Mount Majura Vineyard

What Mount Majura Vineyard does

Mount Majura Vineyard, legally Mount Majura Wines (ACT) Pty Ltd, is a privately held Australian cool-climate winery established in 1988 in the Canberra District (Majura, ACT), producing a portfolio of still whites (Riesling, Chardonnay, Pinot Gris, Ansonica, Albariño), still reds (Tempranillo, Shiraz, Graciano, Mencía, and the signature TSG blend), sparkling wines (The Silurian, including 12+ year Late Disgorged releases), and since 2026 a craft Vermouth. Production rests on geologically distinctive 430-million-year-old Silurian limestone and volcanic soils, with proprietary techniques including extended lees aging for sparkling complexity and the multi-varietal TSG blending methodology developed over 25 vintages under founding winemaker Frank van de Loo, who transitioned to a part-owner role in 2024 alongside new General Manager/Viticulturist James Hopper and Winemaker Jeremy Nascimben.

The company operates a hybrid direct-to-consumer and trade distribution model. Primary revenue streams are the on-site cellar door (88 Lime Kiln Road, Majura, open daily 10am–5pm) with paid tastings at A$20–A$50 per person, an Australia-only e-commerce store shipping on orders of 3+ bottles, a tiered Wine Club subscription (1–12 month delivery cycles with 10–20% discounts), and trade distribution via REAL Wines for Sydney/Melbourne and direct accounts managed by Sales and Marketing Manager Fergus McGhie. Experiential revenue is layered on via paid experiences (Truffle Infused Winter Tasting, Piquette Picnic, Winemakers Choice, TSG Blending Day, Live Music Fridays) and venue hire for private and corporate functions, supported by partnerships with adjacent operators (Cubby and Co glamping, Treetops Adventure, The Truffle Farm, Le Cheeserie, Jasper + Myrtle Chocolates, Bentsoke Brewing).

The company is pursuing measured expansion through climate-adaptive varietal trials (Albariño, Mencía, Paraletta sourced from Spain and Portugal), digital marketing adoption (Google Ads, Meta Custom Audiences, Mailchimp), and award-validated brand building (Chairman's Trophy and Gold Medal at the Canberra Wine Show, dual gold medals at the 2025 Canberra Wine Show and International Riesling Challenge, Halliday Top 5 Red Stars in 2026). It is a small organization of 11–50 employees with no external funding rounds and no public financial disclosure, indicating a privately funded, owner-operated boutique winery with growth constrained primarily by single-site production capacity rather than demand.

Name

Mount Majura Vineyard

Legal name

Mount Majura Wines (ACT) Pty Ltd

Website

https://mountmajura.com.au

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

Mount Majura Vineyard is a privately held Australian cool-climate winery in the Canberra District producing cool-climate still, sparkling, and blended wines plus a craft vermouth, selling directly to consumers through a cellar door, e-commerce store, and wine club, with trade distribution in Sydney and Melbourne via REAL Wines.

Ownership category

akta.pro rank

Product category

Premium Wine Production

NAICS

Wineries (31213), Wineries (312130), Grape Vineyards (111332), Distilleries (31214), Beer, Wine, and Liquor Retailers (445320)

SIC

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

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

akta.pro secondary industries

Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine Grape Vineyard Operations (Varietal/AVA Practices, Yield & Quality Targets) (AFAGAJAJ), Wine Tastings & Vineyard/Winery Tours (THAJAGAD)

Keywords

• Cool-climate winemaking
• Artisanal wine production
• Cellar door experiences
• Wine club subscriptions
• Vineyard estate hospitality

Headquarters

HQ city

Majura

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, Technology or R&D, Infrastructure

