Howard Park

What Howard Park does

Howard Park is a family-owned West Australian winery founded in 1986 by John Wade, with the Burch family assuming sole ownership in 1998 and now operating under the Burch Family Wines umbrella. The company produces premium wines from two of Australia's premier cool-climate regions — Margaret River and the Great Southern — across five estate vineyards totaling approximately 386+ hectares (Leston 138ha, Mount Barrow 200ha, Forest View 48ha, plus Abercrombie and Allingham), supported by an on-site rootling nursery producing up to 40,000 vine rootlings per year from Burgundy clones. Its wine portfolio spans six collections: Icon Wines (Abercrombie Cabernet Sauvignon, Allingham Chardonnay, A.S.W. Cabernet Shiraz), Jeté méthode traditionnelle sparkling wines (where it is the largest producer in Western Australia), Distinguished Sites single-vineyard releases, Heritage whites (Riesling, Chardonnay, Sauvignon Blanc), Regional Range blends, and Arbor Novae Wine Club-exclusive small-batch wines. Howard Park has held the Halliday Wine Companion 5-Star rating for 25 consecutive years and counts the second-highest number of Real Review Merits in Australia behind only Penfolds.

The company monetizes through three primary channels: (1) direct-to-consumer sales via an architecturally acclaimed cellar door in Margaret River (open daily, with walk-in tastings at AUD 10 and seated flights from AUD 30–50), a Wine Chapel offering exclusive private tastings, and the Burch Family Wines branded e-commerce storefront; (2) a free Wine Club membership with tiered discounts, free shipping on orders over AUD 300, exclusive access to limited wines and museum releases, and member-only events; and (3) wholesale distribution to approved stockists across Australia under national liquor licensing terms. The company does not currently ship internationally. Supporting offerings include regular hosted events (Old Wine Weekend, Oysters & Riesling, Pair'd Grand Tasting, 40th Anniversary events series), the Arbor Novae charity-linked small-batch line donating to Regenerate Australia, and secondary brands Marchand & Burch and MadFish accessible through the same wine club membership.

Name

Howard Park

Legal name

Howard Park Wines Pty Ltd

Website

https://howardparkwines.com.au

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

Howard Park is a family-owned West Australian winery producing premium wines from five estate vineyards in Margaret River, Great Southern, and Pemberton, sold via cellar door, a free wine club, DTC e-commerce, and Australian wholesale. It is the largest méthode traditionnelle sparkling producer in WA.

Ownership category

akta.pro rank

Product category

Premium Australian Wine

NAICS

Wineries (312130)

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), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Wine Tastings & Vineyard/Winery Tours (THAJAGAD)

Keywords

• Premium wine production
• Estate vineyard management
• Methode traditionnelle sparkling
• Wine tourism experiences
• Wine club membership

Headquarters

HQ city

Cowaramup

HQ country

Australia

HQ region

Oceania

Offices8 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-consumer wine sales: Online wine sales through the Burch Family Wines branded storefront (burchfamilywines.com.au), covering all product ranges including Icon wines, Jeté sparkling, Distinguished Sites, Heritage, Regional Range, and Arbor Novae (exclusive to wine club members). Also includes in-person sales at the Margaret River Cellar Door and direct wine club shipments.
2. Wine Club membership: Free membership program offering discounts on all wine purchases, free shipping on orders over $300, exclusive access to limited-edition wines and museum releases, first access to new releases, and invites to member-only events. No membership fees. Revenue generated through ongoing wine purchases by members.
3. Cellar Door tastings and experiences: Paid tasting experiences at the Margaret River cellar door including walk-in bar tastings ($10, redeemable on purchase), seated tasting flights from $30–$50 per person, and gourmet picnic platters. Also includes exclusive Wine Chapel private tastings.
4. Wholesale and distribution: Wholesale distribution of Howard Park wines across Australia through stockists and retailers. Website terms state orders can be placed via telephone or email and delivery is provided across Australia.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Howard Park is a family-owned West Australian winery that produces premium wines from the Margaret River and Great Southern regions across six collections (Icon Wines, Jeté Sparkling, Distinguished Sites, Heritage Whites, Regional Range, and Arbor Novae). The winery operates five estate vineyards, an on-site rootling nursery, and a daily cellar door, supplementing wine sales with tasting experiences, a free Wine Club, hosted events, and wholesale distribution across Australia.

