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Morrisons Winery

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uuid004x6nb

Namestring
Morrisons Winery
Legal namestring
Morrisons of Glenrowan
Websiteurl
morrisonswinery.com.au
Company typeenum
Private
Founded yearint
1999
Descriptiontext

Morrisons of Glenrowan (operating as Morrisons Winery) is a family-owned boutique winery headquartered at 30 Kays Lane, Glenrowan, Victoria, Australia, founded in 1999 by former schoolteachers Dianne and Bob Morrison. The winery produces approximately 8,000 liters of estate-bottled wine annually, up from 60 liters in 2000, using traditional winemaking methods and aging in French and American oak casks. The product portfolio spans Mediterranean red varieties (Shiraz, Durif, Tempranillo, Primitivo, Cabernet Sauvignon, plus flagship reds such as Family Reserve Shiraz, Premium Reserve, The Siege Shiraz Durif, and Shiraz Viognier), white wines (Fiano and Fiano Garganega), Rosé, and fortified wines (Classic Muscat and Grand Tawny aged in partnership with Auldstone Cellars). Complementary artisan produce (Blackberry Jam and Worcestershire Sauce) extends the non-wine retail offering.

Short descriptiontext

Morrisons of Glenrowan is a family-owned boutique winery in Glenrowan, Victoria, producing traditional estate-bottled Shiraz, Durif, Tempranillo, Fiano, and fortified wines sold directly to Australian consumers via cellar door and e-commerce.

Operating statusenum
Operating
Ownership categoryenum
Headcount rangeband
1–10
akta.pro rankint
HeadquartersGlenrowan, Australia
HQ citystring
Glenrowan
HQ countrystring
Australia
HQ regionstring
Oceania
Markets served

Serves global market

Offices2 records

Each record includes

City, Country, Type, Description, Source

Keyword5 values
boutique winery, estate bottled wines, red wine production, cellar door sales, wine tourism
Industry3 codes
1Wine Production & Winemaking
CodeAFAFAAABPrimaryYes
2Wineries & Vineyards (Tasting Rooms)
CodeTHAFALAEPrimaryNo
3Wine Retail (Bottle Shops & Wine Merchants)
CodeCRANABABPrimaryNo
NAICS code1 code
  • Wineries312130
SIC code1 code
  • Beverages2080
Product category
Boutique Winery / Wine Production
Social media profiles2 records
GTM motion2 records

Each record includes

Type, Description, Source

Revenue model4 records
1Wine Sales
TypeOne Time License
Description

Direct sales of estate-bottled wines including red wines (Shiraz, Durif, Tempranillo, Primitivo, Cabernet Sauvignon), white wines (Fiano, Fiano Garganega, Rosé), and fortified wines (Muscat, Grand Tawny). Sold in individual bottles, mixed packs, and gift packs. Minimum 6 bottle orders for online purchases with free Australia-wide shipping.

morrisonswinery.com.au
2Cellar Door Sales
TypeOne Time License
Description

On-site cellar door sales at the mud brick cellar door with spectacular Victorian Alps and Glenrowan mountain views. Offers drive-through sales and local produce platters.

morrisonswinery.com.au
3Events and Wine Education
TypeProfessional Services
Description

Hosting special events for up to 50 people, and Bob Morrison's Wine School offering wine-making education during regional festivities.

morrisonswinery.com.au
4Artisan Produce
TypeOne Time License
Description

Sale of complementary artisan products including Blackberry Jam and Worcestershire Sauce.

morrisonswinery.com.au
Marketing channels4 records

Each record includes

Title, Type, Stage, Description, Source

Distribution channels2 records

Each record includes

Title, Type, Scope, Target buyer, Description, Source

Cost components4 values
Supply Chain, Operations, Personnel, Marketing or Sales
Pricing details5 tiers
1Individual Wine Bottles
ModelUnit PricingBilling cadencePay-as-you-go
Notes

Red wines: $27-$38 per 750ml bottle (Shiraz, Durif, Tempranillo, Primitivo, Cabernet Sauvignon, Family Reserve, Premium Reserve, Shiraz Viognier, The Siege Shiraz Durif). White wines: $24 per 750ml bottle (Fiano, Fiano Garganega, Rosé). Fortified wines: $34 per 500ml bottle (Classic Muscat, Grand Tawny).

