Moorilla
Moorilla is a private Tasmanian winery producing three wine lines — Muse (old-world style), Praxis (new-world style), and Cloth Label Series (luxury artisanal) — sold via DTC e-commerce, a Berriedale cellar door, domestic wholesale, and export partners across 10+ countries, with branding associated with the MONA art museum.
- Company typePrivate
- Founded-
- HeadquartersBerriedale, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Moorilla does
Moorilla is a privately held Tasmanian winery operating from a cellar door at 655 Main Road, Berriedale, Tasmania 7011, Australia. The company produces a single-brand portfolio organized into three sub-brand wine lines: Muse (a Tasmanian expression of classic European, old-world winemaking emphasizing texture, integration, and bottle-age potential), Praxis (contemporary new-world winemaking producing fresh, fruit-driven wines intended for early consumption), and the Cloth Label Series (premium artisanal vineyard blends described as Moorilla's raison d'être). The underlying production approach relies on traditional winemaking techniques adapted to Tasmanian terroir rather than proprietary technology platforms or automation systems.
Moorilla distributes its wines through four channel types: (1) a direct-to-consumer e-commerce storefront at shop.moorilla.com.au offering free shipping on 12+ bottle orders across Australia; (2) a physical cellar door retail location in Berriedale serving as both sales and tasting experience; (3) domestic wholesale distribution via Direct/Beppe Persico and ALM (Tasmania/Victoria/NSW), Bouchon Wines (Queensland), and Off the Vine (Western Australia); and (4) international export through dedicated country partners across Canada, China, Hong Kong, Japan, South Korea, Philippines, Singapore, Taiwan, UK, and USA. The company holds Tasmanian liquor license 7121065X under the Liquor Licensing Act 1990 and is a member of the Australian Packaging Covenant Organisation (APCO).
The customer base is split across three primary segments targeting different occasions and price points: contemporary wine drinkers (Praxis), old-world-style wine enthusiasts (Muse), and luxury wine collectors (Cloth Label Series). The company maintains a visible association with the Museum of Old and New Art (MONA), Tasmania's contemporary art museum, with website policies, terms, and media inquiries routed through mona.net.au infrastructure — a positioning choice that provides cultural cachet and aligns the brand with Tasmania's primary cultural tourism draw. The operating footprint spans 11-50 employees, no funding rounds or institutional investors are disclosed, and no parent company or acquisition history is identified in the available data.
Moorilla firmographics
Firmographics- Name
- Moorilla
- Legal name
- Moorilla
- Website
- https://moorilla.com.au
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Moorilla is a private Tasmanian winery producing three wine lines — Muse (old-world style), Praxis (new-world style), and Cloth Label Series (luxury artisanal) — sold via DTC e-commerce, a Berriedale cellar door, domestic wholesale, and export partners across 10+ countries, with branding associated with the MONA art museum.
- Ownership category
- akta.pro rank
Moorilla industry classification
Industry- Product category
- Winery / Wine Production
- NAICS
- Wineries (312130), Grape Vineyards (111332), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820), Beer, Wine, and Liquor Retailers (4453)
- SIC
- Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Wine Production & Winemaking (AFAFAAAB)
- akta.pro secondary industries
- Wine & Sparkling Wine Wineries & Brands (CRADAIAB), Wineries & Vineyards (Tasting Rooms) (THAFALAE)
Keywords
Where Moorilla is headquartered
LocationHeadquarters
- HQ city
- Berriedale
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Moorilla business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Direct Wine Sales: Direct-to-consumer wine sales through the company's e-commerce platform (shop.moorilla.com.au) and cellar door location, offering three wine collections: Muse (old-world style), Praxis (new-world style), and Cloth Label (luxury artisanal series).
