Tahbilk Winery
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.
- Company typePrivate
- Founded1860
- HeadquartersVic, Spain
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
Tahbilk Winery firmographics
Firmographics- 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
Tahbilk Winery industry classification
Industry- 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
Where Tahbilk Winery is headquartered
LocationHeadquarters
- HQ city
- Vic
- HQ country
- Spain
- HQ region
- Europe
Offices2 records
Markets served
Tahbilk Winery business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
Revenue model
- 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.
- 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.
- Cellar Door Experiences: Revenue from wine tastings, estate experiences, and guided tours including the 1860 Vertical Experience, ghost tours, and eco-trail walks.
- Restaurant & Events: The Tahbilk Estate Restaurant (open Thu-Mon) generates revenue from dining. Private events, weddings, and functions are also hosted at the estate.
- 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
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Iconic Single Vineyard Wines |
| Unit Pricing | Pay-as-you-go | Estate Range Wines |
| Unit Pricing | Pay-as-you-go | Fortified & Dessert Wines |
| Unit Pricing | Pay-as-you-go | Sparkling Wines |
| Freemium | Pay-as-you-go | Wine Club Membership |
| Unit Pricing | Pay-as-you-go | Cellar Door Tastings |
Go-to-market motion1 record
Distribution channels23 records
Marketing channels9 records
Tahbilk Winery product offering
Product offeringCore 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
Companies that use Tahbilk Winery
Customer profileSegments3 records
Tahbilk Winery technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Tahbilk Winery partnerships and signals
Strategic signalPartnerships
24 partnerships are on record, tiered core and minor.
- Hallgarten & Novum WinescoreUK distribution partner handling Tahbilk wines across the United Kingdom market. Located at Dallow Rd, Luton, LU1 1UR.
- American North WestcoreUSA distributor covering Washington, Oregon, and Idaho markets. Located at 6733 E Marginal Way S, Seattle, WA 98101.
- K&L WinescoreCalifornia USA distributor handling Tahbilk wine distribution in the state. Located at 3005 El Camino Real, Redwood City, California 94061.
- Kylix WinescoreOntario, Canada distributor handling Tahbilk wine distribution in the province. Located at 120 Morgan Avenue, Thornhill, Ontario, L3T 1R7.
- Landmark SelectionscoreCanada distributor covering British Columbia and Alberta markets. Located at Suite 101, 1075 West 1st Street, BC North Vancouver, V7P 3T4.
- Watson's WinecoreHong 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 HoldingcoreSingapore distribution partner handling Tahbilk wines in the Singapore market. Located at 2 Kallang Ave #08-26, CT Hub 1, Singapore 339407.
- VinspritcoreMalaysia distribution partner. Located at Lot 6, Jalan Delima 1/1, Subang Hi-Tech Industrial Park, 40150 Shah Alam, Selangor Darul Ehsan, Malaysia.
- Spring Wine CompanycoreSweden distribution partner. Located at Box 34102, S-10026 Stockholm, Sweden.
- Vinetum OycoreFinland distribution partner. Located at Kanavaranta 7F23, Fin-00160 Helsinki, Finland.
- Wines DirectcoreIreland distribution partner. Located at 49 Lough Sheever Corporate Park, Mullingar, Ireland.
- Kahurangi EstatecoreNew Zealand distribution partner. Located at Sunrise Road, RD 1, Upper Moutere, PO Box 1031, Nelson NZ.
- De Monnik DrankencoreHolland distribution partner. Located at Deventerstraat 67, 575 EM Oldenzaal, Holland.
- Matthys WijnimportcoreBelgium distribution partner. Located at Gistelsesteenweg 228, 8200 Brugge, Belgium.
- Sydney Boutique Wine / Village Cellars JapancoreJapan distribution partner operating as Village Cellars in Japan. Located at 20 View Street, Woollahra NSW 2025, Australia.
- Riversdale Fine WinescoreChina distribution partner. Located at 1 Glebe Place, Wheelers Hill Vic 3150, Australia.
- The Wine CompanycoreDomestic Australian distributor covering Victoria, New South Wales, and Queensland. Located at 6 Expo Court, Mount Waverley, Victoria 3149.
- Porter & CocoreDomestic Australian distributor covering South Australia and Northern Territory. Located at 71 Duthy Street, Malvern, South Australia 5061.
- Off The Vine - Fine Wines & BeveragescoreDomestic Australian distributor covering Western Australia. Located at 3/284 South Terrace, South Fremantle, Western Australia 6162.
- LIQ DistributorscoreDomestic Australian distributor covering Tasmania. Located at Unit 2, 65 Albert Road, Moonah, Tasmania 7009.
- Australia's First Families of WinecoreConsortium 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 CouncilminorCollaboration on the Tabilk-Tabilk Wetlands Indigenous Flora Walking Trail developed in 2021, sharing and celebrating Taungurung culture as a collective gift to visitors.
- Western BulldogsminorPartnership including Limited Edition Tahbilk x Western Bulldogs wine releases, promoting Tahbilk wines to AFL fan base.
- Melbourne Food & Wine FestivalminorTahbilk 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
Tahbilk Winery competitors and assessment
Company assessmentDirect 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
Tahbilk Winery social profiles
Digital presenceTahbilk Winery compliance and trust
Trust signalCompliance6 records
Tahbilk Winery financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tahbilk Winery leadership team
Management profileNumber of profiles
Tahbilk Winery funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tahbilk Winery 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 Tahbilk Winery
What does Tahbilk Winery do?
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.
Is Tahbilk Winery a public or private company?
Tahbilk Winery is a private company. It is classified as family owned and is currently operating.
When was Tahbilk Winery founded?
Tahbilk Winery was founded in 1860. It employs 51 to 100 people.
Where is Tahbilk Winery based?
Tahbilk Winery is headquartered in Vic, Spain, in the Europe region.
How does Tahbilk Winery make money?
Five revenue lines are on record. Direct Wine Sales are the primary driver. The others are wine Club Membership, cellar Door Experiences, restaurant & Events and wholesale Distribution.
Who are Tahbilk Winery's main competitors?
Direct peers on record are Tyrrell's Wines, Seppeltsfield, De Bortoli, Yalumba Wine, Henschke, Best's Wines, Leeuwin Estate and Cullen Estate. Torbreck Vintners is listed as an emerging player. Penfolds is listed as a broad incumbent.
Does Tahbilk Winery have an API?
No public API is recorded for Tahbilk Winery.
What industry is Tahbilk Winery in?
Tahbilk Winery's product category is Winery. Its primary akta.pro industry code is AFAFAAAB, Wine Production & Winemaking, with a secondary code of THAFALAE, Wineries & Vineyards (Tasting Rooms). Its NAICS code is 312130 and its SIC code is 5180.