What Best's Wines does

Best's Wines is a 160-year-old, privately held Australian winery headquartered at 111 Bests Road, Great Western, Victoria. Founded in 1866 when Henry Best purchased 73 acres along the Concongella Creek, the operation has been owned and run by the Thomson family since 1920 across five generations. Today Best's produces handcrafted red, white, sparkling, and fortified wines across tiers ranging from the everyday Great Western range to museum releases from pre-phylloxera vines planted in 1868, including the Langton's First Classified Thomson Family Shiraz, Bin No. 0 Shiraz, Bin No. 1 Shiraz, Old Vine Pinot Meunier, and Foudre Ferment Riesling. The company serves wine enthusiasts, collectors, and Grampians-region wine tourists through five revenue streams: a direct e-commerce storefront with Australia-wide shipping, a six-tier Magnum Wine Club subscription, paid cellar door tastings ($10-$40 per person), ticketed events and dinners (Museum Wine Nights at $60, Stables Dinners, Zoom Masterclasses), and B2B wholesale distribution through Oatley Wines (mainland Australia) and DJanda (Tasmania).

The company's principal asset is a 1.2-hectare Nursery Block planted in 1866 with 39 grape varieties — eight of which remain unidentified — and Concongella vineyard containing some of the world's oldest ungrafted pre-phylloxera Shiraz, Pinot Meunier, Dolcetto, and Pinot Noir vines. Winemaking follows traditional low-intervention methods: hand-harvesting, hand-sorting, open fermentation with manual plunging, wild/indigenous-yeast fermentation, and aging in French oak foudres (including 2,500-litre vessels for the Foudre Ferment Riesling) and barriques. Historic underground cellars hand-dug in the 1870s remain operational for premium red maturation, supporting the 30+ year aging curve of Great Western Cabernet Sauvignon. The winery's six-tier Wine Club (Discovery, Magnum, Magnum Red, Handpicked, Icon, Imperial) anchors recurring revenue with free shipping on club packs, exclusive releases, and member discounts. Pricing spans approximately $25 per bottle for entry-tier Great Western wines to $365+ for the 160th Anniversary 2017 horizontal 6-pack, with a typical free-shipping threshold of $300 for online orders.

Best's employs 11-50 staff under Managing Director Ben Thomson (5th generation), Chairman Viv Thomson OAM (4th generation, 2017 Legend of the Vine recipient), Winemaker Jacob Parton, Wine Club Manager Nicole Thomson, Regional Sales Manager Hamish Thomson, and National Sales Manager Graeme Hogan. The business is privately held with no external funding rounds, parent company, or subsidiaries. Industry recognition underpins pricing power: the 2011 Bin No. 1 Shiraz won the Jimmy Watson Memorial Trophy; the 2021 Foudre Ferment Riesling was Halliday Wine of the Year (2023) and took three trophies at the 2025 Canberra International Riesling Show; Thomson Family Shiraz received Langtons First Classified status in 2024; and Best's was named Halliday Best Value Winery of the Year in 2021 and Top 10 People's Choice Best Winery Experiences in 2026.

Name

Best's Wines

Legal name

Best's Wines Pty Ltd

Website

https://bestswines.com

Company type

Private

Founded year

1866

Operating status

Operating

Headcount range

11–50 employees

Short description

Best's Wines is a 160-year-old Australian winery in Great Western, Victoria, producing premium red, white, and sparkling wines from pre-phylloxera 1868 vines. The Thomson family operates cellar door, e-commerce, a multi-tier Wine Club, and wholesale via Oatley Wines.

Ownership category

akta.pro rank

Product category

Winery & Wine Production

NAICS

Wineries (312130), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

akta.pro secondary industries

Wine Production & Winemaking (AFAFAAAB), Wineries & Vineyards (Tasting Rooms) (THAFALAE), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF)

Keywords

• Red wine production
• White wine production
• Wine club memberships
• Cellar door tastings
• Sparkling wine production

Headquarters

HQ city

Great Western

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Wine Sales: Best's Wines sells wine directly to consumers through their e-commerce website and cellar door. Orders are processed online with credit card payment (Visa, MasterCard, American Express). The company ships Australia-wide and internationally. No minimum purchase required but orders in multiples of 3, 6, or 12 bottles are preferred for packaging.
2. Wine Club Membership: Best's operates a Wine Club (Magnum Wine Club) with subscription shipments offering members free shipping on club packs, exclusive releases, and member discounts on tastings. Club tiers include Discovery, Magnum, Magnum Red, Handpicked, Icon and Imperial.
3. Cellar Door Experiences: The winery generates revenue through paid tasting experiences at the cellar door, including Great Western Tastings ($10/person), Premium Tastings ($15/person), 160th Anniversary Vertical Tastings ($40/person), Private Icon Tastings, and Zoom Masterclasses with wine packs.
4. Events and Private Functions: Revenue from ticketed events including Museum Wine Nights ($60 entry with tastings), Stables Dinners, and masterclasses. Event tickets include wine tastings with additional charges for food platters and additional museum tastings.
5. Wholesale Distribution: Best's distributes through wholesale channels nationally via Oatley Wines (mainland Australia) and DJanda (Tasmania), with Graeme Hogan managing international distribution enquiries. This represents B2B revenue alongside direct consumer sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels11 records

