Soumah

What Soumah does

Soumah (legal entity: Soumah Wines) is a privately held, family-owned boutique winery founded in 2010 and headquartered at 18 Hexham Road, Gruyere, in Victoria's Yarra Valley wine region, with first vineyards planted at the Hexham site in 1997 and a second estate site (Upper Ngumby) added near Yarra Glen. The company's portfolio of 49+ wines spans six ranges — d'Soumah (entry-level), Single Vineyard (premium single-estate wines from Hexham and Upper Ngumby), Equilibrio (reserve), Muse (experimental and limited releases), European Collection (imported Italian and French labels) and Skye Ridge (regional Australian value range) — produced using minimal-intervention cool climate techniques (handpicking, whole bunch pressing, wild yeast fermentation, French oak maturation). A distinguishing capability is the cultivation of rare northern Italian grape varieties (Savarro, Brachetto, Marzemino, Nebbiolo, Barbera) alongside Yarra Valley classics (Pinot Noir, Chardonnay), branded as 'a little bit of Italy in the Yarra Valley'. Wine credentials include 95–96 point scores and trophies from Decanter, International Wine & Spirit Competition, Halliday Wine Companion, International Cool Climate Wine Show, and Yarra Valley Wine Show.

Soumah operates a fully vertically integrated direct-to-consumer model with five revenue streams: (1) e-commerce and cellar door wine sales (auto-applied 5% discount on 6+ bottles), (2) Club Azzurro two-tier subscription wine club (Zaffiro and Diamante) with 15–30% discounts and free Australia-wide shipping, (3) Ai Fiori Trattoria on-site Italian restaurant (open daily for lunch, weekend minimum spend and surcharges), (4) Villa Sophia (4-bedroom villa) and four Villette studio/Grande accommodation units, and (5) tiered paid tasting experiences (Classic $18, Italian $30, Premium $55, self-guided flights $25). Distribution is exclusively through own channels within Australia (Yarra Valley and Melbourne metropolitan area), with no third-party retail or wholesale partnerships for own-label wines. Marketing is anchored in DTC experiences, the soumah.com.au e-commerce site, email newsletter, social media (Instagram, Facebook), and ticketed on-site events. Leadership is founder-led by Brett Butcher (Vigneron and Founder), with a specialist team including Chief Winemaker Scott McCarthy (Yalumba, Oakville Ranch, Jacques Lurton, Rapaura pedigree), General Manager TJ Holmes (Adelaide oenology), and dedicated directors for viticulture, sales/marketing/logistics, hospitality, finance, and a head chef.

Name

Soumah

Legal name

Soumah Wines

Website

https://soumah.com.au

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Soumah is a family-owned Yarra Valley boutique winery producing cool climate wines — including rare northern Italian varietals — sold direct to Australian consumers via its own cellar door, e-commerce site, Ai Fiori Trattoria restaurant, vineyard accommodation, and Club Azzurro subscription.

Ownership category

akta.pro rank

Product category

Boutique Winery / Premium Wine Production

NAICS

Wineries (31213), Grape Vineyards (111332), Beer, Wine, and Liquor Retailers (445320)

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), Grape Growing & Canopy Management (In-Season Vineyard Operations) (AFAGAJAB), Wine Bars (CRANACAE)

Keywords

• Cool climate winemaking
• Boutique winery operations
• Wine subscription services
• Vineyard hospitality
• Italian varietal wines

