What Curly Flat Vineyard does

Curly Flat Vineyard is a privately held, estate-based winery in the Macedon Ranges of Victoria, Australia, operating at 540 metres altitude - the coolest viticultural area on mainland Australia. The estate spans 14.5 hectares of closely planted vines, established between 1992 and 2020 and planted 72% to Pinot Noir, 23% to Chardonnay and 5% to Pinot Gris. Winemaking is built around minimal-intervention, site-expression principles: indigenous yeast fermentation, hand harvesting, whole-bunch pressing for select wines, and no fining or filtration on premium cuvées. The portfolio is structured around single-block Pinot Noir bottlings (Estate, Western, Central), supported by the Estate Chardonnay, Pinot Gris, White Pinot and Macedon Sparkling lines, plus Williams Crossing as an entry-level sub-brand and Neogene for young-vine volcanic-soil fruit.

Revenue is generated through a hybrid direct-to-consumer model anchored by the company's WooCommerce website - which offers 10% off mixed or straight dozens and free freight on orders above $400 - and a cellar door at the Lancefield estate charging $15 per person (waived on a $50 per-person purchase). Domestic distribution runs through more than 30 independent Australian wine retailers, and three exclusive international distributors handle the UK (Milestone Wines), Japan (Village Cellars K.K.) and Hong Kong (Watson's Wine). Premium experiential channels include ticketed winemaker dinners ($195-$260 per person), vineyard events with chefs such as Frank Camorra, participation in Pinot Palooza, and curated collector packs (Estate Through Time 6-Pack, Site Expression 3-Pack, History 3-Pack).

The company was developed in 1989 by Phillip Moraghan and Jeni Kolkka, with the first vintage released in 1998. Jeni Kolkka assumed sole ownership in 2017 and runs the business with a 8-person team, emphasising stewardship and anti-commercialisation. Curly Flat sells exclusively to Australian addresses domestically, with shipping restrictions in a number of US states.

Name

Curly Flat Vineyard

Legal name

Curly Flat

Website

https://curlyflat.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

1–10 employees

Short description

Curly Flat is a privately held estate winery in Australia's Macedon Ranges producing premium cool-climate Pinot Noir, Chardonnay, and specialty wines from a 14.5-hectare vineyard. It sells direct-to-consumer online, via its cellar door, independent retailers, and distributors in the UK, Japan and Hong Kong.

Ownership category

akta.pro rank

Product category

Estate Winery

NAICS

Wineries (312130)

SIC

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

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

akta.pro secondary industry

Wineries & Vineyards (Tasting Rooms) (THAFALAE)

Keywords

• Cool climate wines
• Estate vineyard wines
• Pinot Noir production
• Wine cellar door
• Australian winery

Headquarters

HQ city

Lancefield

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, Technology or R&D

Revenue model

1. Direct-to-Consumer Wine Sales: Online sales through company website with 10% discount on 12+ bottle mixed or straight dozens. Primary revenue stream with free freight on orders $400+.
2. Cellar Door Tastings: In-person wine tasting experiences at the vineyard with $15 per person fee waived with $50 purchase per person.
3. Australian Retail Distribution: Supply to independent wine retailers and bottle shops across Australia through stockist network.
4. International Distribution: Export sales through distributors in UK (Milestone Wines), Japan (Village Cellars K.K.), and Hong Kong (Watson's Wine).

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Curly Flat is an estate vineyard and winery producing premium cool-climate wines (Pinot Noir, Chardonnay, Pinot Gris, White Pinot, Sparkling) from a 14.5-hectare site in the Macedon Ranges, Victoria. The winery operates direct-to-consumer online sales, an on-site cellar door for tastings, and distributes through independent Australian retailers plus international partners in the UK, Japan, and Hong Kong.