Product overview

Howard Park is a family-owned West Australian winery operating as a multi-product portfolio across two premier wine regions. The core offering comprises six distinct wine collections: Icon Wines (Abercrombie Cabernet Sauvignon, Allingham Chardonnay, A.S.W. Cabernet Shiraz), Jeté Sparkling Wines (méthode traditionnelle range), Distinguished Sites (single vineyard Shiraz and Cabernet), Heritage White Wines (Riesling, Chardonnay, Sauvignon Blanc), Regional Wines (Margaret River and Great Southern blends), and Arbor Novae (exclusive Wine Club-only small batch wines). Supporting services include Wine Club membership with home delivery, Cellar Door tastings, private Wine Chapel experiences, and events programming. The winery also produces Magnum format bottles across select wines. The company operates estate vineyards across Margaret River, Great Southern, and Pemberton.

Differentiator

Problem solved

Functional benefit

Brands

• Jeté: Méthode traditionnelle sparkling wine collection including Petit Jeté NV, Jeté Brut NV, Jeté Rosé NV, Grand Jeté, and Jeté En Pointe.
• Arbor Novae
• Marchand & Burch
• MadFish

Products and services

• Icon Wines The pinnacle of Howard Park winemaking, including Abercrombie Cabernet Sauvignon, Allingham Chardonnay, and A.S.W. Cabernet Sauvignon Shiraz. Sourced from the finest vineyard sites across Margaret River and the Great Southern, these collectible wines showcase distinctive terroir through meticulous viticulture and precision winemaking.
• Jeté Sparkling Wines Howard Park's méthode traditionnelle sparkling wine collection including Petit Jeté NV, Jeté Brut NV, Jeté Rosé NV, Grand Jeté, and Jeté En Pointe. Pioneered in Western Australia, these wines are crafted from cool climate Great Southern fruit with naturally high acidity.
• Distinguished Sites Premium Shiraz and Cabernet Sauvignon wines from single vineyard sites in Margaret River and Great Southern. Limited-release wines showcasing distinctive regional characteristics with extended cellaring potential of at least a decade.
• Heritage White Wines Cool climate wines including Riesling (produced since 1986), Chardonnay from the Allingham vineyard, and Sauvignon Blanc. Heritage Riesling represents authentic expressions of varietal character from the Great Southern region.
• Regional Wines Accessible yet sophisticated wines showcasing Margaret River and Great Southern's outstanding grape varieties, masterfully blended to exemplify premium varietals and distinctive winemaking styles.
• Arbor Novae Exclusive small-batch wines available only to Wine Club members. Highlights exceptional vineyard parcels in Margaret River and Great Southern, featuring rare varietals or unique blends in limited quantities. For every bottle sold, a donation is made to Regenerate Australia for tree planting projects.
• Wine Club Membership The Burch Family Wine Club delivers Howard Park wines straight to members' doors with discounts, free shipping over $300, access to limited and museum wines, exclusive events, and dedicated concierge service. No obligation to buy and free to join.
• Cellar Door Tastings Walk-in and seated wine tasting experiences at the Margaret River winery including walk-in bar tastings ($10, redeemable on purchase), Icon Wine Flights ($40), Jeté Sparkling flights ($30), Chardonnay Series ($40), France-to-Australia Marchand & Burch tastings ($50), and the Alt-Wine Experience ($30). Also includes gourmet regional produce platters.
• Wine Chapel An exclusive private tasting experience nestled in Margaret River, inspired by Napa Valley and French Champagne houses. Features a striking architectural space with chandeliers crafted from 45-year-old vines and panoramic Willyabrup valley views.
• Magnum Wines Large format bottles (1.5L) across the Howard Park range including Icon and Regional wines. Magnums age better due to reduced oxygen exposure and are collector's items with limited editions.

Quantifiable outcome

• 5-Star Halliday rating — 25 consecutive years
• +4 more outcomes

Named customers2 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

Four partnerships are on record, tiered minor and core.