Headquarters

HQ city

Gruyere

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Wine Sales (E-commerce & Cellar Door): Soumah sells wines directly to consumers through its website e-commerce store and at the cellar door, offering the full portfolio including d'Soumah, Single Vineyard, Equilibrio, Muse, European imports, and Skye Ridge ranges. Volume discounts are applied automatically at checkout (5% off 6+ bottles).
2. Club Azzurro Wine Subscription: Two-tier subscription wine club (Zaffiro and Diamante memberships) with recurring shipments 3 times per year (Zaffiro: 8 bottles/shipment) or monthly-style (Diamante: 12 bottles/shipment). Members receive 15–30% discounts depending on tier and wine range, free Australia-wide shipping, and exclusive access to first releases and museum stocks.
3. Hospitality (Ai Fiori Trattoria Restaurant): On-site Italian-inspired trattoria open daily for lunch (11:30am–4pm), generating food and beverage revenue. Weekend and public holiday surcharges apply (10% and 20% respectively), with minimum spend requirements of $40 per adult on weekends and holidays.
4. Accommodation (Villa Sophia & Villette): On-site vineyard accommodation at Villa Sophia (225sqm, 4-double bedroom villa) and four Villette units (three 77sqm studio Villette; one 130sqm Grande Villette). 2-night minimum stays apply, with 15% off stays of 3+ nights (Villa Sophia) and 20% off weekday stays (Villette). Complimentary Blanc de Blanc and Antipasti board on arrival.
5. Wine Tasting Experiences: Paid wine tasting experiences at the cellar door: Classic Wine Tasting ($18), Italian Wine Tasting ($30), Premium Wine Tasting ($55), and self-guided wine flights ($25). Experiences are non-redeemable on purchase and require prepayment.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Soumah is a boutique Yarra Valley winery that produces and sells cool climate wines under multiple ranges (d'Soumah, Single Vineyard Series, Equilibrio, Muse Collection, Skye Ridge) plus an imported European Collection. It also operates a direct-to-consumer wine club (Club Azzurro), an on-site cellar door with tasting experiences, the Ai Fiori Trattoria Italian-inspired restaurant, and Vineyard accommodation (Villa Sophia and Villette).

Product overview

Soumah is a Yarra Valley winery producing cool climate wines across multiple tiers. The core portfolio centers on d'Soumah (entry-level), Single Vineyard Series (premium single vineyard wines from Hexham and Upper Ngumby), Equilibrio Series (reserve-tier benchmark wines), and Muse Collection (experimental limited releases including The Butcher blends and Wild Savagnin). The European Collection features imported Italian and French wines. Accommodation, dining at Ai Fiori Trattoria, cellar door tastings, and Club Azzurro wine subscription complete the offering. All wines are distributed through the company's Shopify e-commerce platform.

Differentiator

Problem solved

Functional benefit

Brands

• d'Soumah Wines: Entry-level wine range featuring Yarra Valley cool climate wines including Chardonnay, Pinot Noir, Shiraz Viognier, and Italian varietals.
• Single Vineyard Series
• Equilibrio Series
• Muse Collection
• European Collection
• Skye Ridge
• Club Azzurro