Revenue model

1. Direct Wine Sales (Cellar Door & E-commerce): The primary revenue stream is direct-to-consumer wine sales through the on-site cellar door and the online store. Prices are in Australian dollars inclusive of GST, with free shipping on orders of 3 or more bottles. The winery only ships within Australia.
2. Wine Club Subscriptions: Recurring subscription revenue through the wine club, with members receiving curated wine packs (Made for the Moments, Majura Monthly, New Release, or Choose Your Own) delivered every 1, 2, 3, or 6 months. Discounts range from 10% (6 bottles every 6 months) to 20% (12 bottles every 3 months). All orders of 3+ bottles include free shipping.
3. Cellar Door Tastings and Experiences: Revenue from paid tastings at the cellar door including Winemakers Choice ($30pp), Truffle Infused Winter Tasting ($40pp), and Local Favourites ($20pp). Also includes Piquette Picnic ($45 for two) and table bookings ($10 per person credited to final bill).
4. Trade and Distribution Sales: Wholesale and trade sales through distribution partners including REAL Wines for Sydney/Melbourne markets and direct trade relationships managed by Fergus McGhie for Canberra and national accounts. Trade contact: [email protected], 0423 240 372.
5. Events and Private Functions: Revenue from private function and event hire at the vineyard venue (hired from 6pm daily when cellar door closes, or smaller events during the week). Also includes ticketed events such as TSG Blending Day ($50pp), live music evenings ($20pp), and wine masterclasses.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Mount Majura Vineyard is an Australian cool-climate winery and vineyard that grows, produces, and sells a portfolio of premium wines including Riesling, Shiraz, Tempranillo, Graciano, Chardonnay, Pinot Noir, the proprietary TSG (Tempranillo, Shiraz, Graciano) blend, and traditional-method sparkling wines such as The Silurian and Late Disgorged vintages. The estate operates a cellar door with paid tasting flights, picnics, and tours, runs a multi-tier wine club subscription delivering curated wine packs, hosts ticketed events and private functions, and has launched a craft vermouth. Distribution is via direct-to-consumer channels, with limited wholesale reach through REAL Wines for Sydney/Melbourne.

Product overview

Mount Majura Vineyard is an Australian cool-climate winery located in the Canberra District, producing a portfolio of wines including still whites (Riesling, Chardonnay, Pinot Gris, Ansonica, Albariño), still reds (Tempranillo, Shiraz, Graciano, Mencia, TSG blend), and sparkling wines (The Silurian Sparkling, including Late Disgorged vintages). The winery has expanded into craft spirits with their inaugural Vermouth. Their core products are complemented by experiential offerings including cellar door tastings (Truffle Infused Winter Tasting, Winemakers Choice, Local Favourites, Vermouth Tasting), picnic experiences, and venue hire for functions. The Wine Club offers subscription delivery with multiple pack options and discounts up to 20%. They also offer specialty products like Piquette (low-alcohol sparkling drink) and Single Site wines from specific vineyard blocks.

