Wolf of the Willows

Name

Wolf of the Willows

Legal name

Wolf of the Willows Pty Ltd

Website

https://wolfofthewillows.com.au

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Craft Beer

NAICS

Breweries (31212)

SIC

Malt Beverages (2082), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Brewpubs & Taprooms (On-site Beer Service) (THAFALAA)

akta.pro secondary industries

Beer Retail (Bottle Shops & Beer Merchants) (CRANABAC), Neighborhood Bars & Taverns (CRANACAA)

Keywords

• Craft beer brewing
• Barrel aged stouts
• Independent craft brewery
• Hazy pale ale
• Craft beer taproom

Headquarters

HQ city

Mordialloc

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Taproom Sales: On-premise beer, food, and beverage sales at the Mordialloc taproom. Features 16 rotating taps of house-made beer and hard seltzer, in-house food menu, and function/event bookings for groups of 20-60 people.
2. E-commerce Online Store: Direct-to-consumer online sales via Shopify store. Products shipped via courier (Thursday, Friday & Monday). Free delivery for orders over $60 in Bayside Melbourne. Products include beer, merchandise, and gift cards.
3. Wholesale Distribution: Distribution of beer to independent bottle shops and major retail chains including Dan Murphys, BWS, Vintage Cellars, First Choice, and Liquorland. Available nationally through major retailers and indie bottle shops.
4. Brew Your Own Products: Home brewing supplies and kits for customers who want to brew beer at home.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Wolf of the Willows is an independent, family-owned craft brewery that produces small-batch, handcrafted beers and boozy sodas at their Mordialloc, Victoria facility. Core offerings include flagship beers (XPA, PUP Hazy Pale Ale, West Coast IPA, Crisp Lager, MID Mango Pale Ale), seasonal releases, and limited barrel-aged imperial stouts under proprietary programs with Lark Distillery and The Gospel Whiskey. The company operates a taproom with 16 rotating taps and sells through wholesale channels including Dan Murphys, BWS, and independent bottle shops.

Product overview

Wolf of the Willows is a family-owned craft brewery established in 2014 by Scotty and Renae McKinnon, located in Mordialloc, Victoria, Australia. The product portfolio centers on small-batch, handcrafted beers spanning from sessionable pale ales to barrel-aged imperial stouts. Core offerings include flagship beers XPA (Extra Pale Ale), PUP (Hazy Pale Ale), West Coast IPA (Homage), Crisp Lager, and MID Mango Pale Ale. Specialty limited releases feature barrel-aged beers including the annual Lark Barrel Exchange Project (Imperial JSP IV & V with Lark Distillery) and Persistence series with The Gospel Whiskey. The company also produces Hard Seltzer under the Aqua Boogie brand. A taproom experience at the brewery offers 16 rotating taps, food service, and event spaces. Products are sold online via Shopify store, at the taproom, and through indie bottle shops, Dan Murphys, BWS, Vintage Cellars, First Choice, and Liquorland.

