Bayfield's Hotel Group

What Bayfield's Hotel Group does

Bayfields (legal entity Bayfields (DW) Pty Limited, trading as Bayfields Liquor Superstores) is a family-owned, independent alcohol beverage retailer operating on Sydney's Northern Beaches for over 40 years (since 1980). The business serves a hyper-local catchment in Sydney's Northern Beaches and Lower North Shore through two physical superstore locations in Dee Why (Dee Why Grand Shopping Centre) and Belrose, and serves a national Australian customer base via its bayfields.com.au e-commerce platform with Australia Post fulfillment.

Its product catalog spans red wine, white wine, champagne and sparkling, spirits, beer and cider, premixed drinks, non-alcoholic beverages, mixed cases, and curated gift packs. The business operates on a transactional retail model with one-time unit pricing supplemented by three promotional mechanisms: standard unit pricing, an 'in any six' bulk discount, and a free membership program that delivers member-exclusive pricing (e.g., Bone Dry Rose at $11.99 member vs. $13.99 non-member). The technology stack centers on a standard e-commerce platform with integrated inventory management, online ordering, click-and-collect functionality (60-minute in-store pickup), and local delivery logistics. Distribution operates through private next-day courier on Northern Beaches orders over $150 and Australia Post for interstate and regional customers across Sydney metro, Melbourne, Brisbane, Adelaide, country NSW, Perth, and remote areas.

Commercial reach extends beyond transactional retail through a curated local ecosystem. Cross-promotional voucher partnerships with The Belrose Hotel and Dee Why Hotel drive reciprocal foot traffic, and a 'Shop Local' initiative partners with Northern Beaches breweries including 4 Pines, Manly Spirits, Brookvale Union, Modus Operandi, Nomad, Seventh Day, Mexink, and Dad and Dave's. The firm has raised over $3 million for the Children's Cancer Institute Australia and is a major sponsor of the Warringah Rugby Club, reinforcing deep regional goodwill that supports customer acquisition and retention in the defined catchment. No external investment, parent company, M&A activity, or leadership changes are disclosed.

Name

Bayfield's Hotel Group

Legal name

Bayfields (DW) Pty Limited

Website

https://bayfields.com.au

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Bayfields is a family-owned Australian liquor retailer with two Sydney Northern Beaches superstores and a nationwide e-commerce platform, selling wine, spirits, beer, premix, and related beverages under unit, bulk-discount, and member-exclusive pricing to local residents and national online customers.

Ownership category

akta.pro rank

Product category

Liquor Retail

NAICS

Beer, Wine, and Liquor Retailers (4453)

SIC

Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Mixed Alcohol Specialty Retail (Beer/Wine/Spirits Combined) (CRANABAH)

Keywords

• Liquor retail
• Wine and spirits
• Beer and cider
• Alcohol delivery
• Online beverage store

Headquarters

HQ city

Deewhy

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Alcohol Sales: One-time retail transactions selling wine, spirits, beer, and other alcoholic beverages through physical stores and online platform. Revenue generated from markup on products sold to consumers.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Bayfields Liquor Superstores is a family-owned independent liquor retailer operating two physical superstore locations (Dee Why and Belrose) and a WooCommerce-based e-commerce platform that sells wine, spirits, beer, cider, premix, and non-alcoholic beverages to individual consumers. The business combines brick-and-mortar retail with online ordering, offering click-and-collect, free next-day local delivery on orders over $150 within the Northern Beaches catchment, and nationwide Australia Post delivery.

Product overview

Bayfield's operates an e-commerce liquor retail platform offering online sales of wine, spirits, beer, premix, and non-alcoholic beverages. The business operates as a dual-channel retailer with physical stores in Dee Why and Belrose (Northern Beaches, Sydney) and a WooCommerce-based online store. The product portfolio centers on Red Wine, White Wine, Champagne & Sparkling, Spirits, Beer & Cider, Premix, Non-Alcoholic options, Mixed Cases, and Gift Packs. Supporting services include Click & Collect (60-minute in-store pickup), Local Delivery (free for orders over $150 on Northern Beaches), and a free Membership Program offering exclusive pricing. Promotional mechanisms include Weekly Specials and Catalogue deals with 'in any six' bulk pricing.

