Tohu

What Tohu does

Tohu Wines is a New Zealand-based wine producer founded in 1998 as the world's first Māori-owned wine company. It is privately held by Wakatū Incorporation and operates as part of the Kono group, a Māori whānau-owned company with approximately 4,000 customary owners from the Whakatū, Motueka, and Mohua rohe. The business is governed by the 500-year Te Pae Tawhiti intergenerational plan and operates 150 hectares of vineyards in Marlborough's Upper Awatere Valley and Nelson's Upper Moutere, with winemaking centralised in Blenheim.

The portfolio spans four collections across 19 SKUs: Manaaki (entry-level, RRP $18.99), Whenua (food-pairing, $25.99–$37.99), Rewa (Méthode Traditionnelle sparkling, $39.99), and a premium Single Vineyard Collection ($24.99–$44.99). Annual production is anchored by ~3,000 tonnes of grape intake, with limited-allocations on the Whenua Awa estate (600–1,800 bottles per SKU). Winemaking follows a hand-crafted, minimal-intervention philosophy with wild fermentation and extended lees aging, and the proprietary Whenua Ora framework operationalises tikanga-led regenerative viticulture (71 ha certified, 9 ha BioGro-organic). The portfolio has been validated by a Decanter World Wine Awards Gold (2026), a Global Fine Wine Challenge Trophy (2023), and consistent 90+ point scores from James Suckling, Wine Enthusiast, and Cameron Douglas MS.

Revenue is generated through a hybrid GTM: DTC e-commerce on tohuwines.co.nz with nationwide NZ shipping (flat $10, $15 Waiheke & Chatham Islands), a B2B regional sales team (Head of Wine Sales plus three regional managers) serving on-premise and retail trade, and a store-locator network. All wine is sold in 6-bottle cases, with curated gift packs and mixed-case SKUs to support gifting and trade-up. Operations are currently NZ-domestic, with no disclosed international export presence.

Name

Tohu

Legal name

Tohu Wines

Website

https://tohuwines.co.nz

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Tohu Wines is the world's first Māori-owned wine company, producing 19 SKUs across four collections (Manaaki, Whenua, Rewa, Single Vineyard) from 150 ha of vineyards in Marlborough and Nelson, New Zealand, and selling via DTC e-commerce and a regional B2B trade sales team serving NZ consumers and hospitality.

Ownership category

akta.pro rank

Product category

New Zealand Wine Production

NAICS

Wineries (312130), Wineries (31213), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

akta.pro secondary industries

Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Fine Wine & Luxury Spirits Retail (CRANABAE)

Keywords

• New Zealand wines
• Single vineyard wines
• M\u0101ori-owned winery
• Sparkling wine production
• Sustainable viticulture

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Direct Wine Sales: Primary revenue from selling wines directly to consumers through their e-commerce website and through trade partners/retailers across New Zealand. Products sold as individual bottles and multi-pack cases (6-bottle cases).
2. Gift Packs and Mixed Cases: Specialty bundled products including the Matawā! Gift pack ($65 twin pack), Six-Bottle Discovery Case ($130), and exclusive mixed case collections sold as curated wine experiences.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Tohu Wines produces and sells a portfolio of New Zealand wines from four ranges: Manaaki (contemporary entry-level wines), Whenua (food-pairing focused wines), Rewa (M\u00e9thode Traditionnelle sparkling wines), and a Single Vineyard Collection (premium site-specific wines from the Whenua Awa and Whenua Matua vineyards). The company sells through a direct-to-consumer e-commerce website and through a regional sales team managing B2B relationships with trade customers across New Zealand.

Product overview

Tohu Wines is the world's first Māori-owned wine company, offering a portfolio of wines across three main collections: Tohu Manaaki (contemporary, easy-drinking wines from New Zealand's best wine regions), Tohu Whenua (beautifully crafted food-pairing wines), and Tohu Rewa (méthode traditionnelle sparkling wines). The company also produces a premium Single Vineyard Collection featuring wines from their own Whenua Awa vineyard in Marlborough's Upper Awatere Valley and Whenua Matua vineyard in Nelson's Upper Moutere. The portfolio spans sparkling wines, white wines (Sauvignon Blanc, Chardonnay, Pinot Gris, Riesling, Albariño, Pinot Blanc), rosé wines, and red wines (Pinot Noir, Merlot). Tohu operates as a direct-to-consumer wine producer with no software, API, or AI-powered product offerings.

