Serafino

What Serafino does

Serafino Wines is a family-owned estate winery and integrated hospitality business located in McLaren Vale, South Australia. Founded in 1964 by Italian immigrant Steve (Serafino) Maglieri on land first planted with his father Giovanni in 1966, the company operates 350 acres of estate-grown vineyards that yielded approximately 1,894 tonnes in the 2025 vintage. Its portfolio centers on McLaren Vale classics (Shiraz, Grenache) alongside an unusually broad Italian varietal range - Fiano, Sangiovese, Nebbiolo, Montepulciano, Barbera, Nero d'Avola, Lagrein, Vermentino, Primitivo, Pinot Grigio, and Tempranillo - marketed as the most extensive Italian varietal collection in the region and distributed across sub-brands including Terremoto, Sharktooth, Black Label, Bellissimo, and Vineyard Selection.

The operation is fully vertically integrated at a single McLaren Vale site (39 Kangarilla Road). Production assets include the on-site McLaren Vale Bottlers facility, capable of 4,500L per hour (36,000L daily) under CODEX HACCP compliance, supported by 4,000 sqm of warehousing. Hospitality assets include a cellar door offering Discovery ($20), Premium ($30), and Masterclass ($50) tastings; a One Chef's Hat restaurant (Serafino Restaurant) serving contemporary Australian cuisine Thu-Sun; 30 self-contained 4-star accommodation rooms; conference venues (Serafino Room, McLarens Room up to 300 pax, The Courtyard); and wedding/event spaces for up to 220 guests beneath 200-year-old gumtrees. Adjacent operations include McLaren Vale Bottlers (commercial bottling for third-party wineries), Wine Club subscriptions with 12-month minimum commitment, and premium experiences such as the $2,500/person Fleurieu helicopter package.

The company sells through a hybrid GTM model: direct-to-consumer via e-commerce (Australia + international), cellar door, and Wine Club subscriptions; on-premise via the restaurant and accommodation; experiential via tastings, masterclasses, helicopter tours, wedding proposals, and seasonal events; and B2B via a national sales team covering wholesale and trade accounts. Revenue streams span transaction-based wine sales, recurring subscriptions, F&B, accommodation, event fees, and contract bottling. The customer base is segmented into wine enthusiasts, wedding/event clients, corporate conference planners, Wine Club members, and tourism/leisure travelers. Current leadership rests with founder's daughter Maria Maglieri (Owner/Managing), supported by Head Chef Mark Cooper, in-house wine expert Steph Imer (Dip WSET), and bottling manager Vince McMullan.

Name

Serafino

Legal name

Serafino Wines

Website

https://serafinowines.com.au

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

11–50 employees

Short description

Serafino Wines is a family-owned McLaren Vale estate winery producing Italian varietals and McLaren Vale classics, operating an integrated hospitality platform spanning wine, restaurant, 30-room accommodation, weddings, and commercial bottling services.

Ownership category

akta.pro rank

Product category

Winery

NAICS

Wineries (312130), Beer, Wine, and Liquor Retailers (445320), Drinking Places (Alcoholic Beverages) (7224)

SIC

Beverages (2080)

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

akta.pro secondary industries

Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine Production & Winemaking (AFAFAAAB), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Spirits/Cocktail Bars Operated by Producers (THAFALAJ)

Keywords

• Estate winery production
• Italian varietal wines
• Wine hospitality venue
• McLaren Vale viticulture
• Direct-to-consumer wine

Headquarters

HQ city

Mclaren Vale

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Wine Sales: Direct-to-consumer wine sales through e-commerce website and cellar door, including various wine ranges (Terremoto, Sharktooth, Black Label, Bellissimo, Vineyard Selection). Customers can purchase individual bottles or cases with delivery Australia-wide and internationally.
2. Wine Club Membership: Subscription-based wine club offering 6 or 12 bottle deliveries every 3, 6, or 12 months with discounts of 10-20% off regularly priced wines. Includes complimentary tastings, dining and accommodation discounts, and free shipping on 12+ bottle orders.
3. Restaurant and Dining: On-site Serafino Restaurant with Chef's Hat award offering lunch (Thu-Sun) and dinner (Thu-Sat), plus Lunch on the Deck experiences. Modern Australian cuisine with seasonal menus paired with estate wines.
4. Experiences and Events: Premium experiences including Fleurieu helicopter tours ($2,500/person), wedding proposals ($1,900/couple), wine masterclasses, Grenache masterclasses, and seasonal events. Conference and private event venues for 10-300 guests.
5. Accommodation: Four-star on-site accommodation with 30 self-contained rooms including Spa, Resort, and Family rooms plus Units. 10% discount for Wine Club members.
6. On-site Bottling Services: McLaren Vale Bottlers provides commercial bottling services to other wineries with capacity of 36,000L daily, CODEX HACCP compliant, plus secure storage in 4,000 sqm warehouse.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels9 records

Core offering

Serafino is a family-owned McLaren Vale winery producing estate-grown wines across multiple ranges (Terremoto, Sharktooth, Black Label, Bellissimo, Vineyard Selection) that include both classic McLaren Vale varieties and Italian-inspired varietals such as Fiano, Sangiovese, Nebbiolo, and Montepulciano. The business integrates wine production with a cellar door, an award-winning restaurant, 30-room accommodation, and event venues for weddings and corporate functions. Additional offerings include a wine club membership, curated tourism experiences, and on-site commercial bottling services through McLaren Vale Bottlers.