Product overview

Curly Flat Vineyard is a small, privately owned estate winery in the Macedon Ranges producing cool-climate wines. The product portfolio centers on two core wine ranges: the flagship Curly Flat Estate wines (Pinot Noir, Chardonnay, Pinot Gris, White Pinot, and Sparkling) representing the estate's terroir expression, and the Williams Crossing sub-brand offering approachable, fruit-forward wines at accessible price points. Additionally, single-vineyard wines (Western and Central Pinot Noir) showcase distinct vineyard blocks, while the new Neogene label highlights young vines from volcanic soils. The winery also offers curated wine packs for collectors and tasting experiences including cellar door tastings and seasonal events.

Differentiator

Problem solved

Functional benefit

Brands

• Williams Crossing: Second label offering more approachable expressions of Pinot Noir, Chardonnay, and Cabernet Franc from younger vines
• Neogene
• Macedon Sparkling
• Western Pinot Noir
• Central Pinot Noir

Products and services

• Estate Pinot Noir Flagship estate red wine combining eleven separate lots representing distinct aspects, clones, and soils. Made with indigenous yeast fermentation, varying whole bunch inclusion, and 16-18 months maturation in French oak. Priced at $72/bottle (750ml).
• Western Pinot Noir Single-vineyard Pinot Noir from the coolest western blocks with easterly aspect and ancient Ordovician soils. Bottled separately to showcase delicate fragrance and talc-like textures.
• Central Pinot Noir Single-vineyard Pinot Noir from the oldest vines planted in 1992, 100% MV6 clone on volcanic basalt soils with northern aspect. Produces darker fruits with robust yet detailed tannin.
• Estate Chardonnay Flagship white wine from the Macedon Ranges, whole bunch pressed with indigenous yeast fermentation. Aged 12-14 months in French oak with partial malolactic fermentation. Priced at $56/bottle (750ml).
• Pinot Gris Cool-climate expression with minerality and natural acid backbone. Made from two batches: majority whole bunch pressed to neutral oak, remainder carbonic maceration. Priced at $32/bottle.
• White Pinot Pinot Noir made in white wine style using only free-run juice with minimal skin contact. Fermented with wild yeasts and aged in old oak puncheons for a pale, textural wine. Priced at $34/bottle.
• Macedon Sparkling Traditional method sparkling wine, typically Pinot Noir and Chardonnay blend or single-varietal Blanc de Blancs. Extended time en tirage (4+ years) for complexity. 2019 vintage priced at $70/bottle.
• Williams Crossing Pinot Noir Entry-level Pinot Noir from the Williams Crossing second label offering excellent drink-now appeal with vibrant fruit, savory complexity, and elegant structure. Priced at $34-$38/bottle.
• Williams Crossing Chardonnay Approachable, vibrant Chardonnay from the Williams Crossing label with citrus, stone fruits, and delicate white blossom. Oak integration with 91% oak vs 9% stainless steel maturation.
• Williams Crossing Cabernet Franc Ripe, fruit-driven Cabernet Franc from cooler northern Macedon Ranges. Fermented in stainless steel and aged briefly in neutral barrique to avoid green, vegetal notes.
• Neogene Pinot Noir New label for young vines sourced exclusively from geologically young Neogene period volcanic soils, blended with fruit from older vines. Represents the next generation of vines until they mature for the Estate blend.
• Estate Through Time 6-Pack Vertical tasting pack featuring six vintages of Estate Pinot Noir (2019-2024). Limited edition offering for collectors curious about vintage evolution.
• 2023 Site Expression Pack Three-pack showcasing Estate, Western, and Central Pinot Noir from 2023 vintage. Highlights subtle differences between vineyard blocks.
• History Pack 3-Pack Three-pack featuring 2022, 2023, and 2024 Estate Pinot Noir vintages. Offers insight into how vineyard and season shape each release.
• Cellar Door Tastings Estate wine flight offering tastes of current Pinot Noir, Chardonnay, Pinot Gris, and White Pinot vintages with storytelling. $15 per person, waived with $50 purchase. Open Friday through Monday.