Differentiator

Problem solved

Functional benefit

Products and services

• XPA - Extra Pale Ale Flagship extra pale ale with extra hop aroma and flavor using Centennial, Galaxy, Mosaic, and Eclipse hops, delivering passionfruit, citrus, and tropical fruit notes at 4.7% ABV.
• PUP - Hazy Pale Ale Crisp and easy drinking hazy pale ale with rolled oats and wheat for haze, Warrior hops for low bittering, and Citra and Galaxy hops for tropical fruit character at 4.0% ABV. AIBA Gold medal winner 2023.
• West Coast IPA (Homage) West Coast IPA reflecting US West Coast style with resinous tropical hops, solid malt backbone and firm bitterness. Double dry hopped with Citra, Simcoe, Vic Secret and Strata at 6.0% ABV. AIBA Gold medal winner 2023.
• Crisp Lager All-malt, unfiltered, unpasteurised American Light Lager style with late hopping. Pale straw color, subtle citrus hops, dry profile, low carb. Made with Australian and NZ ingredients at 4.2% ABV.
• MID Mango Pale Ale Mid-strength pale ale at 3.2% ABV brewed with real Australian mangoes. Naturally hazy, distinct tropical hop aroma, subtle tartness, less than 1 standard drink per 355ml tin.
• The Woodsman Amber Ale Amber ale from the Wolf of the Willows core range.
• Wolfsrudel Munich Helles Lager Traditional Munich Helles Lager with deep golden color, classic malt bready goodness, floral and spicy hops, soft clean bitterness finish at 4.2% ABV.
• Aqua Boogie Boozy Seltzer House made hard seltzer range available on tap at the taproom and in cans, part of the core beverage offerings alongside beer.
• Pineapple Express California IPA with added Terpenes California IPA with added botanical terpenes (Myrcene, Pinene, Linalool) based on the Pineapple Express cannabis strain. Uses Vic Secret, Citra, and BRU-1 hops at 5.6% ABV. Contains no CBD or THC.
• The Terpinator IPA IPA with added terpenes, part of the 2024 GABS Festival 6 Pack distributed exclusively via Dan Murphys and BWS nationally.
• Latitude 37.8 West Coast IPA International collaboration West Coast IPA brewed at both Wolf of the Willows and Original Pattern Brewing in Oakland, both located at latitude 37.8. Uses US and Australian hops including experimental HBC 586 and Eclipse hops at 6.2% ABV.
• Johnny Lark Whisky Barrel Aged Imperial Stout Imperial stout aged in Tasmanian Lark whisky barrels. Rich, dark, bold with layers of dark chocolate, fresh espresso, molasses, vanilla and toasted oak at 10.5% ABV. Sold in 250ml cans.
• S'mores-Man Rocky Road Barrel Aged Pastry Milk Stout Pastry milk stout aged 9 months in fresh Tasmanian whisky barrels. Loaded with marshmallow, chocolate, graham cracker, vanilla, and cherry pulp over caramel, biscuit and chocolate malts with lactose at 6.0% ABV. From $40 per 4-pack.
• Lark Barrel Aged Imperial JSP V - Imperial Smoke Porter 2022 Fifth year of the Barrel Exchange Project with Lark Distillery. Imperial Smoke Porter aged in hand-selected Lark whisky barrels with notes of dark chocolate, espresso, truffle, vanilla, molasses, and smoke at 12.4% ABV.
• Lark Barrel Aged Imperial JSP IV - 2021 Release Fourth year of the Barrel Exchange Project with Lark Distillery. Imperial Smoke Porter aged 9 months in 100L Lark whisky barrels with notes of dark cocoa, espresso, truffle, vanilla, molasses, and subtle smoke at 11.8% ABV.
• Lark Barrel Aged Imperial JSP IV + V Tasting Pack Vintage tasting pack combining the 2021 JSP IV and 2022 JSP V releases, allowing comparison of barrel aged imperial smoke porter across vintages. 4-pack or 8-pack options at $79.00.
• Persistence II - Rye Imperial Barrel Aged Stout 2021 Release Rye Imperial Stout aged 6 months in hand-selected Rye Whiskey Solera barrels from The Gospel Distillery. Rich in rye whiskey barrel aged flavors of molasses, liquorice, dark chocolate, spices and roast at 12.2% ABV.
• West Coast Is The Way Outer Rim IPA Mandalorian-themed new age West Coast IPA with light malt body, firm bitterness, clean dry crisp finish. Hops HBC586, Citra, Strata, Amarillo provide orange citrus, mango, berry, and tropical fruit character.
• The Haze Has Spoken Arvala-7 Hazy IPA Mandalorian-themed big juicy fruit forward hazy IPA at 6.5% ABV with Citra and Mosaic hops plus Azzaca, delivering tropical hop flavors of mango, pineapple, tangerine, peach, passionfruit and citrus with a rounded creamy mouthfeel.
• Wolf of the Willows Taproom Experience Taproom and brewery experience at 39 De Havilland Road, Mordialloc VIC. Features a 15 hectolitre 3-vessel brewhouse, outdoor beer garden, casual indoor dining, in-house kitchen with beer-friendly share plates and pub favorite mains, and 16 rotating taps of house-made beer and hard seltzer. Hosts private functions for 20-60 people.
• Taproom Gift Card Gift vouchers redeemable at the Mordialloc taproom for food, beverage, and takeaway products. Purchased via Square.
• Wolf of the Willows Merchandise Branded merchandise including apparel and accessories available in the Wolf of the Willows online store.

Quantifiable outcome

• AIBA Awards 2023: Multiple Gold, Silver and Bronze medals across beer styles including XPA, IPA, PUP Hazy Pale Ale, Crisp Lager, Amber Ale, and Lark Imperial JSP V
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature4 records

Partnerships

13 partnerships are on record, tiered minor and core.