Core offering

Best's Wines is a fifth-generation family-owned winery in Great Western, Victoria, producing handcrafted red, white, and sparkling wines from heritage vineyards including 1868 pre-phylloxera plantings. The company sells directly to consumers through an e-commerce site, an on-site cellar door, and a multi-tier Magnum Wine Club subscription, while also distributing nationally via Oatley Wines (mainland Australia) and DJanda (Tasmania) and managing international enquiries through its National Sales Manager. Revenue is supplemented by paid tasting experiences, Zoom Masterclasses, and ticketed hospitality events such as Stables Dinners and Museum Wine Nights.

Product overview

Best's Wines is an Australian family-owned winery in Great Western, Victoria, producing a portfolio of wines across multiple categories including reds (Shiraz, Pinot Meunier, Pinot Noir, Cabernet Sauvignon, Dolcetto), whites (Riesling), and sparkling wines. Key products include the premium Thomson Family Shiraz (Langton's First Classified from 1868 vines) and Bin No. 0 Shiraz (Classified), the everyday Bin No. 1 Shiraz, Old Vine Pinot Meunier from 1868 plantings, and the award-winning Foudre Ferment Riesling. The winery also offers wine club memberships across multiple tiers, cellar door tasting experiences (Great Western, Premium, Icon, and Private tastings), virtual Zoom Masterclasses, and special events including Stables Dinners and Museum Wine Nights. Additional offerings include special anniversary packs and event-based wine experiences.

Differentiator

Problem solved

Functional benefit

Products and services

• Thomson Family Shiraz Premium Shiraz made from some of the oldest living Shiraz vines in the world, planted in 1868, representing five generations of Thomson family commitment. Langton's Classification VIII 'First Classified' status (2024) places it among Australia's elite fine wines alongside Penfolds Grange.
• Bin No. 0 Shiraz Premium Shiraz from the winery's oldest lineage, classified by Langton's Classification VIII (2024) as a top Australian fine wine. Award-winning with over a century of heritage and a recognised icon in the Best's portfolio.
• Bin No. 1 Shiraz The winery's everyday hero medium-bodied Shiraz launched in 2000, crafted from Great Western fruit and parcels from trusted regional growers. Flavoursome and elegant with pepper and spice, and winner of the Jimmy Watson Memorial Trophy in 2012 for the 2011 vintage.
• Old Vine Pinot Meunier Iconic single-varietal wine made from old 1868 Pinot Meunier plantings. Best's has been producing this wine since 1967, making it one of the few wineries in the world to produce a pure Pinot Meunier from such old vines. The 2019 vintage scored 97 points with Halliday.
• Great Western Riesling Aromatic white wine from the Great Western varietals range with intense lime zest and pith flavors, awarded 95 points in the Halliday Wine Companion.
• Great Western Pinot Noir Light and approachable Pinot Noir featuring cherries, star anise, and menthol with supple tannins and tangy acidity. Part of the core Great Western varietals range.
• Great Western Cabernet Sauvignon Cabernet Sauvignon blend (10% merlot, cabernet franc and Shiraz) matured for 12 months in old vats or French hogsheads. Potent and precisely vinified wine of great length from the 13 Acre block, with documented 30+ year aging potential.
• Dolcetto Italian-style red wine from vines planted in 1868, making them the oldest ungrafted Dolcetto vines in the world. Features juicy black cherry flavors with fine powdery tannins.
• Nursery Block Dry Red Field blend wine made from numerous red varieties sourced from the historic Nursery Block planted in 1866, including varieties recorded by Henry Best as Black Prince, Bad Bearer, Rough Leaf, Grand Turk, and Pinot Dru. Not made every year.
• Concongella Blanc White field blend containing 18 white varietals planted in the Nursery Block. Full-bodied wine with pronounced flavor intensity of spiced pear, green apple, apricot, and white stone fruit.
• Blanc de Noir White sparkling wine made from 100% Shiraz grapes, introduced in 2023. Grapes are harvested earlier than usual and gently pressed to avoid skin contact, producing a white bubbly from red grapes.
• Sparkling Shiraz Traditional sparkling red wine made from Shiraz, returned to production in 2006 after a 20-year absence. The style originated in the Great Western region in the late 1890s and includes a Late-Disgorged style with 6 years on lees.
• Foudre Ferment Riesling Distinctive Riesling matured in 2,500-litre French and Austrian oak foudres using wild fermentation and up to 4 months on lees. The 2021 vintage won Halliday 2023 Wine of the Year with 97 points, and the 2025 vintage won three trophies at the Canberra International Riesling Show.
• Magnum Wine Club Subscription The Magnum Wine Club subscription service with tiers including Discovery, Magnum, Magnum Red, Handpicked, Icon, and Imperial. Members receive free shipping on club pack shipments, exclusive releases, and member discounts on cellar door tastings. Managed by Nicole Thomson from the cellar door.
• Cellar Door Tasting Experiences Cellar door tasting experiences including Great Western Tasting ($10/person), Premium Tasting ($15/person), 160th Anniversary Vertical Tasting of Bin No. 0 Shiraz ($40/person), Long Weekend Tastings ($10 or $15), and Private Icon Tastings in the historic 1870s underground tank (max 6 people, price by enquiry).
• Zoom / Virtual Masterclasses Online wine tasting experiences hosted via Zoom for customers unable to visit in person. Public masterclasses limited to 20 tickets with a trio of 3x750ml bottles and free freight included. Private and corporate virtual events from $35-$50 per pack (60ml tasting bottles) with a minimum of 15 participants.
• Stables Dinners Intimate ticketed wine and dining events hosted at the Cellar Door with 20 seats per event. Chef Douglas Kerr from Peasant Ballarat pairs multi-course menus with Best's wines for a paired dinner experience.
• Museum Wine Nights Ticketed events featuring rare back vintage wines from the cellar. $60 entry includes 5 tastings from the Museum Wine List and a complimentary glass of bubbles on arrival; non-tasting ticket $10, additional museum tastings $5 each, platters from $10-$70.
• 160th Anniversary 2017 Horizontal 6-pack Limited anniversary release celebrating 160 years, featuring 6 bottles from the 2017 vintage: LSV Shiraz, House Block Riesling, Foudre Ferment Riesling, Cabernet Sauvignon, Cabernet Franc, and Bin No. 0 Shiraz. Includes chance to win Thomson Family Shiraz magnums valued at $1,000 each.

