Tahbilk Winery

What Tahbilk Winery does

Tahbilk Winery is a 165-year-old family-owned winery headquartered in Nagambie, Victoria, Australia, on a 1,214-hectare estate with 200 hectares of producing vineyards, including half an acre of pre-phylloxera 1860 Vines Shiraz and the world's largest single planting of 1927 Vines Marsanne. The winery has been operated by the Purbrick family for 100 years across five generations, currently under CEO/Winemaker Alister Purbrick (4th generation) and Hayley Purbrick (5th generation, responsible for environmental strategy). Winemaking is built on traditional old-world methods using 155+ year-old open oak vats, French oak barrel maturation, and a light-touch terroir-expressive approach, supported by organic vineyard certification (50 Ha certified, 40 Ha in conversion) and a Nagambie Lakes mesoclimate noted as one of only eight wine regions worldwide dramatically influenced by an inland water mass.

Tahbilk operates a diversified multi-channel revenue model. Direct-to-consumer sales flow through the on-site Cellar Door, Tahbilk Estate Restaurant, estate experiences (tastings, weddings, the 1860 Vertical Experience), and an online store, all reinforced by a free Wine Club offering 10% discount and exclusive access to limited releases. Wholesale distribution is handled by four state-specific Australian distributors and 15+ named country-specific export partners across the UK, USA, Canada, Hong Kong, Singapore, Japan, China, Malaysia, Sweden, Finland, Ireland, the Netherlands, Belgium, and New Zealand. The product portfolio spans an Estate Range (Shiraz, Cabernet Sauvignon, Marsanne, Chardonnay and others at A$22-A$45 RRP), premium single-vineyard releases including the 1860 Vines Shiraz (A$360 RRP) and Eric Stevens Purbrick range (A$72.95 RRP), traditional method sparkling wines (Coueslant range), and a fortified range.

The business is positioned as a heritage Australian wine producer with strong industry credentials: underlined 5-red-star Halliday Wine Companion rating, member of Australia's First Families of Wine, Toitū Carbon Zero certification (since 2012), and a wine show tally exceeding 55 trophies and 187 gold medals. The company employs 51-100 staff and has no institutional or private equity investment, with the Purbrick family maintaining complete ownership and operational control.

Name

Tahbilk Winery

Legal name

Tahbilk Pty Ltd

Website

https://tahbilk.com.au

Company type

Private

Founded year

1860

Operating status

Operating

Headcount range

51–100 employees

Short description

Tahbilk Winery is a 165-year-old family-owned Australian winery in Nagambie, Victoria, producing premium estate, single-vineyard, sparkling, and fortified wines from pre-phylloxera vines for direct-to-consumer, wholesale, and export markets across 15+ countries.

Ownership category

akta.pro rank

Product category

Winery

NAICS

Wineries (312130), Grape Vineyards (111332), Beer, Wine, and Liquor Retailers (44532)

SIC

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

akta.pro primary industry

Wine Production & Winemaking (AFAFAAAB)

akta.pro secondary industries

Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine & Sparkling Wine Wineries & Brands (CRADAIAB), Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)

Keywords

• Wine production
• Vineyard operations
• Estate winemaking
• Cellar door sales
• Wine club

Headquarters

HQ city

Vic

HQ country

Spain

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Revenue model

1. Direct Wine Sales: Direct-to-consumer sales through Cellar Door, online store, and restaurant. Customers purchase wines at RRP with Wine Club members receiving 10% discount. Includes iconic single vineyard wines (1860 Vines Shiraz at $360, Eric Stevens Purbrick range at $72.95), estate wines ($21.95-$44.95), and fortified wines.
2. Wine Club Membership: Free membership program providing 10% discount on all purchases, exclusive access to Wine Club promotions and products, and notifications of new releases. No fees, zero commitments, and no mandatory purchases. Generates recurring customer engagement and loyalty.
3. Cellar Door Experiences: Revenue from wine tastings, estate experiences, and guided tours including the 1860 Vertical Experience, ghost tours, and eco-trail walks.
4. Restaurant & Events: The Tahbilk Estate Restaurant (open Thu-Mon) generates revenue from dining. Private events, weddings, and functions are also hosted at the estate.
5. Wholesale Distribution: Distribution through domestic Australian distributors (The Wine Company, Porter & Co, Off The Vine, LIQ Distributors) and international distributors in 15+ countries including UK, USA, Canada, Hong Kong, Singapore, Japan, Sweden, Finland, Belgium, Ireland, Malaysia, New Zealand, China, and Holland.