Product overview

Serafino is a family-owned McLaren Vale winery offering a diverse portfolio of estate-grown wines across multiple ranges (Terremoto, Sharktooth, Black Label, Bellissimo, and Vineyard Selection) featuring both classic McLaren Vale varieties and Italian-inspired wines. The integrated hospitality business includes a Cellar Door for wine tastings, an award-winning One Chef's Hat Restaurant, 30-room accommodation, and comprehensive event venues for weddings and conferences. Additional offerings include wine education experiences (masterclasses), curated experiences (helicopter tours, wedding proposals), a Wine Club membership, and on-site bottling services through McLaren Vale Bottlers.

Differentiator

Problem solved

Functional benefit

Products and services

• Serafino Wines (Estate-grown wine portfolio) Estate-grown wines across multiple ranges including Terremoto, Sharktooth, Black Label, Bellissimo, and Vineyard Selection, covering both classic McLaren Vale varieties (Shiraz, Grenache) and Italian varietals such as Fiano, Barbera, Sangiovese, Nebbiolo, Montepulciano, and Nero d'Avola. Sold direct-to-consumer through e-commerce, cellar door, and wholesale channels.
• Cellar Door Experiences Paid wine tasting experiences at the McLaren Vale cellar door, including Discovery, Premium, and Masterclass tiers, with paired food and educational formats for wine enthusiasts visiting the region.
• Serafino Restaurant Award-winning One Chef's Hat restaurant offering contemporary Australian cuisine with global influences, featuring seasonal menus paired with estate wines. Open for lunch and dinner with on-site cellar door integration.
• Accommodation 30 self-contained four-star rooms including Spa, Resort, Family, and Unit configurations, featuring reverse cycle air-conditioning, flat-screen TVs, mini bar, complimentary Wi-Fi, and on-site parking with charging stations, integrated with wine and dining offerings.
• Weddings & Receptions Full-service wedding venue offering ceremony locations, reception spaces for up to 220 guests, on-site catering, accommodation, and dedicated event coordination. Recognized as a Top 20 Function Coordinator in Australia (2025 Australian Wedding Awards).
• Conferences & Private Events Corporate conference and private event venue with multiple flexible spaces accommodating 10 to 300 guests, offering on-site catering, accommodation, free Wi-Fi, whiteboards, projectors, and team building areas.
• Serafino Wine Club Membership-based wine subscription offering 6 or 12 bottle deliveries at member discounts of 10-20%, free shipping on 12+ bottle orders Australia-wide, complimentary tastings, and 10% discount on restaurant and accommodation bookings with a minimum 12-month commitment.
• McLaren Vale Bottlers (Commercial Bottling Services) Commercial wine bottling service offered to other wineries, operating on-site at 4,500L per hour or 36,000L daily with CODEX HACCP compliance, label and pack services, lay down packs, decant and restack, and 4,000 sqm of secure warehouse storage.

Quantifiable outcome

• International recognition with Trophy for Best Shiraz and Red Wine of the Year at London International Wine Challenge 1997
• +3 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Sustainable Winegrowing AustraliacoreOthersSerafino is a certified member of Sustainable Winegrowing Australia, demonstrating commitment to sustainable viticulture and winemaking practices.
• Wine Packagers of Australia AssociationcoreOthersMcLaren Vale Bottlers (on-site bottling operation) is a member of Wine Packagers of Australia Association, which developed the free 'SizeMeUp' tool for wine bottling customers, design agencies and label printers.
• Carbine ClubminorGTM or Marketing PartnerSerafino is a Proud Wine Sponsor of the 2025 Carbine Club Ashes Test Luncheon, providing wine for this prestigious cricket event.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Seppeltsfield: Barossa Valley estate combining heritage winemaking, cellar door, fine-dining restaurant, and accommodation (villas). Comparable vertically integrated vineyard-hospitality estate model in a neighboring South Australian wine region.
• d'Arenberg: Iconic family-owned McLaren Vale winery with a vertically integrated estate, on-site restaurant (d'Arry's Verandah), cellar door tastings, and an extensive wine range. Direct regional peer with comparable estate-grown, hospitality-anchored model.
• Henschke: Fifth-generation family-owned South Australian winery (Eden Valley) known for premium estate-grown wines. Highly comparable on multi-generational family ownership, estate viticulture, and premium-tier positioning.
• Taylors Wines: Third-generation family-owned Clare Valley winery with estate cellar door, accommodation (Taylors Guesthouse), and integrated wine tourism. Closely comparable on family ownership, estate model, and hospitality cross-sell strategy.
• Wirra Wirra: McLaren Vale winery combining estate-grown wines, cellar door experiences, and event venues. Closest regional peer by virtue of shared McLaren Vale location, integrated hospitality offering, and family/independent ownership heritage.
• Chapel Hill Winery: McLaren Vale winery with cellar door, restaurant (Pizzini), and Italian varietal focus. Comparable estate model with overlapping Italian-inspired positioning in the same region.

Broad incumbents

• Treasury Wine Estates: Australia's largest wine producer (Penfolds, Wolf Blass, Lindeman's, 19 Crimes). Relevant incumbent competitor in the McLaren Vale sourcing market and the broader Australian DTC and on-premise channels where Serafino competes.
• Jacob's Creek: Accolade Wines-owned Australian brand with extensive McLaren Vale sourcing and mass-market distribution. Provides the volume benchmark and competitive backdrop against which Serafino positions its premium Italian varietal niche.
• Yalumba: Family-owned South Australian wine producer (Hill-Smith family) with broad portfolio across multiple regions. Comparable multi-generational family ownership and estate-based hospitality, but at materially larger scale.
• Penfolds: Treasury Wine Estates-owned Australian icon with a multi-region portfolio including McLaren Vale wines. Relevant as the dominant Australian premium-wine incumbent against which Serafino competes for cellar door and DTC mindshare.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/SerafinoWines
• LinkedInau.linkedin.com/company/serafino-wines
• Instagraminstagram.com/serafinowines
• Xx.com/serafinovino

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

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 Serafino