• Radomiljac Family (Pemberley of Pemberton wines)minorStrategic or Co-development Partner · 13 March 2023Howard Park acquired Forest View vineyard through its long-term partnership with the Radomiljac family of Pemberley of Pemberton wines. The 48-hectare Pemberton vineyard will continue to be managed by David and Jordan Radomiljac, providing Howard Park with a superb fruit resource for its Jeté sparkling wine range.
• Australia's First Families of WinecoreStrategic or Co-development Partner · 1 January 2009In 2009, Howard Park was invited to join Australia's First Families of Wine, a collective of 10 multi-generational family-owned wine producers including Henschke, Tyrrell's, and Yalumba. The aim of the collective is to engage and educate consumers, retailers, restaurants, and the wine industry across the globe about the real character and personality of Australian wine. Together, member families represent 16 winegrowing regions across Australia in four states.
• Regenerate AustraliaminorStrategic or Co-development PartnerHoward Park partners with Regenerate Australia (formerly Carbon Positive Australia), an environmental charity working to mitigate climate change through action, education and collaboration since 2001. For every bottle of Arbor Novae wine sold, Howard Park donates directly to Regenerate Australia, funding tree planting projects across Australia that sequester carbon, enhance biodiversity and restore degraded landscapes. Annual donations equate to over 100 tonnes of captured carbon dioxide.
• West Australian BalletminorGTM or Marketing PartnerHoward Park is a proud primary sponsor of the West Australian Ballet. The partnership was inspired by a long-running family history with professional ballet in Australia — Jeff Burch's siblings David Burch and Lesley Scogna both had careers with Australian Ballet and West Australian Ballet. The sponsorship creates campaign content linking ballet artistry to winemaking craft, with Howard Park as the only winery in Australia to have a former Principal Dancer and Soloist on its staff.

Scale indicators14 records

Recent moves14 records

Expansion highlights5 records

Direct peers

• Yalumba: Australia's oldest family-owned winery and fellow First Families of Wine member; comparable in estate vineyard control, museum releases, and DTC focus.
• Leeuwin Estate: Margaret River icon and 5-Star Halliday-rated family-owned producer; direct geographic and category peer with comparable icon-tier pricing, museum-release programming, and a top-rated cellar door experience.
• Cape Mentelle: Margaret River premium Cabernet and Chardonnay producer now under LVMH/Domaine Pinnacle group; similar Margaret River terroir story, premium pricing, and cellar-door tourism model.
• Vasse Felix: Margaret River's founding winery and premium family-owned estate; comparable in DTC tasting-room focus, premium Cabernet-led portfolio, and Halliday 5-Star status.
• Pierro: Boutique Wilyabrup/Margaret River estate focused on Chardonnay and Cabernet blends; similar sub-regional focus to Howard Park's Leston vineyard and premium small-volume positioning.
• Henschke: Family-owned multi-generational premium Australian producer (Eden Valley) and fellow Australia First Families of Wine member; directly comparable in family governance, icon-tier wine pricing, and generational brand prestige.
• Voyager Estate: Margaret River estate producer with comparable premium positioning, architecturally distinctive cellar door, and small-lot Chardonnay/Cabernet focus in the Wilyabrup sub-region.
• Cullen Wines: Biodynamic Margaret River family-owned producer with comparable estate-only philosophy, certified organic viticulture, and 5-Star Halliday pedigree.
• Domaine Naturaliste: Margaret River premium producer with comparable single-vineyard Cabernet and Chardonnay focus; relevant for tasting-room programming and sub-regional positioning.

Broad incumbents

• Penfolds: Treasury Wine Estates flagship and Australia's most awarded/icon-status producer; broader portfolio and global distribution create category-leadership context against which Howard Park benchmarks pricing and trophy performance (e.g., 9 Real Review Merits vs. Penfolds-led).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/howardparkwines
• YouTubeyoutube.com/channel/UCPXK6s4fa3zxRBnxW0AHscA
• Facebookfacebook.com/howardparkwines
• Instagraminstagram.com/howardparkwines
• Pinterestpinterest.com.au/howardparkwines
• LinkedInlinkedin.com/company/howard-park-wines

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Howard Park