Devil's Lair
Devil's Lair is a Margaret River, Western Australia wine producer established in 1981, operating as a subsidiary brand within Treasury Wine Estates (ASX: TWE). It produces six wine collections spanning accessible to ultra-premium tiers, sold via DTC e-commerce, third-party retailers, and TWE's wholesale network across Australia and New Zealand.
- Company typePrivate
- Founded1981
- HeadquartersMargaret River, Australia
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Devil's Lair does
Devil's Lair is a Margaret River wine producer established in 1981 in Western Australia, operating as a subsidiary brand within Treasury Wine Estates Limited (ASX: TWE), one of the world's largest wine companies. The company produces six wine collections spanning price points — Cheeky Devil (accessible), Honeybomb, Dance With The Devil, The Hidden Cave, Margaret River Estate (core range), and the ultra-premium 9th Chamber (released only in exceptional vintages) — focused on varieties best suited to Margaret River's cool maritime climate and ancient, nutrient-rich soils. Viticulture is led by Simon Robertson, who has overseen the estate since its founding, with the team applying 40+ years of accumulated knowledge to microclimate and block-level management. The site holds Sustainable Winegrowing Australia (SWA) accreditation for both vineyard and winery and follows Freshcare certification, supported by biodiversity practices (1.14 hectares of natural vegetation retained per hectare of vineyard) and a 14-hectare irrigation dam.
The business sells direct-to-consumer through its own e-commerce website (devils-lair.com.au) and through third-party wine retailers including Notes Wine, with no cellar door on site. Broader retail distribution is handled through TWE's wholesale network across Australia and New Zealand, supported by dedicated AU (1300 651 650) and NZ (0800 651 650) customer service lines. Marketing is primarily digital and organic social (Facebook, Instagram, Twitter), with the Halliday Wine Companion Awards recognition (among 7,000+ wines tasted annually) used as a key credibility signal. Pricing is not publicly disclosed, and the brand does not disclose standalone revenue figures.
Devil's Lair operates as part of a diversified wine conglomerate rather than as an independent growth-stage company, with headcount of 51-100 employees. The legal entity behind the brand is Treasury Wine Estates Limited (ABN 24 004 373 862), registered at 58 Queensbridge Street, Southbank VIC 3006, with the vineyards and winery located in Margaret River, Western Australia.
Devil's Lair firmographics
Firmographics- Name
- Devil's Lair
- Legal name
- Treasury Wine Estates Limited ABN 24 004 373 862
- Website
- https://devils-lair.com.au
- Company type
- Private
- Founded year
- 1981
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Devil's Lair is a Margaret River, Western Australia wine producer established in 1981, operating as a subsidiary brand within Treasury Wine Estates (ASX: TWE). It produces six wine collections spanning accessible to ultra-premium tiers, sold via DTC e-commerce, third-party retailers, and TWE's wholesale network across Australia and New Zealand.
- Ownership category
- akta.pro rank
Devil's Lair industry classification
Industry- Product category
- Premium Wine
- akta.pro primary industry
- Wine & Sparkling Wine Wineries & Brands (CRADAIAB)
- akta.pro secondary industry
- Premium, Rare & Collectible Alcohol Retail (Fine Wine/Spirits) (CRANAAAJ)
Keywords
Where Devil's Lair is headquartered
LocationHeadquarters
- HQ city
- Margaret River
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Devil's Lair 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-to-consumer wine sales: Devil's Lair generates revenue through direct online sales of its wines to consumers via its e-commerce website and through third-party wine retailers. The company sells multiple wine collections at different price points, from the accessible Cheeky Devil and Honeybomb ranges through to the premium 9th Chamber.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Devil's Lair product offering
Product offeringCore offering
Devil's Lair produces and sells premium wines from its Margaret River, Western Australia estate across six distinct collections: Cheeky Devil (accessible), Honeybomb (regional expression), Dance With The Devil (creative interpretations), The Hidden Cave (regional varieties with a twist), Margaret River Estate (core regional range), and 9th Chamber (ultra-premium, exceptional-vintage only). The wines are sold direct-to-consumer through the brand's e-commerce site and through third-party wine retailers and distributors in Australia and New Zealand.
Product overview
Devil's Lair is a Margaret River wine producer offering six distinct wine collections. The portfolio includes 9th Chamber (premium tier, exceptional vintages only), Margaret River Estate (core collection), Dance With The Devil (creative interpretations), The Hidden Cave (innovative twists), Honeybomb (regional expression), and Cheeky Devil (accessible range inspired by the cave's history). The wines are known for their clarity, delicate fruit flavours and elegant structure, reflecting the ancient soils and maritime climate of Margaret River.
Differentiator
Problem solved
Functional benefit
Brands
- 9th Chamber: Only made in exceptional vintages, 9th Chamber is the ultimate expression of Devil's Lair in Margaret River.