Products and services

• d'Soumah Wines Entry-level wine range featuring cool climate Yarra Valley varietals and northern Italian-inspired wines including Chardonnay, Pinot Noir, Blanc de Blanc sparkling, Brachetto Frizzante, Ai Fiori Rosato, and Barbera Nebbiolo blend, sold to individual wine consumers.
• Single Vineyard Series Premium single vineyard wines from Hexham and Upper Ngumby vineyards featuring Chardonnay, Pinot Noir, Savarro, Pinot Grigio, Marzemino, Nebbiolo, Cabernet Sauvignon, Viognier, and Late Harvest Viognier, aimed at premium wine consumers.
• Equilibrio Series Reserve-tier wines representing the finest barrels, clonal mixes, and new oak integration to benchmark each vintage, including Chardonnay, Pinot Noir, Syrah, and Viognier, targeted at premium wine collectors.
• Muse Collection Experimental and limited-release wines including Crescent Moon Méthode Traditionnelle, Wild Savagnin 'Solero', and The Butcher single vineyard blends (Frank Wynyard Cut and Thomas Hendy Cut), aimed at collectors seeking distinctive bottlings.
• European Collection Imported wines from northern Italy and France including Prosecco, Pinot Grigio, Corvina, Pinot Nero, Teroldego, Lagrein, Marzemino, Barbera d'Alba, Barolo, Nebbiolo Langhe, Rosso di Montepulciano, Vino Nobile di Montepulciano, Brunello di Montalcino, and French Burgundy and Rhône wines, sold to consumers seeking Italian and French styles.
• Skye Ridge Value-oriented wines sourced from Clare Valley Riesling, Victorian Pinot Noir, and Coonawarra Cabernet Sauvignon, sold to everyday wine consumers.
• Club Azzurro Wine Club Wine subscription club with two tiers (Zaffiro 8 bottles/shipment three times per year and Diamante 12 bottles/shipment) offering 15–30% discounts on wines, free Australia-wide shipping, priority access to first releases, complimentary Premium Wine tastings, and member-only events, targeted at individual wine enthusiasts seeking recurring shipments.
• Cellar Door Tasting Experience Wine tasting experiences at the Yarra Valley cellar door including Classic Wine Tasting ($18), Italian Wine Tasting ($30), Premium Wine Tasting ($55), and self-guided Wine Flights ($25), offered to visitors and wine tourists.
• Ai Fiori Trattoria On-site Italian-inspired restaurant serving wood-fired pizzas, hearty pastas, and desserts with vineyard views, open daily 11:30am–4pm, paired with Soumah wines and targeted at wine tourism and day-tripper visitors.
• Villa Sophia and Villette Accommodation On-site vineyard accommodation including Villa Sophia (225sqm four-bedroom villa with ensuites, kitchen, fireplaces, vineyard views) and four Villette units (three 77sqm studios and one 130sqm Grande) with complimentary Blanc de Blanc and antipasti on arrival, targeted at leisure travellers and luxury accommodation seekers.
• Premium Wine Experience Exclusive tasting of reserve and limited-release wines in a private Premium Wine Room, including museum wines, Equilibrio range, reserve Nebbiolo, and The Butcher wines, offered to wine enthusiasts and private groups.
• Olive Oil d'Soumah Extra virgin olive oil produced from Soumah's vineyard and sold via the e-commerce platform, complementing the wine range.
• Soumah Branded Accessories and Gift Cards Branded merchandise including Gift Cards ($100+), Apron ($25), Single-Bottle Wine Cooler Bag ($10), Three-Bottle and Four-Bottle Wine Cooler Bags, Luxury Wine Polishing Cloths ($20), and Sparkling Wine Stopper ($18), sold to gift buyers and brand enthusiasts.