Differentiator

Problem solved

Functional benefit

Products and services

• Riesling

Quantifiable outcome

• Gold Medal 95 points + Chairman's Trophy at The Canberra Wine Show for 2012 Late Disgorged Silurian
• +1 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• REAL WinescoreChannel Partner/ Reseller/ DistributorREAL Wines serves as the primary distribution partner for Mount Majura Vineyard in Sydney and Melbourne markets, extending the winery's reach beyond its home ACT region into two major Australian metropolitan wine markets.
• Fergus McGhie (Sales and Marketing Manager)coreOthersFergus McGhie manages direct trade relationships for Canberra and national accounts as Sales and Marketing Manager. Contact: [email protected], 0423 240 372. Represents the winery at trade tastings, events, and direct sales to restaurants and venues nationally.
• Treetops AdventureminorGTM or Marketing PartnerCorporate team-building partnership offering combined outdoor adventure at Treetops Canberra (Majura Pines) and wine tasting experiences at Mount Majura Vineyard. A discount is offered in partnership for bookings in September through November.
• Cubby and CominorGTM or Marketing PartnerAccommodation partnership offering glamping stays (one tiny home and two bell tents) adjacent to the Mount Majura vineyard. Provides an extended-stay experience for winery visitors, enabling overnight guests to enjoy stargazing from the vineyard.
• Le CheeserieminorGTM or Marketing PartnerCanberra-based artisanal cheese retailer partnering with Mount Majura for wine and cheese masterclasses at Stomp Festival, CMAG Pop-Up Bar, and Oozy Boozy Cheese Market. Le Cheeserie is described as one of Canberra's best and most specialised cheese shops.
• The Truffle FarmminorGTM or Marketing PartnerNext-door neighbor providing fresh truffles for Mount Majura's Truffle Infused Winter Tasting (June–August). The two wineries co-host an annual Long Lunch during Stomp Festival/Canberra Wine Week in the Truffle Farm's luxury barn surrounded by 8,000 oak and hazelnut trees.
• Jasper and Myrtle ChocolatesminorGTM or Marketing PartnerCanberra artisan chocolate maker whose products are included in the Piquette Picnic pack and wine and picnic pack offerings at Mount Majura Vineyard.
• Bentsoke Brewing Co.minorGTM or Marketing PartnerCanberra craft brewery whose beers are available alongside Mount Majura wines at live music Friday events and some tasting occasions.
• University of Canberra (Design Students)minorStrategic or Co-development PartnerSecond-year design students at the University of Canberra participated in a competition to design the labels for Mount Majura's first-ever vermouth release, as part of their first semester assessment. The project provided students with real-world experience working with a business client.
• Urban Wine Walk (Canberra and Manly)minorGTM or Marketing PartnerMount Majura participates in the Urban Wine Walk event series, a self-guided wine tasting experience across multiple venues in a city. Has appeared at venues in Canberra (Midnight Bar) and Manly (Felons Brewing Co.), connecting directly with urban wine consumers.
• Corella BarminorGTM or Marketing PartnerCorella Bar in Braddon hosts a wine dinner pairing Mount Majura wines with their seasonal menu, showcasing the winery to Canberra's hospitality scene.
• Ronald McDonald House Charities (RMHC ACT & SE NSW)minorOthersMount Majura participates in annual Meet the Maker dinners hosted at Pialligo Estate to raise funds for Ronald McDonald House Charities ACT & SE NSW, supporting families with seriously ill children.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Yalumba: Yalumba is a multi-generational Australian family-owned wine group with broad portfolio, export presence, and historic brand recognition. It illustrates the broader incumbent model of family ownership with multi-region production and cellar door tourism.
• Penfolds: Penfolds is Australia's largest and most iconic premium wine producer with multi-region sourcing and a global distribution footprint. It serves as the broad incumbent benchmark for Australian premium wine pricing and international brand reach that Mount Majura aspires to.

Direct peers

• Helm Wines: Helm Wines is a Canberra District family-owned winery producing premium cool-climate Riesling, Cabernet, and traditional method sparkling wines. It directly competes with Mount Majura for cellar door traffic, wine club members, and Canberra region recognition.
• Oakridge Wines: Oakridge is a Yarra Valley premium winery with a high-end cellar door restaurant and single-vineyard wines, comparable to Mount Majura in estate-grown single-site philosophy and DTC experience-led revenue mix.
• Clonakilla Wines: Clonakilla is a leading Canberra District boutique winery best known for its Shiraz Viognier blend and cool-climate reds. It is the most direct local competitor to Mount Majura in terms of region, premium DTC positioning, and award-winning estate-grown production.
• Shaw + Smith: Shaw + Smith is a premium cool-climate Adelaide Hills winery with a strong DTC, restaurant, and cellar door program, recognised for Riesling, Chardonnay, and Pinot Noir. It is comparable to Mount Majura in scale, premium positioning, and award-driven brand building.
• Josef Chromy Wines: Josef Chromy is a Tasmania cool-climate premium winery with restaurant, cellar door, and event venue operations. It is comparable in combining award-winning cool-climate wines with a strong experiential DTC offering.
• Handpicked Wines: Handpicked Wines is a multi-region Australian premium wine producer with cellar doors and a wine club subscription model. It is comparable in DTC subscription architecture, multi-region sourcing, and cellar-door experience focus.
• Lark Hill Biodynamic Winery: Lark Hill is a Canberra District biodynamic winery focusing on Riesling, Pinot Noir, and cool-climate varietals with strong DTC and cellar door presence. It is a comparable boutique estate competitor within the same Canberra region.
• Giant Steps Wine: Giant Steps is a Yarra Valley cool-climate specialist focusing on single-vineyard Chardonnay, Pinot Noir, and Heathcote Shiraz. It is comparable in premium positioning, single-site terroir focus, and DTC-led commercial model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mountmajurawine

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Mount Majura Vineyard