- Wholesale Distribution: Sales to wholesale distributors across Australian states (Tasmania, Victoria, NSW, Queensland, Western Australia) and international export markets.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels1 record
Moorilla product offering
Product offeringCore offering
Moorilla is a Tasmanian winery producing and selling three distinct wine collections: Muse (old-world European-style wines with texture and aging potential), Praxis (contemporary new-world fruit-driven wines for early consumption), and Cloth Label Series (premium artisanal vineyard blends representing the winery's terroir). The company sells direct-to-consumer through an e-commerce storefront and cellar door, and distributes via wholesale partners in Australia and export partners across 10+ international markets.
Product overview
Moorilla is a Tasmanian winery operating as a single-brand wine producer with three distinct sub-brand lines: Muse (old-world European style wines from Tasmania), Praxis (contemporary new-world fruit-driven wines), and Cloth Label Series (premium artisanal vineyard blends). The portfolio spans from accessible, youthful drinking wines to complex, luxurious bottles suitable for aging, targeting both casual consumers and wine collectors.
Differentiator
Problem solved
Functional benefit
Brands
- Muse: Wine of the old world made in the new—a Tasmanian expression of classic European winemaking. These wines exude texture, integration and complexity.
- Praxis
- Cloth Label Series
Products and services
- Muse Muse is a wine collection of old-world European style made in the new world—a Tasmanian expression of classic European winemaking. These wines exude texture, integration and complexity, with fine balance and finesse, suitable for delicate food pairings and excellent with bottle maturity. Target customers are wine enthusiasts seeking refined, food-friendly wines with aging potential.
- Praxis Praxis is a contemporary, bold, and brazen wine collection representing experiments in new-world winemaking. These wines are fresh and fruit-driven, destined for drinking in their youth with intensely flavoured dishes or at social occasions. Target customers are contemporary wine drinkers seeking accessible, vibrant wines for immediate consumption.
- Cloth Label Series Cloth Label Series is a premium artisanal wine collection representing Moorilla's raison d'être, distilled into a suite of wines that are daring, artisanal, complex and luxurious. Three striking vineyard blends capture decades of terroir-focused winemaking. Target customers are luxury wine collectors seeking rare, collector-worthy wines representing the pinnacle of the winery's terroir expression.
Companies that use Moorilla
Customer profileSegments3 records
Ideal customer profiles4 records
Moorilla technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Moorilla partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and minor.
- Direct (Beppe Persico)coreDirect wholesale partner for Tasmania, Victoria, and NSW markets. Contact: Beppe Persico, T: 0421 625 630.
- ALM (Australian Liquor Merchandisers)coreWholesale distribution partner for Tasmania, Victoria, and NSW. T: 1300 881 458, www.almliquor.com.au
- Bouchon WinescoreWholesale distribution partner for Queensland. T: 07 3854 0407, www.bouchon.com.au
- Off the VinecoreWholesale distribution partner for Western Australia. T: (08) 9433 4153, www.offthevine.net.au
- Legend ImportscoreExport partner for USA market. www.legendaustralia.com, [email protected]
- Australian VintnerscoreExport partner for UK market. www.australianvinters.co.uk
- Pran WinescoreExport partner for China market. Contact: [email protected], www.pranwines.com
- Watsons WinecoreExport partner for Hong Kong. T: +85-2-3521-6161, www.watsonswine.com
- Vai & FellowscoreExport partner for Japan. T: +81-6-6841-3553, www.vaiandcompany.com
- EnotecacoreExport partner for South Korea. T: +82 2 2056 7409
- Zen AsiacoreExport partner for Philippines. T: +63-2-8816 0317
- CulinacoreExport partner for Singapore. T: +65 6753 6966
- Innopros Smart Marketing Inc.coreExport partner for Taiwan. T: +886 2 8066 0808
- TechyardminorExport partner for Taiwan. T: (02)8228-2368, [email protected]
- HUNCHminorExport partner for Taiwan. Contact: [email protected]
- SAQ (Société des alcools du Québec)coreGovernment liquor board and export partner for Quebec, Canada. www.saq.com
- Liquor PEIcoreExport partner for Prince Edward Island, Canada. www.liquorpei.com
Scale indicators1 record
Recent moves5 records
Expansion highlights5 records
Moorilla competitors and assessment
Company assessmentBroad incumbents
- Yalumba: Iconic family-owned South Australian winery with broad portfolio and established international distribution. Represents the broader incumbent benchmark for premium Australian wine.
