts/Consumers (primary, recurring purchase via cellar doors, online, and clubs) and Tourism/Hospitality (secondary, tasting experiences, weddings, guesthouse stays). Marketing channels are concentrated in organic social (Facebook, Instagram, LinkedIn), email newsletters, the company website, and cellar door experiences. The company remains under founder/family control with no disclosed institutional or PE investment.

Petersons Wines firmographics

Firmographics

Name: Petersons Wines
Legal name: Petersons Wines
Website: https://petersonswines.com.au
Company type: Private
Founded year: 1971
Operating status: Operating
Headcount range: 51–100 employees
Short description: Petersons Wines is a family-owned Australian winery founded in 1971, producing multi-regional premium wines across NSW and South Australia and selling direct-to-consumer through four cellar doors, an e-commerce store, subscription wine clubs, and a boutique guesthouse in Armidale.
Ownership category
akta.pro rank

Petersons Wines industry classification

Industry

Product category: Winery / Wine Production
NAICS: Wineries (312130), 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), Wine Tastings & Vineyard/Winery Tours (THAJAGAD)

Keywords

Australian winery
Wine production
Wine club subscriptions
Cellar door tastings
Wine tourism

Where Petersons Wines is headquartered

Location

Headquarters

HQ city: Mount View
HQ country: Australia
HQ region: Oceania

Offices4 records

Markets served

Petersons Wines business model

Business model

GTM type: B2C
Offering type: Hardware or Manufacturing
Cost components: Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

Direct Wine Sales: Sale of wines directly to consumers through e-commerce website and cellar doors. Wine prices range from $28 to $220 per bottle for standard 750ml bottles, with fortified wines at $75-$90 for 500ml.
Wine Club Memberships: Recurring subscription-style memberships delivering pre-selected wine packs three times per year. Big Red Club (4 bottles at $165/pack), Mixed Club (6 bottles at $165/pack), Chardonnay Club (6 bottles at $155 including delivery). Custom Cellar Club allows member selection with 10% discount plus free shipping.
Guesthouse Accommodation: Luxury boutique accommodation at Petersons Guesthouse in Armidale, featuring seven elegant rooms with king sized beds, spa baths, and underfloor heating. 10% discount offered to wine club members.
Cellar Door Tastings: Wine tasting experiences at four cellar door locations across NSW with bookings recommended, particularly during busy periods.

Pricing tiers

Model	Billing	Price
Subscription	Multi-year contract	Big Red Wine Club - 4 bottles per pack, 3 times yearly
Subscription	Multi-year contract	Mixed Wine Club - 6 bottles per pack, 3 times yearly
Subscription	Multi-year contract	Chardonnay Club - 6 bottles per pack, 3 times yearly
Subscription	Multi-year contract	Custom Cellar Club - Self-selected 6 bottles, 3 times yearly
Unit Pricing	Pay-as-you-go	Individual bottle pricing

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Petersons Wines product offering

Product offering

Core offering

Petersons Wines produces and sells a portfolio of premium Australian wines sourced from six wine regions (Hunter Valley, Mudgee, Armidale, Barossa Valley, McLaren Vale, Clare Valley), including red, white, sparkling, and fortified varieties. The company sells wines directly to consumers through its own e-commerce website, four cellar door locations across NSW, and a wine club subscription program delivering curated packs three times per year. Additional offerings include cellar door wine tastings, gift cards, and boutique guesthouse accommodation at the Armidale location.

Product overview

Petersons Wines is an Australian wine company operating since 1971 with vineyards across multiple regions including Hunter Valley, Mudgee, Armidale, Barossa Valley, McLaren Vale, and Clare Valley. The product portfolio comprises over 35 distinct wines spanning red wines (Shiraz, Cabernet Sauvignon, Mataro, Durif, Pinot Noir), white wines (Chardonnay, Semillon, Verdelho, Viognier, Gruner Veltliner, Vermentino), sparkling wines (Sparkling White, Sparkling Cuvee, Sparkling Shiraz, Bubbly Moscato), and fortified wines (Muscat, Tawny, Mad-Era Liqueur Verdelho). Four wine subscription clubs provide recurring deliveries of curated wine selections. The company operates four cellar door locations for tastings and maintains an online store powered by WithWine platform. Additionally, the Armidale location offers boutique guesthouse accommodation.