Quantifiable outcome

• 96 Points & Gold Medal (2025 Single Vineyard Hexham Chardonnay, 2026 International Wine & Spirit Competition)
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Italian Import Wineries (Various)coreChannel Partner/ Reseller/ DistributorSoumah imports and resells wines from northern Italian producers including Castelnuovo del Garda (Prosecco DOC, Pinot Grigio, Corvina), Ellena Giuseppe (Nascetta Langhe DOC, Nebbiolo Langhe DOC, Barbera d'Alba, Barolo La Morra DOCG, Barolo Ascheri DOCG), Tarlao (Pinot Bianco, Friulano, Malvasia, Traminer Aromatica, Refosco), Talosa (Rosso di Montepulciano DOC, Vino Nobile di Montepulciano DOCG, Vin Santo di Montepulciano DOC), Terre Nere (Rosso di Montalcino DOC, Brunello di Montalcino DOCG), Boffa (Roero Arneis DOCG, Dolcetto d'Alba DOC, Barbera d'Alba Buschet DOC, Barbaresco DOCG), and Cantina d'Isera (Teroldego, Lagrein, Marzemino CORE). These wines are available through Soumah's e-commerce and cellar door alongside its own label wines.
• French Import Wineries (Various)minorChannel Partner/ Reseller/ DistributorSoumah imports French wines including Domaine Arnoux (Bourgogne Aligoté AOC, Hautes Côtes de Beaune Blanc, Pinot Noir AOC, Chorey-lès-Beaune Rouge AOC, Savigny-lès-Beaune Rouge AOC, Savigny-lès-Beaune 1er cru, Aloxe-Corton Rouge AOC, Corton Grand Cru Rouge), J. Denuzière (Crozes-Hermitage Blanc AOC, Côtes du Rhône Rouge, Crozes-Hermitage Rouge, Côte-Rôtie), Jacques Tissot (Vin Jaune Arbois), and Domaine St Patrice (Châteauneuf-du-Pape AOC). These are available in the European Collection section of the Soumah shop and featured at events like 'A Rhone Affair' long lunch.
• Skye Ridge (Australian Regional Wine Range)minorChannel Partner/ Reseller/ DistributorSkye Ridge is a separate label produced from fruit sourced from Clare Valley (Riesling), Victoria (Pinot Noir), and Coonawarra (Cabernet Sauvignon) — distinct from the Yarra Valley-focused Soumah estate wines. Soumah markets and sells Skye Ridge wines through its own e-commerce platform and cellar door, acting as a channel partner for this regional range.
• Hop It (Yarra Valley Hop-on Hop-off Bus Service)minorChannel Partner/ Reseller/ DistributorHop It is Yarra Valley's only hop on and hop off bus service, operating along the Maroondah Highway route. Soumah is on the Hop It route, making it accessible to visitors without private transport. Soumah recommends Hop It alongside private transfer services (Big Grape Transfers, Yarra Valley Transfers, Tour Local) for guests without vehicles.
• Imbue DistilleryminorChannel Partner/ Reseller/ DistributorImbue Distillery (Australian craft gin and vodka distillery) products are featured in Soumah cocktail recipes on the Brachetto Frizzante and Blanc de Blanc product pages, including the Brachetto Spritz (Imbue gin), Berry Sparkler (Imbue gin), Girasole Brachetto Frizz (Imbue Sunflower vodka), and L'Elisir d'Soumah (Imbue Distillery Elixir). This is a cross-promotional relationship where Soumah recommends Imbue spirits as cocktail mixers.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Brown Brothers: Large Australian family-owned winery with cellar door, restaurant and accommodation at Milawa. Closely mirrors Soumah's family-owned premium DTC + hospitality architecture, albeit at much larger scale and broader varietal range.
• Tahbilk: Historic Australian family-owned winery (Nagambie Lakes, Victoria) operating cellar door and tourism experiences. Comparable for family ownership, DTC + tourism model and Victorian production footprint.
• Yalumba: Iconic family-owned Australian winery with broad portfolio across regions. Comparable as a long-established family wine producer; Soumah's chief winemaker Scott McCarthy began his career at Yalumba, providing an industry pedigree linkage.
• De Bortoli: Major Australian family-owned winery with significant Yarra Valley (and other region) operations. Comparable for premium cool-climate portfolio and family ownership structure, though considerably larger in volume and breadth.
• Domaine Chandon Australia: Yarra Valley sparkling and still wine producer owned by Moët Hennessy. Comparable through Yarra Valley cool-climate production and cellar-door tourism, but operates at a much larger scale and within a global luxury beverage portfolio.

Direct peers

• Yering Station: Historic Yarra Valley winery with cellar door, on-site restaurant and accommodation. Closely mirrors Soumah's full-precinct DTC + hospitality model in the same region.
• Coldstream Hills: Yarra Valley winery now owned by Treasury Wine Estates. Comparable as a Yarra Valley cool-climate Pinot Noir/Chardonnay producer with cellar door presence and similar varietal mix, though with significantly larger corporate backing.
• Giant Steps: Yarra Valley boutique winery (part of the Top Drop group) producing premium single-vineyard Pinot Noir and Chardonnay. Direct peer given shared region, premium cool-climate portfolio, DTC focus and hospitality-adjacent identity.
• Levantine Hill: Premium Yarra Valley boutique winery operating a fine-dining restaurant (Ezard at Levantine Hill), cellar door and luxury estate functions. Direct peer given shared Yarra Valley premium DTC positioning, food-and-wine destination model, and Italian/European-inspired varietal emphasis.
• Oakridge Wines: Yarra Valley boutique winery with cellar door, single-vineyard wines and on-site restaurant. Comparable through the same region, premium DTC stack, single-vineyard portfolio and award-driven positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/soumahwines
• Facebookfacebook.com/soumahwines

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Soumah