- Brown Brothers: Large Victorian family winery with extensive varietal portfolio and global distribution. Comparable Tasmanian/Victorian geographic presence and multi-channel go-to-market approach.
- Penfolds: Australia's most internationally recognized wine brand owned by Treasury Wine Estates. Sets the benchmark Moorilla competes against in premium and luxury Australian wine internationally.
Direct peers
- Torbreck Vintners: Premium Barossa Valley winery specializing in Rhône-style wines with strong export presence. Comparable premium/luxury tier positioning and international distribution profile.
- Shaw + Smith: Premium cool-climate Adelaide Hills winery with DTC, cellar door, and export channels. Comparable premium positioning, multi-tier portfolio, and DTC emphasis.
- Leeuwin Estate: Margaret River premium winery with strong international reputation and luxury wine focus. Comparable premium positioning and export-led growth strategy.
- Jansz Tasmania: Tasmanian sparkling wine producer owned by Hill-Smith Family Estates. Comparable to Moorilla as a Tasmania-anchored premium wine brand leveraging regional terroir differentiation.
- Josef Chromy Wines: Tasmanian premium winery operating a cellar door in Launceston with multiple sub-brands and DTC focus. Closely comparable to Moorilla in geography, scale, premium positioning, and cellar-door-driven business model.
- Clover Hill: Tasmanian premium wine producer (sparkling and still) located on the east coast of Tasmania. Comparable geography and premium positioning with multi-channel distribution.
- Devil's Lair: Margaret River/Tasmania-aligned premium wine brand within Treasury Wine Estates. Comparable premium positioning with focus on cool-climate Australian wine.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Moorilla social profiles
Digital presenceMoorilla compliance and trust
Trust signalCompliance2 records
Moorilla financial estimates
Financial estimateRevenue estimate
Valuation estimate
Moorilla leadership team
Management profileNumber of profiles
Moorilla funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Moorilla 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 Moorilla
What does Moorilla do?
Moorilla is a Tasmanian winery producing and selling three distinct wine collections: Muse (old-world European-style wines with texture and aging potential), Praxis (contemporary new-world fruit-driven wines for early consumption), and Cloth Label Series (premium artisanal vineyard blends representing the winery's terroir). The company sells direct-to-consumer through an e-commerce storefront and cellar door, and distributes via wholesale partners in Australia and export partners across 10+ international markets.
Is Moorilla a public or private company?
Moorilla is a private company. It is classified as unknown and is currently operating.
When was Moorilla founded?
Moorilla was founded in -1. It employs 11 to 50 people.
Where is Moorilla based?
Moorilla is headquartered in Berriedale, Australia, in the Oceania region.
How does Moorilla make money?
Two revenue lines are on record. Direct Wine Sales are the primary driver. The others are wholesale Distribution.
Who are Moorilla's main competitors?
Broad incumbents on record are Yalumba, Brown Brothers and Penfolds. Direct peers are Torbreck Vintners, Shaw + Smith, Leeuwin Estate, Jansz Tasmania, Josef Chromy Wines, Clover Hill and Devil's Lair.
Does Moorilla have an API?
No public API is recorded for Moorilla.
What industry is Moorilla in?
Moorilla's product category is Winery / Wine Production. Its primary akta.pro industry code is AFAFAAAB, Wine Production & Winemaking, with a secondary code of CRADAIAB, Wine & Sparkling Wine Wineries & Brands. Its NAICS code is 312130 and its SIC code is 5180.