Quantifiable outcome

• Named Best Value Winery of the Year at 2021 Halliday Wine Companion Awards with 8 wines scoring 95+ points from over 9000 wines tasted
• +5 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Yalumba: Fifth-generation family-owned Barossa winery with cellar door, wine club, and heritage vine holdings. Comparable to Best's as a multi-generational family producer operating direct-to-consumer, wine club, and wholesale channels with significant vineyard heritage.
• Tahbilk: Fifth-generation family-owned Victorian winery (Nagambie) with heritage vines dating to 1860 and significant cellar door tourism. Comparable multi-generational family stewardship, heritage vine holdings, and tourism-focused direct-to-consumer model.
• Giaconda: Small, premium Beechworth producer of Chardonnay and Shiraz, also classified in Langton's. Comparable as a boutique, traditional, low-volume premium producer pursuing fine-wine auction relevance.
• Henschke: Sixth-generation family-owned premium winery in the Adelaide Hills/Eden Valley producing iconic single-vineyard wines including Hill of Grace. Highly comparable as a heritage Australian family winery with multi-generational stewardship, premium positioning, and old-vine assets.
• Mount Langi Ghiran: Grampians-region premium Shiraz producer in Victoria. Closest geographic peer to Best's and directly comparable as a regional Victorian Shiraz specialist pursuing cool-climate, elegant expressions of the variety.
• Seppeltsfield: Barossa heritage winery established in 1851, with cellar door, museum tastings of old vintage wines (Tawny Port program), and heritage tourism. Comparable heritage positioning, multi-generational tourism business model, and old-vine/museum wine offerings.
• Wendouree: Heritage Victorian/Clare producer also classified 'First Classified' in Langton's alongside Best's Thomson Family Shiraz. Directly comparable as a small, traditional, family-run winery focused on old-vine Shiraz with minimal-intervention winemaking.
• Rockford: Barossa Valley heritage winery producing Basket Press Shiraz and traditional varietals; also a Langton's First Classified producer. Comparable as a small, traditional, premium family-run winery with heritage positioning and old-vine focus.

Broad incumbents

• Seppelt: Historic Great Western/Western Victorian heritage winery now within Treasury Wine Estates. Relevant adjacent incumbent in the same Great Western heritage wine region with comparable historical and tourism legacy, though operating at significantly larger scale.
• Penfolds: Australia's largest premium wine brand and a Langton's First Classified producer (Grange). Broader incumbent in the same premium Australian wine category with vastly greater scale but overlapping positioning at the icon tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/BestsWines
• Instagraminstagram.com/bestswines
• Xx.com/BestsWines
• LinkedInlinkedin.com/company/bests-wines-great-western

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Best's Wines