Differentiator

Problem solved

Functional benefit

Brands

• Tohu Manaaki: Contemporary, easy-drinking wines from New Zealand's best wine regions including Marlborough and Nelson.
• Tohu Whenua
• Tohu Rewa

Products and services

• Tohu Rewa Blanc de Blancs M\u00e9thode Traditionnelle 2017 Handcrafted from 100% Chardonnay and aged on lees for six years, this Blanc de Blancs is a celebration of time, craft and purity. Fine bubbles, bright citrus and nutty brioche notes combine with a creamy mousse and a long, dry finish. Sold as 6-bottle case at $239.94 (RRP $39.99 per bottle).
• Tohu Rewa Ros\u00e9 M\u00e9thode Traditionnelle 2018 Crafted from Pinot Noir grown in Marlborough's Awatere Valley, this m\u00e9thode traditionnelle ros\u00e9 brings together elegance, richness, and playful charm. Aged on lees for up to six years. Sold as 6-bottle case at $239.94 (RRP $39.99 per bottle).
• Tohu Awatere Valley Sauvignon Blanc 2025 From the cool, rugged landscapes of Marlborough's Awatere Valley, this Sauvignon Blanc features striking vibrancy and purity with citrus zest, sweet tropical fruit, and a crisp mineral edge. Sold as 6-bottle case at $113.94 (RRP $18.99 per bottle).
• Tohu Awatere Valley Pinot Gris 2025 From the Awatere Valley, this Pinot Gris brings ripe fruit intensity and layered texture with notes of pear, fresh quince with subtle hints of sweet baking spice and lemon zest. Sold as 6-bottle case at $113.94 (RRP $18.99 per bottle).
• Tohu Nelson Pinot Ros\u00e9 2025 Crafted from Pinot Noir and grown in Nelson's sun-drenched Whenua Matua vineyard, this vibrant Ros\u00e9 is dry, fruit-forward and effortlessly drinkable. Sold as 6-bottle case at $113.94 (RRP $18.99 per bottle).
• Tohu Awatere Valley Riesling 2024 This lively Riesling captures the cool, dry climate of Marlborough's Awatere Valley with crisp citrus aromatics and precise minerality. Sold as 6-bottle case at $113.94 (RRP $18.99 per bottle).
• Tohu Nelson Chardonnay 2024 Sourced from vineyards across the Moutere Hills and Coastal Tasman subregions, this Chardonnay blends richness and energy with refined structure. Sold as 6-bottle case at $113.94 (RRP $18.99 per bottle).
• Tohu Marlborough Unoaked Chardonnay 2023 Made without oak but full of character, this unoaked Chardonnay from Marlborough's Rapaura sub-region is bright, creamy and expressive. Sold as 6-bottle case at $113.94 (RRP $18.99 per bottle).
• Tohu Hawke's Bay Merlot 2024 Crafted from hand-harvested fruit grown in New Zealand's leading red wine region, this Merlot is generous, balanced and deeply expressive. Sold as 6-bottle case at $113.94 (RRP $18.99 per bottle).
• Tohu Awatere Valley Pinot Noir 2024 Sourced from the southern Awatere Valley and shaped by a long, cool growing season, this Pinot Noir offers a balance of lifted fruit, savoury depth, and refined texture. Aged in French oak barriques. Sold as 6-bottle case at $149.94 (RRP $24.99 per bottle).
• Tohu Whenua Awa Single Vineyard Chardonnay 2021 Crafted from hand-harvested fruit grown on Marlborough's Awa block, this small-batch Chardonnay is a study in elegance and texture. Limited to 1,800 bottles. Sold as 6-bottle case at $227.94 (RRP $37.99 per bottle).
• Tohu Whenua Awa Single Vineyard Pinot Blanc 2021 From a tiny one-hectare block in Marlborough's Awatere Valley, this rare and textural expression of Pinot Blanc is wild fermented in a single French oak puncheon. Limited production of 600 bottles. Sold as 6-bottle case at $215.94 (RRP $35.99 per bottle).
• Tohu Whenua Awa Single Vineyard Riesling 2021 From the upper reaches of the Awatere Valley, this single vineyard Riesling is all about purity, precision and vibrancy. Sold as 6-bottle case at $155.94 (RRP $25.99 per bottle).
• Tohu Whenua Matua Single Vineyard Albari\u00f1o 2025 A lively Nelson Albari\u00f1o from the Upper Moutere vineyard with bright citrus, white florals and juicy stone fruit leading into a fresh, mineral palate. Decanter World Wine Awards Gold Medal winner. Sold as 6-bottle case at $149.94 (RRP $24.99 per bottle).
• Tohu Whenua Matua Single Vineyard Chardonnay 2022 Hand-harvested from the Matau block at Whenua Matua vineyard in Nelson's Upper Moutere, this Chardonnay is rich, complex and beautifully balanced. Colin Harrison Memorial Trophy winner 2025. Sold as 6-bottle case at $179.94 (RRP $29.99 per bottle).
• Tohu Whenua Matua Single Vineyard Pinot Noir 2019 From the sun-drenched slopes of Upper Moutere, this small-lot Pinot Noir balances depth with elegance with layers of dark fruit, subtle earthiness, and floral spice. Michael Cooper 5 Stars. Sold as 6-bottle case at $179.94 (RRP $29.99 per bottle).
• Tohu Marewa Single Vineyard Sauvignon Blanc 2024 An elegant, mineral-driven Sauvignon Blanc crafted from the Arapoto block within the Whenua Awa vineyard, expressing clarity, tension and refinement from the Upper Awatere. James Suckling 92 points. Sold as 6-bottle case at $209.94 (RRP $34.99 per bottle).
• Tohu Matangi Single Vineyard Chardonnay 2024 Hand-crafted in small parcels, Matangi Chardonnay showcases the cool elegance of the Upper Awatere with texture, depth and quietly powerful refinement. Sold as 6-bottle case at $239.94 (RRP $39.99 per bottle).
• Tohu One Single Vineyard Pinot Noir 2023 Precision and purity from the Upper Awatere Valley, formed from soils carried down from Mount Tapuae-o-Uenuku, revealing the depth and balance of the Whenua Awa vineyard. James Suckling 91 points. Sold as 6-bottle case at $269.94 (RRP $44.99 per bottle).