morrisonswinery.com.au
2Gift Pack
ModelUnit PricingBilling cadencePay-as-you-go
Notes

$155.00 (was $166.00) - contains 3 red wines, 2 white wines and 1 rosé in 750ml bottles.

morrisonswinery.com.au
3Celebration Party Pack
ModelUnit PricingBilling cadencePay-as-you-go
Notes

$295.00 (was $310.00) - contains 6 red wines, 4 white wines and 2 rosé in 750ml bottles.

morrisonswinery.com.au
4Grand Red Selection Pack
ModelUnit PricingBilling cadencePay-as-you-go
Notes

$340.00 (was $350.00) - contains 12 bottles of red wines including Glenrowan Shiraz, The Siege Shiraz Durif, Durif, Tempranillo, Premium Reserve, Shiraz Viognier, Cabernet Sauvignon, and Primitivo.

morrisonswinery.com.au
5Artisan Produce
ModelUnit PricingBilling cadencePay-as-you-go
Notes

Blackberry Jam 250g and Worcestershire Sauce 250ml each priced at $11.00.

morrisonswinery.com.au
GTM typeB2C
B2C
Offering typeHardware or Manufacturing
Hardware or Manufacturing
Core offering1 text field

Morrisons Winery is a family-owned boutique winery that produces and estate-bottles red, white, rosé and fortified wines using traditional winemaking methods with French and American oak cask aging. The winery sells directly to consumers through its mud brick cellar door in Glenrowan, Victoria and an e-commerce website offering free shipping Australia-wide, complemented by artisan produce (Blackberry Jam, Worcestershire Sauce) and event hosting. Production has grown from 60 liters in 2000 to approximately 8,000 liters annually.

Differentiator
Functional benefit
Problem solved
Quantifiable outcome1 value
  • Production scale increased from 60 liters in 2000 to 8,000 liters today
Product overview1 text field

Morrisons of Glenrowan is a boutique winery offering a portfolio of estate-bottled wines produced at their vineyard and winery on the slopes of Mt. Glenrowan in the Warby Range, North East Victoria. The product line includes red wines (Cabernet Sauvignon, Durif, Tempranillo, Primitivo, Shiraz, Family Reserve Shiraz, Premium Reserve, The Siege Shiraz Durif, Shiraz Viognier), white wines (Fiano, Fiano Garganega), rosé, and fortified wines (Classic Muscat, Grand Tawny). Wines are aged in French and American oak casks using traditional winemaking methods. The portfolio also includes mixed packs (Celebration Party Pack, Grand Red Selection Pack, Gift Pack) and value-added produce (Blackberry Jam, Worcestershire Sauce). Production has grown from 60 litres in 2000 to 8,000 litres today. The winery is operated by winemakers Dianne and Bob Morrison, former schoolteachers who began winemaking in 1999.

Product and service1 record
1Cabernet Sauvignon 2021
Scale indicator3 records

Each record includes

Type, Value, Description, Source

Partnership2 partners
1Auldstone Cellars
Strategic tierMinorTypeStrategic or Co-development Partner
Description

The Classic Muscat and Grand Tawny are skillfully blended and aged at Auldstone Cellars by winemakers M & N Reid. Auldstone Cellars handles the aging process in fine old wine puncheons for these fortified wines, which are then sold under the Morrisons of Glenrowan label.

morrisonswinery.com.au
2Meadow Creek Road, Moyhu (Grape Supplier)
Strategic tierMinorTypeOthers
Description

Grapes for Fiano and Fiano Garganega wines are sourced and hand picked from Meadow Creek Road, Moyhu in North East Victoria. The fruit is picked in the early morning and pressed within hours of harvest.

morrisonswinery.com.au
Recent move6 records

Each record includes

Date, Type, Title, Description, Source

Expansion highlight4 records

Each record includes

Type, Description

Market position
Competitive moat3 records

Each record includes

Type, Details

Key risks6 records

Each record includes

Headline, Details, Source

Key highlights6 records

Each record includes

Headline, Details, Source

Customer concentration

Classification, Details

Segment3 records

Each record includes

Title, Type, Primary, Description, Pain point addressed, Use case, Source

Ideal customer profile3 records

Each record includes

Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
No
API detail
Has APIbool
No

Docs URL, Description

AI maturity
App detail

Has app

Feature3 records

Each record includes

Title, Differentiator, Description, Source

Core technology
Revenue estimate
Valuation estimate
Number of profiles
Profiles2 records

