Howard Park
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.
- Company typePrivate
- Founded1986
- HeadquartersCowaramup, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
Howard Park firmographics
Firmographics- 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
Howard Park industry classification
Industry- 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
Where Howard Park is headquartered
LocationHeadquarters
- HQ city
- Cowaramup
- HQ country
- Australia
- HQ region
- Oceania
Offices8 records
Markets served
Howard Park business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- 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.
- 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.
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Free Wine Club membership with tiered purchase discounts |
| Unit Pricing | Pay-as-you-go | Walk-in bar tasting |
| Unit Pricing | Pay-as-you-go | Howard Park Icons Wine Flight — seated tasting |
| Unit Pricing | Pay-as-you-go | Jeté Sparkling Wine Flight — seated tasting |
| Unit Pricing | Pay-as-you-go | France to Australia – Marchand & Burch wine flight |
| Unit Pricing | Pay-as-you-go | The Chardonnay Series tasting flight |
| Unit Pricing | Pay-as-you-go | The Alt-Wine Experience tasting flight |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
Howard Park product offering
Product offeringCore 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
Companies that use Howard Park
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
Howard Park technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Howard Park partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- Radomiljac Family (Pemberley of Pemberton wines)minorHoward 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 WinecoreIn 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 AustraliaminorHoward 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 BalletminorHoward 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
Howard Park competitors and assessment
Company assessmentDirect 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
Howard Park social profiles
Digital presenceHoward Park compliance and trust
Trust signalCompliance1 record
Howard Park financial estimates
Financial estimateRevenue estimate
Valuation estimate
Howard Park leadership team
Management profileNumber of profiles
Profiles7 records
Howard Park funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Howard Park M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Howard Park
What does Howard Park do?
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.
Is Howard Park a public or private company?
Howard Park is a private company. It is classified as family owned and is currently operating.
When was Howard Park founded?
Howard Park was founded in 1986. It employs 11 to 50 people.
Where is Howard Park based?
Howard Park is headquartered in Cowaramup, Australia, in the Oceania region.
How does Howard Park make money?
Four revenue lines are on record. Direct-to-consumer wine sales are the primary driver. The others are wine Club membership, cellar Door tastings and experiences and wholesale and distribution.
Who are Howard Park's main competitors?
Direct peers on record are Yalumba, Leeuwin Estate, Cape Mentelle, Vasse Felix, Pierro, Henschke, Voyager Estate, Cullen Wines and Domaine Naturaliste. Penfolds is listed as a broad incumbent.
Does Howard Park have an API?
No public API is recorded for Howard Park.
What industry is Howard Park in?
Howard Park's product category is Premium Australian Wine. Its primary akta.pro industry code is CRADAIAB, Wine & Sparkling Wine Wineries & Brands, with a secondary code of THAFALAE, Wineries & Vineyards (Tasting Rooms). Its NAICS code is 312130 and its SIC code is 5180.