Quantifiable outcome

• Decanter Gold Medal - only Gold-winning Albariño among 8 NZ entries at world's largest wine competition (Decanter World Wine Awards 2026)
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and supporting.

• Energy Efficiency and Conservation Authority (EECA)coreStrategic or Co-development PartnerPartnership with New Zealand government body EECA to develop energy transition plans for winery and vineyards. Supported identification of high-impact areas for emissions reduction and sustainability initiatives including low-emissions vehicles, sensor lighting, and double glazing.
• KonocoreStrategic or Co-development PartnerTohu is part of Kono, a Māori, whānau-owned company based in Te Tauihu (top of South Island). Kono represents approximately 4000 owners descending from customary Māori landowners. Tohu wines are distributed alongside Kono's other beverage products.
• Regenerative Viticulture FoundationsupportingStrategic or Co-development PartnerGlobal non-profit supporting vineyards with evidence-based resources and practical tools for regenerative viticulture. Tohu aligns its Whenua Ora program with guidance from the Foundation including the 'One Block Challenge' approach to gradual regenerative transition.
• Sustainable Winegrowing New ZealandcoreStrategic or Co-development PartnerIndustry certification program for sustainable winegrowing practices. Tohu vineyards and winery adhere to strict sustainability standards certified by SWNZ.
• BioGrosupportingStrategic or Co-development PartnerOrganic certification body. Tohu has 9 hectares of BioGro-certified organic growing at Whenua Awa vineyard, though this is not included in the broader Whenua Ora program.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Brancott Estate: Large-scale Marlborough wine brand owned by Pernod Ricard. Comparable as a Marlborough-focused producer with broad varietal range spanning entry to premium tiers.
• Cloudy Bay: Iconic Marlborough winery producing premium Sauvignon Blanc, Chardonnay, and Pinot Noir. Comparable as a NZ-based premium wine brand with similar regional sourcing in Marlborough and similar DTC-plus-trade distribution approach.
• Villa Maria Estate: New Zealand's largest family-owned wine producer with broad varietal portfolio spanning Marlborough, Hawke's Bay, and Central Otago. Comparable as a multi-region NZ producer with overlapping varietals and similar DTC-plus-trade model.
• Craggy Range: Premium NZ winery producing wines from Hawke's Bay, Martinborough, and Marlborough with strong single-vineyard positioning. Comparable in its terroir-driven single-vineyard premium tier and DTC distribution approach.
• Greywacke: Marlborough boutique winery producing wild-fermented Sauvignon Blanc and Pinot Noir. Comparable for artisanal, minimal-intervention winemaking and small-lot single-vineyard philosophy.
• Oyster Bay: Major Marlborough Sauvignon Blanc brand owned by Accolade Wines with international distribution. Comparable in varietal focus and accessible-to-premium price tier across the Manaaki-style portfolio.
• Trinity Hill: Hawke's Bay-focused NZ winery producing premium Chardonnay, Syrah, and Bordeaux-style blends. Comparable for its single-vineyard premium positioning and food-pairing wine philosophy aligned with Tohu's Whenua range.
• Saint Clair Family Estate: Marlborough-based premium family winery with strong DTC e-commerce and trade distribution. Comparable as a NZ regional producer with similar Sauvignon Blanc-forward portfolio and DTC-plus-trade sales motion.
• Dog Point Vineyard: Boutique Marlborough winery focused on organic and biodynamic viticulture with premium single-vineyard wines. Comparable for its minimal-intervention winemaking philosophy and Whenua Ora-adjacent sustainability positioning.

Broad incumbents

• Kono NZ: Parent Māori-owned company of Tohu, producing broader food and beverage portfolio beyond wine. Comparable as the parent entity housing Tohu and providing distribution, governance, and shared sustainability infrastructure.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/TohuWine
• LinkedInlinkedin.com/company/tohu-wines
• Instagraminstagram.com/tohuwines
• Xx.com/tohuwines

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Tohu