Differentiator

Problem solved

Functional benefit

Products and services

• Red Wine

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core, minor and moderate.

• Children's Cancer Institute AustraliacoreOthersBayfields has been a major supporter of the Children's Cancer Institute Australia, having raised over $3 million to support the foundation. This charity partnership is described as 'very close to our hearts' by the Bayfields family, demonstrating deep commitment to the cause through ongoing fundraising efforts.
• Warringah Rugby ClubminorOthersThe Bayfield Family has been a major sponsor of the Warringah Rugby Club (Warringah Rats), supporting local sport in the Northern Beaches community. This sponsorship is part of broader community support including local schools, sporting teams, and hospitals.
• The Belrose HotelcoreChannel Partner/ Reseller/ DistributorBayfields Belrose store is located 'next to the Belrose Hotel' at 5 Hews Parade, Belrose. Additionally, the business offers 'Bonus Brasserie Or Pub Bistro Voucher' program where customers spending $40+ receive vouchers to spend at The Belrose Hotel or Dee Why Hotel, creating cross-promotional partnerships with local hotels.
• Dee Why HotelcoreChannel Partner/ Reseller/ DistributorCross-promotional partnership where Bayfields customers receive bonus bistro vouchers to spend at the Dee Why Hotel when spending $40 or more. This creates mutual traffic flow between the liquor store and hotel venues.
• Northern Beaches Independent BreweriesmoderateStrategic or Co-development PartnerBayfields actively supports and stocks local Northern Beaches breweries including 4 Pines, Manly Spirits, Brookvale Union, Modus Operandi, Nomad, Seventh Day, Mexink, and Dad and Dave's. The company proudly showcases these local brands in their 'Shop Local' initiative.
• Local Businesses & CharitiesmoderateOthersBayfields operates on the Northern Beaches for over 40 years and has formed partnerships with local businesses and lends support to those doing it tough. Beyond direct sponsorships, the company actively seeks to support the local independent business community.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Dan Murphy's: Australia's largest off-premise liquor retailer, owned by Woolworths Group, with more than 240 stores nationwide and a strong e-commerce platform. Directly competes with Bayfields across wine, beer, and spirits in Sydney and online.
• Naked Wines Australia: Online wine retailer using an Angell-funded producer model with case discounts; directly comparable to Bayfields' wine focus and 'in any six' case-style pricing.
• Vinomofo: Australia-focused online wine retailer offering flash-deal, mixed-case, and curated wine experiences. Closely comparable to Bayfields' web-driven wine, mixed case, and specials program.
• Cellarbrations: Banner group/franchise network of independently-owned liquor stores across Australia. Closely comparable model to Bayfields' family-owned independent format, providing context on alternative scale paths.
• Cellarmasters (Langton's): Online wine specialist owned by Coles with subscription club model and curated wine focus. Overlaps with Bayfields' e-commerce wine offering and membership-style approach.
• Liquorland: Coles Group-owned national liquor chain offering wine, beer, and spirits with Everyday Rewards integration. Directly competes on price, range, and convenience in the broader Sydney market.
• BWS (Beer Wine Spirits): Woolworths-owned mass-market liquor banner with hundreds of Australian stores. Competes with Bayfields on convenience, pricing, and brand range in Sydney suburban catchments.
• First Choice Liquor: Coles-owned large-format liquor banner positioned for promotional and bulk-format purchases, similar in superstore form to Bayfields' superstore model.
• Jimmy Brings: Australian on-demand alcohol delivery service (30-minute delivery). Directly competes with Bayfields' same/next-day local delivery proposition in Sydney.
• BoozeBud: Online alcohol retailer offering nationwide alcohol delivery with competitive pricing. Competes with Bayfields in the national e-commerce liquor delivery category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/bayfields
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/bayfields-liquor
• Instagraminstagram.com/bayfieldsbestbuys

Revenue estimate

Valuation estimate

Number of profiles

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 Bayfield's Hotel Group