Pricing tiers

Go-to-market motion1 record

Distribution channels23 records

Marketing channels9 records

Core offering

Tahbilk Winery is a fifth-generation family-owned Australian winery that produces, ages, and sells estate-grown wines from its own Nagambie Lakes vineyard. Its product portfolio spans everyday Estate Range wines, premium old-vine bottlings (1860 Vines and 1927 Vines Shiraz), museum releases, sparkling, fortified, and dessert wines, sold via on-site Cellar Door, an online store, a Wine Club, and wholesale distribution. The estate also operates an on-site restaurant and visitor experiences as ancillary commercial offerings.

Product overview

Tahbilk Winery is Victoria's oldest family-owned winery, producing a portfolio of estate-grown wines across multiple tiers. The core offering includes the Tahbilk Estate Range of table wines (Shiraz, Cabernet Sauvignon, Marsanne, Chardonnay, and blends), supplemented by premium Iconic Wines from heritage single vineyards (1860 Vines Shiraz, 1927 Vines Marsanne). Premium offerings include the Eric Stevens Purbrick Range of best-of-vintage selections, Museum Release aged wines, and Centennial commemorative releases. The portfolio also includes traditional method Sparkling wines under the Coueslant Range, Dessert/Fortified wines (Grand Tawny, Very Rare Tawny, Liqueur Muscat), the Dalfarras sub-brand, and Wine Club-exclusive releases. Visitor experiences include the historic Cellar Door, Estate Restaurant, and various estate tours.

Differentiator

Problem solved

Functional benefit

Brands

• Eric Stevens Purbrick Range: Premium single vineyard wines selected from the best of each vintage, named in honor of 2nd Generation Eric Stevens Purbrick.
• 1860 Vines
• 1927 Vines Marsanne
• Centennial Wines
• Coueslant
• Dalfarras
• Five Generations
• Museum Release

Products and services

• Estate Range Wines Entry-level red and white wines produced from estate-grown fruit at Tahbilk's Nagambie Lakes vineyard, bottled and sold under the Tahbilk label for everyday consumption by individual wine drinkers.
• 1860 Vines Shiraz Premium flagship Shiraz sourced from vines planted in 1860, representing some of the oldest Shiraz vines in the world; positioned as a collector and fine-wine release for serious enthusiasts and collectors.
• 1927 Vines Shiraz Premium Shiraz produced from vines planted in 1927, second tier of Tahbilk's old-vine portfolio, released as a cellar-aged red wine for collectors and fine-wine buyers.
• Eric Stevens Purbrick Range Named after the second-generation patriarch Eric Stevens Purbrick, this range covers reserve red wines that sit between the Estate Range and the 1860/1927 old-vine releases, targeting premium wine drinkers.
• Museum Release Wines Limited-quantity aged wines released from Tahbilk's cellar library, offered to collectors and Wine Club members seeking mature, library-stored vintages.
• Centennial Wines Specialty bottlings associated with Tahbilk's centenary/vintage milestones, released as commemorative wines for collectors marking long-term cellar history.
• Coueslant Sparkling Sparkling wine produced at the Tahbilk estate, sold as a celebratory/occasion bottle to individual consumers through Cellar Door and online channels.
• Dessert and Fortified Wines Sweet and fortified Tahbilk wines produced from estate fruit, sold in smaller formats as after-dinner or special-occasion wines to retail customers.
• Dalfarras Secondary Tahbilk wine label offering varietal wines sold alongside the main Tahbilk range through cellar door and wholesale channels.
• Tahbilk Wine Club Subscription-style wine club that delivers regular shipments of Tahbilk wines, museum releases, and member-exclusive allocations to individual consumers.
• Cellar Door Sales On-site tasting and direct retail outlet at the Tahbilk estate where visitors can taste and purchase the full wine portfolio directly from the producer.
• Tahbilk Estate Restaurant On-site restaurant at the Tahbilk estate serving food paired with Tahbilk wines to visitors as a hospitality offering.
• Estate Experiences Visitor experiences at the Tahbilk estate including vineyard and winery tours/tastings offered to day-trip and tourism customers.