Differentiator

Problem solved

Functional benefit

Products and services

Petersons Wine Range (Red, White, Sparkling, Fortified wines) Portfolio of over 35 wines sourced from six Australian wine regions (Hunter Valley, Mudgee, Armidale, Barossa Valley, McLaren Vale, Clare Valley), spanning red (Shiraz, Cabernet Sauvignon, Mataro, Durif, Pinot Noir), white (Chardonnay, Semillon, Verdelho, Viognier, Gruner Veltliner, Vermentino), sparkling (Sparkling White, Sparkling Cuvee, Sparkling Shiraz, Bubbly Moscato), and fortified (Muscat, Tawny, Mad-Era Liqueur Verdelho) varieties priced from $28 to $220 per 750ml bottle.
Wine Club Memberships (Big Red, Mixed, Chardonnay, Custom Cellar) Four subscription tiers delivering curated wine packs three times per year: Big Red Wine Club (4 bottles at $165/pack), Mixed Wine Club (6 bottles at $165/pack), Chardonnay Club (6 bottles at $155/pack including delivery), and Custom Cellar Club (member-selected 6 wines with 10% discount and free shipping). Members receive 10% off further orders and access to exclusive tastings.
Cellar Door Wine Tastings In-person wine tasting experiences at four cellar door locations across NSW: Mount View (headquarters), Broke Road/Pokolbin (Hunter Valley), Mudgee, and Armidale. Bookings recommended via NowBookIt system for Hunter Valley locations; Mudgee bookings by phone. Private cellar tastings available for wine club members.
Petersons Guesthouse Accommodation (Armidale) Luxury boutique accommodation at Petersons Guesthouse in Armidale, featuring seven elegant rooms with king-sized beds, antique furniture, ensuites, full-sized spa baths or clawfoot baths in 5 suites, and underfloor heating. Wine club members receive 10% discount on accommodation.
Petersons Gift Cards and Gift Vouchers Gift cards and vouchers available in denominations of $25, $50, $100, $150, $200, and $250. Valid for use online and at Mount View and Broke Road cellar doors.

Quantifiable outcome

Wine shipped to members three times per year
+1 more outcomes

Companies that use Petersons Wines

Customer profile

Segments2 records

Ideal customer profiles2 records

Petersons Wines technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Integration3 records

Petersons Wines partnerships and signals

Strategic signal

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Petersons Wines competitors and assessment

Company assessment

Broad incumbents

Treasury Wine Estates: Australia's largest listed wine group, owner of Penfolds, Wolf Blass, and many regional brands. Comparable as a broad incumbent in the same categories and regions where Petersons operates, but at vastly greater scale and with multi-channel distribution.
Seppelt Wines: Historic Australian winery with multi-regional production including Victoria and South Australia. Overlaps with Petersons on regional sourcing and varietal range, but operates at larger scale as part of Treasury Wine Estates.
Accolade Wines: Large Australian wine group with brands spanning multiple regions and price tiers. Operates in the same Australian retail and DTC landscape as Petersons but at mass-market scale, making it a broader competitive incumbent.

Direct peers

Tyrrell's Wines: Long-established Hunter Valley family-owned winery with cellar doors, multi-region sourcing, and a broad varietal range. Highly comparable to Petersons on heritage, scale, regional focus, and DTC-led distribution.
De Bortoli Wines: Family-owned Australian winery with multi-regional sourcing and strong cellar door tourism. Comparable to Petersons on family ownership, DTC channels, and breadth of varietals including premium reds.
McWilliam's Wines: Multi-generational Australian family-owned winery producing across several regions including Hunter Valley. Comparable to Petersons on multi-regional production, family heritage, and broad varietal portfolio.
Vasse Felix: Premium Australian boutique winery with cellar door experiences and elevated hospitality offering. Comparable to Petersons on premium positioning, DTC-first distribution, and integrated wine tourism.
Bimbadgen Estate: Hunter Valley winery combining cellar door, restaurant, and event hospitality with wine production. Comparable to Petersons on Hunter Valley base, multi-region sourcing, and integrated tourism/ accommodation.
Brokenwood Wines: Iconic Hunter Valley winery with cellar door experiences, premium Shiraz-led portfolio, and DTC focus. Closely comparable to Petersons on geography, premium positioning, and family/independent ownership profile.
Yalumba Wine: Fifth-generation family-owned Australian winery with multi-regional Barossa focus and strong cellar door tourism. Comparable to Petersons on family heritage, premium portfolio, and DTC experience-led model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

Petersons Wines financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Petersons Wines leadership team

Management profile

Number of profiles

Profiles3 records

Petersons Wines funding detail

Funding detail

Funding overview

Funding rounds

Investors

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

Petersons Wines M&A and investment

M&A and investment

M&A

Investments

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

Frequently asked questions about Petersons Wines

What does Petersons Wines do?

Is Petersons Wines a public or private company?

Petersons Wines is a private company. It is classified as family owned and is currently operating.

When was Petersons Wines founded?

Petersons Wines was founded in 1971. It employs 51 to 100 people.

Where is Petersons Wines based?

Petersons Wines is headquartered in Mount View, Australia, in the Oceania region.

How does Petersons Wines make money?

Four revenue lines are on record. Direct Wine Sales are the primary driver. The others are wine Club Memberships, guesthouse Accommodation and cellar Door Tastings.

Who are Petersons Wines's main competitors?

Broad incumbents on record are Treasury Wine Estates, Seppelt Wines and Accolade Wines. Direct peers are Tyrrell's Wines, De Bortoli Wines, McWilliam's Wines, Vasse Felix, Bimbadgen Estate, Brokenwood Wines and Yalumba Wine.

Does Petersons Wines have an API?

No public API is recorded for Petersons Wines.

What industry is Petersons Wines in?

Petersons Wines's product category is Winery / Wine Production. 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 312130 and its SIC code is 2080.