• Nitro SnowboardsminorGTM or Marketing Partner · 1 January 2026Marketing partnership for annual Ultimate Snow Gear Competition. Competition prizes include 5 Nitro Snowboards. Consumers enter by purchasing Wolf of the Willows beers or Aqua Boogie Boozy Soda and scanning QR code.
• Majesty SkisminorGTM or Marketing Partner · 1 January 2026Prize sponsor for Ultimate Snow Gear Competition. Ski sets included in prize pool alongside Nitro Snowboards and Smith Optics products.
• Smith OpticsminorGTM or Marketing Partner · 1 January 2026Prize sponsor for Ultimate Snow Gear Competition. Goggles and sunglasses included in prize pool alongside Nitro Snowboards and Majesty Skis.
• Kevin FormosaminorOthers · 1 January 2025Entertainer/performer for monthly Boot Scootin' Boogie events at the taproom. 'Bringing the boots, beats and good times' every second Thursday of the month.
• GABS FestivalcoreChannel Partner/ Reseller/ Distributor · 1 January 2024Annual participation in GABS Festival with limited release beers. Selected for GABS Festival 6 Pack distributed exclusively through Dan Murphys and BWS nationally. 'The Terpinator' IPA with added Terpenes included in 2024 Festival 6 Pack alongside Garage Project (NZ), The Mill Brewery, Dangerous Ales, Moffat Beach Brewing Co, and Revel Brewing.
• Anglo Japanese Brewing (AJB)minorStrategic or Co-development Partner · 1 June 2023Collaboration for Imperial Plum Gose beer, inspired by Umeboshi (Japanese pickled plums). Joint taproom launch event 'Japan Comes to Mordi' with live cross to AJB Founder/Head Brewer Tom Livesay in Nozawa Onsen, Japan.
• Rusutsu Love BeerminorStrategic or Co-development Partner · 1 June 2023Japanese brewery collaboration for Stout of Bounds Dry Stout, served on nitro for creamy coffee chocolaty finish. Joint event 'Japan Comes to Mordi' with live cross to Rusutsu Love Beer.
• Original Pattern BrewingminorStrategic or Co-development Partner · 1 February 2023International collaboration with San Francisco brewery for Latitude 37.8 West Coast IPA. Scotty McKinnon and Andy Crocker (ex-pat Aussie) brewed the same recipe at both breweries - Wolf of the Willows in Melbourne and Original Pattern in Oakland. Features experimental US hop variety HBC 586 and Australian Eclipse hops.
• Lark DistillerycoreStrategic or Co-development Partner · 1 July 2022Annual Barrel Exchange Project partnership - Lark whisky barrels are hand selected, emptied of whisky, shipped to Wolf of the Willows, filled with imperial beer (Johnny Smoke Porter), aged, then returned to Lark Distillery and filled with single malt whisky. This fifth-year collaboration produces Lark Barrel Aged Imperial JSP series and The Wolf Release whisky. The collaboration is described as one of Australian beer and whisky's most unique collaborations.
• Digable GoodsminorOthers · 1 January 2022Local Melbourne artist who painted and designed the large mural in the outdoor beer garden of the Wolf of the Willows taproom.
• City of KingstonminorOthers · 1 January 2022Local government partnership. Mayor Hadi Saab attended Big Tinnie ribbon cutting ceremony and expressed interest in local business investment. Council supports local businesses like Wolf of the Willows.
• Bayside Beer BeltminorChannel Partner/ Reseller/ Distributor · 1 January 2022Local brewery tour organization that coordinates brewery tours for the Bayside area. Wolf of the Willows directs visitors to Bayside Beer Belt for brewery tours (Wolf of the Willows does not host their own tours).
• The Gospel WhiskeycoreStrategic or Co-development Partner · 1 January 2021Partnership with Australia's only dedicated rye whiskey distiller for the Persistence barrel aged imperial stout series. Beer aged in hand selected rye whiskey solera barrels from The Gospel Distillery. Upon completion, barrels returned and filled with specialty rye whiskey. Includes annual Persistence Rye whiskey releases.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Balter Brewing: Australia-wide craft brewer backed by Carlton & United Breweries with strong retail presence. Comparable product mix and Australian distribution footprint at greater scale.
• Stone & Wood: One of Australia's largest independent craft brewers with national distribution across mainstream retail and on-premise. Larger scale peer with similar brand-led, multi-style portfolio approach.
• Carlton & United Breweries: Australia's largest brewer with portfolio of mainstream and craft brands. Significant competitive presence in the same on-premise and retail channels and the parent of craft brands such as Balter that compete for share.

Direct peers

• Stomping Ground Brewing Co: Independent Melbourne craft brewery with a strong hospitality-led taproom and core range plus limited releases. Directly comparable operating model combining brewery production, food service, and events.
• Mountain Goat Beer: Independent Australian craft brewery founded in Melbourne with a national taproom footprint and broad craft beer portfolio. Closely comparable to Wolf of the Willows as a Melbourne-rooted, multi-style craft brewer with on-premise and wholesale distribution.
• Hawkers Beer: Melbourne-based craft brewery specializing in IPAs, lagers, and limited releases with strong awards positioning. Highly comparable in scale, style range, and Australian distribution model including retail and taproom presence.
• Bridge Road Brewers: Regional Victorian craft brewery with a destination brewpub experience in Beechworth. Comparable as an independent Australian craft brewer operating brewery, taproom, and on-premise food service.
• Sailors Grave Brewing: Victorian craft brewery known for experimental and barrel-aged styles, distributed nationally via indie shops. Comparable as a smaller craft producer with a creative, barrel-aged-led positioning.
• Boutique Brewing Co: Independent Australian craft brewery producing modern ales, IPAs, and limited releases with national distribution. Closely comparable craft scale, style profile, and indie positioning.
• Modus Operandi Brewing: Australian craft brewery focusing on hazy IPAs and hop-forward styles with broader retail distribution. Comparable indie craft operating model with strong tasting room identity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/WolfoftheWillows
• Instagraminstagram.com/wolfofthewillows
• Xx.com/wolfofthewillow

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Wolf of the Willows