Quantifiable outcome

• Halliday Wine Companion awards consistently rate wines 94-97 points on iconic releases
• +2 more outcomes

Segments3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

24 partnerships are on record, tiered core and minor.

• Hallgarten & Novum WinescoreChannel Partner/ Reseller/ DistributorUK distribution partner handling Tahbilk wines across the United Kingdom market. Located at Dallow Rd, Luton, LU1 1UR.
• American North WestcoreChannel Partner/ Reseller/ DistributorUSA distributor covering Washington, Oregon, and Idaho markets. Located at 6733 E Marginal Way S, Seattle, WA 98101.
• K&L WinescoreChannel Partner/ Reseller/ DistributorCalifornia USA distributor handling Tahbilk wine distribution in the state. Located at 3005 El Camino Real, Redwood City, California 94061.
• Kylix WinescoreChannel Partner/ Reseller/ DistributorOntario, Canada distributor handling Tahbilk wine distribution in the province. Located at 120 Morgan Avenue, Thornhill, Ontario, L3T 1R7.
• Landmark SelectionscoreChannel Partner/ Reseller/ DistributorCanada distributor covering British Columbia and Alberta markets. Located at Suite 101, 1075 West 1st Street, BC North Vancouver, V7P 3T4.
• Watson's WinecoreChannel Partner/ Reseller/ DistributorHong Kong distribution partner handling Tahbilk wines in the region. Located at Watson House, 1-5 Wo Liu Hang Road, Fo Tan, Shatin, New Territories, Hong Kong.
• Wine Portal HoldingcoreChannel Partner/ Reseller/ DistributorSingapore distribution partner handling Tahbilk wines in the Singapore market. Located at 2 Kallang Ave #08-26, CT Hub 1, Singapore 339407.
• VinspritcoreChannel Partner/ Reseller/ DistributorMalaysia distribution partner. Located at Lot 6, Jalan Delima 1/1, Subang Hi-Tech Industrial Park, 40150 Shah Alam, Selangor Darul Ehsan, Malaysia.
• Spring Wine CompanycoreChannel Partner/ Reseller/ DistributorSweden distribution partner. Located at Box 34102, S-10026 Stockholm, Sweden.
• Vinetum OycoreChannel Partner/ Reseller/ DistributorFinland distribution partner. Located at Kanavaranta 7F23, Fin-00160 Helsinki, Finland.
• Wines DirectcoreChannel Partner/ Reseller/ DistributorIreland distribution partner. Located at 49 Lough Sheever Corporate Park, Mullingar, Ireland.
• Kahurangi EstatecoreChannel Partner/ Reseller/ DistributorNew Zealand distribution partner. Located at Sunrise Road, RD 1, Upper Moutere, PO Box 1031, Nelson NZ.
• De Monnik DrankencoreChannel Partner/ Reseller/ DistributorHolland distribution partner. Located at Deventerstraat 67, 575 EM Oldenzaal, Holland.
• Matthys WijnimportcoreChannel Partner/ Reseller/ DistributorBelgium distribution partner. Located at Gistelsesteenweg 228, 8200 Brugge, Belgium.
• Sydney Boutique Wine / Village Cellars JapancoreChannel Partner/ Reseller/ DistributorJapan distribution partner operating as Village Cellars in Japan. Located at 20 View Street, Woollahra NSW 2025, Australia.
• Riversdale Fine WinescoreChannel Partner/ Reseller/ DistributorChina distribution partner. Located at 1 Glebe Place, Wheelers Hill Vic 3150, Australia.
• The Wine CompanycoreChannel Partner/ Reseller/ DistributorDomestic Australian distributor covering Victoria, New South Wales, and Queensland. Located at 6 Expo Court, Mount Waverley, Victoria 3149.
• Porter & CocoreChannel Partner/ Reseller/ DistributorDomestic Australian distributor covering South Australia and Northern Territory. Located at 71 Duthy Street, Malvern, South Australia 5061.
• Off The Vine - Fine Wines & BeveragescoreChannel Partner/ Reseller/ DistributorDomestic Australian distributor covering Western Australia. Located at 3/284 South Terrace, South Fremantle, Western Australia 6162.
• LIQ DistributorscoreChannel Partner/ Reseller/ DistributorDomestic Australian distributor covering Tasmania. Located at Unit 2, 65 Albert Road, Moonah, Tasmania 7009.
