Cracka Wines
Cracka Wines is a private, Sydney-based direct-to-consumer online wine retailer founded in 2009 that sells wines from approximately 2,500 Australian wineries to individual Australian consumers via its e-commerce storefront.
- Company typePrivate
- Founded2009
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Cracka Wines does
Cracka Wines is a privately held Australian online wine retailer founded in 2009 and headquartered in Sydney. The company sells wine directly to consumers through its e-commerce storefront at crackawines.com.au, offering selection drawn from approximately 2,500 Australian wineries. Its go-to-market is a direct-to-consumer model with an 11–50 person headcount, operating as a digital-first specialist in a category traditionally dominated by bricks-and-mortar liquor retail. Capital and operational scale is modest: Cracka Wines raised $5 million in September 2011 from Constant Innovation (which also led the round), and the company has run lean since inception with no subsequent funding rounds disclosed in the input data. Leadership disclosed in the available records is Angus Hughson in the Chief Marketing Officer role; no other executive team information is documented. The company is positioned as an Australian niche D2C wine player, with no disclosed international operations, no proprietary technology or AI capability, and no publicly disclosed revenue figures. The rich operational detail in the input set (catalog of 14,000+ SKUs, loyalty program, spirits range, 79-year heritage) actually pertains to a separate entity, The Wine Collective, and should not be attributed to Cracka Wines without independent verification.
Cracka Wines firmographics
Firmographics- Name
- Cracka Wines
- Website
- https://crackawines.com.au
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Cracka Wines is a private, Sydney-based direct-to-consumer online wine retailer founded in 2009 that sells wines from approximately 2,500 Australian wineries to individual Australian consumers via its e-commerce storefront.
- Ownership category
- akta.pro rank
Cracka Wines industry classification
Industry- Product category
- Online Wine Retail
- NAICS
- Beer, Wine, and Liquor Retailers (445320)
- akta.pro primary industry
- Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)
Keywords
Where Cracka Wines is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Markets served
Cracka Wines business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel
Revenue model
- Wine and Spirits Retail Sales: Direct sales of wines and spirits through e-commerce storefront. Transaction-based revenue with free shipping threshold at $299 AUD.
- Marketplace Partner Portfolios: Direct access to partner portfolios featuring 8000+ wines and spirits from various producers.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Cracka Wines product offering
Product offeringCore offering
Cracka Wines is a direct online seller of wines offering a wide selection from approximately 2,500 Australian wineries. The company operates an e-commerce platform that enables consumers across Australia to browse, purchase, and receive wines delivered directly to their homes.
Differentiator
Problem solved
Functional benefit
Products and services
- Online Wine Store
Quantifiable outcome
- 98% customer satisfaction rating
- +1 more outcomes
Companies that use Cracka Wines
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles1 record
Cracka Wines technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Cracka Wines partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor.
- LeCavistminorPartner network member listed in Our Network section of website, cross-promotional relationship with complementary wine lifestyle brand.
- Harris Farm MarketsminorPartner network member listed in Our Network section, Australian grocery retailer partnership for cross-promotional opportunities.
- Pet CircleminorPartner network member listed in Our Network section for cross-promotional partnerships.
- Coco RepublicminorPartner network member listed in Our Network section for lifestyle brand cross-promotion.
- Appliances OnlineminorPartner network member listed in Our Network section for complementary appliances cross-promotion.
Scale indicators5 records
Recent moves3 records
Expansion highlights5 records
Cracka Wines competitors and assessment
Company assessmentBroad incumbents
- First Choice Liquor: National off-premise alcohol banner owned by Coles with an online storefront offering beer, wine, and spirits. Competes in the same category with broader assortment and parent-company logistics scale.
- Liquorland: Coles-owned national off-premise liquor banner with an online offering across wine, beer, and spirits. Competes on price and convenience for the same Australian household buyer.
- Dan Murphy's: Australia's largest off-premise alcohol retailer with both extensive physical stores and a national online platform. Overlaps directly in wine retail but at much larger scale, with broader assortment and stronger buying power.
Direct peers
- Vinomofo: Australian direct-to-consumer online wine retailer operating a similar e-commerce model with curated wine packs, mix-and-match cases, and nationwide delivery. Direct overlap in product category, customer base (Australian wine enthusiasts), and DTC delivery mechanics.
- Naked Wines Australia: Subscription- and crowd-funded DTC wine retailer active in Australia, sourcing from independent winemakers. Comparable audience of wine enthusiasts and online subscription/case mechanics.
- Cellarmasters (Coles Liquor): Australian online wine club and e-commerce retailer selling mixed cases, premium wines, and curated selections nationwide. Closely comparable in DTC wine club model, audience, and product mix.
Regional players
- Yalumba: Iconic Australian winery with its own DTC e-commerce storefront. Comparable as an Australian wine producer selling direct online, though operating as a producer rather than multi-winery retailer.
Emerging players
- Wine Ark: Australian wine storage and e-commerce retailer serving collectors and enthusiasts. Overlaps in premium wine DTC but differentiates through cellared/aged wine storage.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Cracka Wines social profiles
Digital presenceCracka Wines financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cracka Wines leadership team
Management profileNumber of profiles
Profiles1 record
Cracka Wines funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cracka Wines 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 Cracka Wines
What does Cracka Wines do?
Cracka Wines is a direct online seller of wines offering a wide selection from approximately 2,500 Australian wineries. The company operates an e-commerce platform that enables consumers across Australia to browse, purchase, and receive wines delivered directly to their homes.
Is Cracka Wines a public or private company?
Cracka Wines is a private company. It is classified as venture growth investor backed and is currently operating.
When was Cracka Wines founded?
Cracka Wines was founded in 2009. It employs 11 to 50 people.
Where is Cracka Wines based?
Cracka Wines is headquartered in Sydney, Australia, in the Oceania region.
How does Cracka Wines make money?
Two revenue lines are on record. Wine and Spirits Retail Sales are the primary driver. The others are marketplace Partner Portfolios.
Who are Cracka Wines's main competitors?
Broad incumbents on record are First Choice Liquor, Liquorland and Dan Murphy's. Direct peers are Vinomofo, Naked Wines Australia and Cellarmasters (Coles Liquor). Yalumba is listed as a regional player. Wine Ark is listed as an emerging player.
Does Cracka Wines have an API?
No public API is recorded for Cracka Wines.
What industry is Cracka Wines in?
Cracka Wines's product category is Online Wine Retail. Its primary akta.pro industry code is CRANABAB, Wine Retail (Bottle Shops & Wine Merchants). Its NAICS code is 445320.