Quantifiable outcome

• 35+ consecutive vintages of Pinot Noir production
• +2 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Milestone Wines (UK)coreChannel Partner/ Reseller/ DistributorInternational distribution partner for United Kingdom market. Located at Unit 5, Deanfield Court, Clitheroe BB7 1Qs, United Kingdom. Contact: [email protected]
• Village Cellars K.K. (Japan)coreChannel Partner/ Reseller/ DistributorInternational distribution partner for Japan market. Located at 6-5 Ueno Uwada, Himi, Toyama 935-0056, Japan. Contact: [email protected]
• Watson's Wine (Hong Kong)coreChannel Partner/ Reseller/ DistributorInternational distribution partner for Hong Kong market. Located at Watson House, 1-5 Wo Liu Hang Road, Fo Tan, Shatin, New Territories, Hong Kong.
• Get FreightedminorChannel Partner/ Reseller/ DistributorInternational shipping logistics partner for overseas wine shipments. Small dedicated freight team specializing in international wine delivery.
• Matteo DowntowncoreGTM or Marketing PartnerItalian restaurant in Sydney hosting exclusive winemaker dinner with Curly Flat on 21 July 2026. 5-course dinner with wine pairings at $209-$259 per person.
• FredericcoreGTM or Marketing PartnerEuropean-style bistro in Cremorne, Melbourne hosting winemaker dinner with Curly Flat on 22 July 2026. Multi-course dinner featuring back vintages including rare 1999 Pinot Noir magnum.
• Pinot PaloozacoreGTM or Marketing PartnerAnnual national Pinot Noir festival across Brisbane, Sydney, Melbourne, and Perth featuring Curly Flat wines.
• Movida / Frank CamorracoreGTM or Marketing PartnerSpanish restaurant series hosted at Curly Flat vineyard with renowned chef Frank Camorra. Sold out event on 1 March 2026.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Oakridge Wines: Yarra Valley estate with single-vineyard Pinot Noir, Chardonnay, and Cabernet program plus acclaimed restaurant. Comparable single-block winemaking, premium positioning, and fine-dining partnership strategy.
• Granite Hills: Macedon Ranges estate winery focused on cool-climate Pinot Noir, Chardonnay, and traditional method sparkling. Comparable estate-only philosophy, cool-climate positioning, and premium small-batch production.
• Tellurian: Heathcote (neighboring Victorian cool-climate region) producer focused on estate Shiraz and alternative varieties. Comparable in size, single-vineyard focus, and premium positioning targeting collectors.
• Passing Clouds: Boutique Macedon Ranges winery with estate vineyards producing premium Pinot Noir, Chardonnay, and Shiraz. Comparable small-scale estate winemaking and regional cool-climate positioning.
• Hanging Rock Winery: Macedon Ranges estate producing cool-climate wines including Pinot Noir, Chardonnay, and traditional method sparkling (Jim Jim). Comparable cool-climate region, sparkling/Pinot focus, and DTC cellar door model.
• Bindi Wine Growers: Family-owned Macedon Ranges estate producing single-block Pinot Noir and Chardonnay from volcanic soils. Closest direct comparable in geography, grape mix, terroir-led approach, and micro-production scale.
• Giant Steps Wine: Yarra Valley producer specializing in single-vineyard Pinot Noir and Chardonnay with similar minimalist, terroir-driven philosophy. Comparable premium cool-climate Pinot focus and restaurant/DTC distribution.
• Domaine Asmara: Boutique Macedon Ranges winery producing cool-climate Pinot Noir, Chardonnay, and Shiraz from estate vineyard. Comparable in scale, single-site provenance, and premium cool-climate positioning.

Emerging players

• Lethbridge Wines: Small Geelong-region producer focused on minimal-intervention Pinot Noir, Chardonnay, and alternative varieties. Comparable boutique scale, natural/lo-fi winemaking philosophy, and direct-to-consumer emphasis.

Broad incumbents

• Penfolds: Australia's largest premium wine producer with broad Pinot Noir and sparkling portfolio. Operates across many regions at far larger scale; relevant as the dominant Australian benchmark for premium wine branding and distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/curlyflatvineyard
• Instagraminstagram.com/curlyflatvineyard
• LinkedInlinkedin.com/company/curly-flat-vineyard

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 Curly Flat Vineyard