• Australia's First Families of WinecoreStrategic or Co-development PartnerConsortium of 13 Australian wine families committed to producing top-quality wines and preserving winemaking heritage. Tahbilk is a member, collaborating on industry advocacy and marketing.
• Taungurung Land & Waters CouncilminorStrategic or Co-development PartnerCollaboration on the Tabilk-Tabilk Wetlands Indigenous Flora Walking Trail developed in 2021, sharing and celebrating Taungurung culture as a collective gift to visitors.
• Western BulldogsminorGTM or Marketing PartnerPartnership including Limited Edition Tahbilk x Western Bulldogs wine releases, promoting Tahbilk wines to AFL fan base.
• Melbourne Food & Wine FestivalminorGTM or Marketing PartnerTahbilk x MFWF Promotion partnership offering a Tahbilk Estate Winery Getaway for 2 people valued at $2,500 as part of the festival.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Tyrrell's Wines: Fourth-generation Hunter Valley family winery known for historic Semillon and Shiraz vineyards dating to the 1860s-1880s. Directly comparable in terms of multi-generational ownership, heritage old-vine assets, premium Australian positioning, and DTC + export model.
• Seppeltsfield: Heritage Barossa Valley winery with an 1878 Gravity Cellar and century-old fortified wine program. Comparable to Tahbilk as a heritage Australian estate combining premium wine production, fortified wines, cellar door tourism, and events.
• De Bortoli: Third-generation Australian family winery operating across multiple regions (Yarra Valley, Hunter Valley, Riverina). Comparable in terms of family ownership continuity, premium and accessible tiers, DTC infrastructure, and broad international distribution.
• Yalumba Wine: Australia's oldest family-owned winery (founded 1849), based in the Barossa, South Australia. Directly comparable to Tahbilk as a multi-generational Australian heritage family winery with DTC, cellar door, restaurant, international distribution, and a portfolio spanning premium and ultra-premium tiers.
• Henschke: Fifth-generation family-owned estate in the Adelaide Hills producing iconic single-vineyard wines, including Hill of Grace Shiraz from vines over 150 years old. Comparable to Tahbilk through its heritage vine assets, premium pricing, family stewardship, and 5 red star Halliday rating.
• Best's Wines: Fifth-generation family winery in Victoria's Great Western region with vines dating to the 1860s, including some of Australia's oldest Pinot Noir. Directly comparable to Tahbilk as a Victorian heritage family winery with old-vine assets and Halliday 5-star recognition.
• Leeuwin Estate: Family-owned Margaret River winery renowned for Art Series Chardonnay and Cabernet, with strong cellar door and events. Comparable to Tahbilk as a premium family-owned Australian estate combining award-winning wines, tourism experiences, and international distribution.
• Cullen Estate: Family-owned, certified biodynamic Margaret River winery with strong sustainability positioning and a premium Cabernet Sauvignon / Chardonnay portfolio. Comparable to Tahbilk through family stewardship, sustainability credentials, and DTC + export focus.

Emerging players

• Torbreck Vintners: Premium Barossa Valley producer focused on Rhône-style wines from old-vine vineyards, with strong international distribution. Comparable to Tahbilk in premium positioning and old-vine sourcing, but operates without the same multi-generational family ownership history.

Broad incumbents

• Penfolds: Australia's most iconic premium wine producer (now owned by Treasury Wine Estates). Operates as a broad incumbent across multiple regions with a portfolio including Grange and Bin range, comparable to Tahbilk in premium positioning but at significantly larger scale and with global brand recognition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TahbilkWinery

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

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 Tahbilk Winery