- Margaret River Estate
- Dance With The Devil
- The Hidden Cave
- Honeybomb
- Cheeky Devil
Products and services
- 9th Chamber
Companies that use Devil's Lair
Customer profileSegments2 records
Ideal customer profiles2 records
Devil's Lair technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Devil's Lair partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights4 records
Devil's Lair competitors and assessment
Company assessmentDirect peers
- Moss Wood: Moss Wood is a boutique Margaret River winery renowned for its Cabernet Sauvignon and Chardonnay. It is comparable to Devil's Lair as a heritage Margaret River premium producer with a focus on site expression.
- Vasse Felix: Vasse Felix is Margaret River's founding wine estate, producing premium Cabernet Sauvignon, Chardonnay, and other regional varieties. It is the most direct comparable to Devil's Lair in terms of region, premium positioning, and DTC-led Australian distribution.
- Voyager Estate: Voyager Estate is a Margaret River premium winery with a strong cellar door and DTC operation. It competes with Devil's Lair for the same premium regional consumer and offers a useful contrast given Devil's Lair's lack of cellar door.
- Cullen Wines: Cullen is a Margaret River biodynamic and certified organic premium producer with strong sustainability credentials analogous to Devil's Lair's SWA and Freshcare positioning. Both compete in the same regional premium tier with similar terroir-led narratives.
- Cape Mentelle: Cape Mentelle is another Margaret River premium producer and, like Devil's Lair, is owned by Treasury Wine Estates. The two are direct portfolio peers within TWE and compete head-to-head in the Margaret River premium segment.
- Leeuwin Estate: Leeuwin Estate is one of Margaret River's most iconic premium wineries, particularly known for its Art Series Chardonnay and Cabernet. It competes with Devil's Lair for the same premium Australian wine consumer and on-premise listings.
- Pierro: Pierro is a Margaret River premium boutique winery with a strong Chardonnay-led portfolio. It targets the same premium Australian wine consumer as Devil's Lair, particularly within fine-dining and independent retail channels.
Broad incumbents
- Yalumba: Yalumba is a family-owned premium Australian wine producer with a multi-region portfolio. It is comparable to Devil's Lair as a long-established Australian premium wine house with broad domestic and export distribution.
- Penfolds: Penfolds is Treasury Wine Estates' flagship ultra-premium Australian wine brand. As a TWE sibling brand to Devil's Lair, it competes for the same premium consumer wallet share and influences how TWE allocates marketing and distribution investment across its portfolio.
- Accolade Wines: Accolade Wines is one of Australia's largest wine companies, with a broad portfolio spanning premium and mainstream tiers. It is comparable to Devil's Lair as a domestic competitor competing for retail and on-premise listings, though it operates at significantly greater scale and breadth.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Devil's Lair social profiles
Digital presenceDevil's Lair compliance and trust
Trust signalCompliance2 records
Devil's Lair financial estimates
Financial estimateRevenue estimate
Valuation estimate
Devil's Lair leadership team
Management profileNumber of profiles
Profiles1 record
Devil's Lair funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Devil's Lair 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 Devil's Lair
What does Devil's Lair do?
Devil's Lair produces and sells premium wines from its Margaret River, Western Australia estate across six distinct collections: Cheeky Devil (accessible), Honeybomb (regional expression), Dance With The Devil (creative interpretations), The Hidden Cave (regional varieties with a twist), Margaret River Estate (core regional range), and 9th Chamber (ultra-premium, exceptional-vintage only). The wines are sold direct-to-consumer through the brand's e-commerce site and through third-party wine retailers and distributors in Australia and New Zealand.
Is Devil's Lair a public or private company?
Devil's Lair is a private company. It is classified as corporate owned and is currently operating.
When was Devil's Lair founded?
Devil's Lair was founded in 1981. It employs 51 to 100 people.
Where is Devil's Lair based?
Devil's Lair is headquartered in Margaret River, Australia, in the Oceania region.
How does Devil's Lair make money?
One revenue line is on record: direct-to-consumer wine sales.
Who are Devil's Lair's main competitors?
Direct peers on record are Moss Wood, Vasse Felix, Voyager Estate, Cullen Wines, Cape Mentelle, Leeuwin Estate and Pierro. Broad incumbents are Yalumba, Penfolds and Accolade Wines.
Does Devil's Lair have an API?
No public API is recorded for Devil's Lair.
What industry is Devil's Lair in?
Devil's Lair's product category is Premium Wine. Its primary akta.pro industry code is CRADAIAB, Wine & Sparkling Wine Wineries & Brands, with a secondary code of CRANAAAJ, Premium, Rare & Collectible Alcohol Retail (Fine Wine/Spirits).