Each record includes

Name, Designation, Designation category, Overview, Profile commentary, Source

No data
No data
Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds

Each record includes

Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors

Each record includes

Name, Type, Date of entry, Rounds participated, Website

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment

Each record includes

Name, Round, Announced date, Lead investor, Website, News

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Morrisons Winery

Boutique Winery / Wine Productionmorrisonswinery.com.au

Morrisons of Glenrowan is a family-owned boutique winery in Glenrowan, Victoria, producing traditional estate-bottled Shiraz, Durif, Tempranillo, Fiano, and fortified wines sold directly to Australian consumers via cellar door and e-commerce.

What Morrisons Winery does

Morrisons of Glenrowan (operating as Morrisons Winery) is a family-owned boutique winery headquartered at 30 Kays Lane, Glenrowan, Victoria, Australia, founded in 1999 by former schoolteachers Dianne and Bob Morrison. The winery produces approximately 8,000 liters of estate-bottled wine annually, up from 60 liters in 2000, using traditional winemaking methods and aging in French and American oak casks. The product portfolio spans Mediterranean red varieties (Shiraz, Durif, Tempranillo, Primitivo, Cabernet Sauvignon, plus flagship reds such as Family Reserve Shiraz, Premium Reserve, The Siege Shiraz Durif, and Shiraz Viognier), white wines (Fiano and Fiano Garganega), Rosé, and fortified wines (Classic Muscat and Grand Tawny aged in partnership with Auldstone Cellars). Complementary artisan produce (Blackberry Jam and Worcestershire Sauce) extends the non-wine retail offering.

Morrisons Winery firmographics

Firmographics
Name
Morrisons Winery
Legal name
Morrisons of Glenrowan
Website
https://morrisonswinery.com.au
Company type
Private
Founded year
1999
Operating status
Operating
Headcount range
1–10 employees
Short description
Morrisons of Glenrowan is a family-owned boutique winery in Glenrowan, Victoria, producing traditional estate-bottled Shiraz, Durif, Tempranillo, Fiano, and fortified wines sold directly to Australian consumers via cellar door and e-commerce.
Ownership category
akta.pro rank

Morrisons Winery industry classification

Industry
Product category
Boutique Winery / Wine Production
NAICS
Wineries (312130)
SIC
Beverages (2080)
akta.pro primary industry
Wine Production & Winemaking (AFAFAAAB)
akta.pro secondary industries
Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)

Keywords

  • Boutique winery
  • Estate bottled wines
  • Red wine production
  • Cellar door sales
  • Wine tourism

Where Morrisons Winery is headquartered

Location

Headquarters

HQ city
Glenrowan
HQ country
Australia
HQ region
Oceania

Offices2 records

Markets served

Morrisons Winery business model

Business model
GTM type
B2C
Offering type
Hardware or Manufacturing
Cost components
Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

  1. Wine Sales: Direct sales of estate-bottled wines including red wines (Shiraz, Durif, Tempranillo, Primitivo, Cabernet Sauvignon), white wines (Fiano, Fiano Garganega, Rosé), and fortified wines (Muscat, Grand Tawny). Sold in individual bottles, mixed packs, and gift packs. Minimum 6 bottle orders for online purchases with free Australia-wide shipping.
  2. Cellar Door Sales: On-site cellar door sales at the mud brick cellar door with spectacular Victorian Alps and Glenrowan mountain views. Offers drive-through sales and local produce platters.
  3. Events and Wine Education: Hosting special events for up to 50 people, and Bob Morrison's Wine School offering wine-making education during regional festivities.
  4. Artisan Produce: Sale of complementary artisan products including Blackberry Jam and Worcestershire Sauce.

Pricing tiers

ModelBillingPrice
Unit PricingPay-as-you-goIndividual Wine Bottles
Unit PricingPay-as-you-goGift Pack
Unit PricingPay-as-you-goCelebration Party Pack
Unit PricingPay-as-you-goGrand Red Selection Pack
Unit PricingPay-as-you-goArtisan Produce

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Morrisons Winery product offering

Product offering

Core offering

Morrisons Winery is a family-owned boutique winery that produces and estate-bottles red, white, rosé and fortified wines using traditional winemaking methods with French and American oak cask aging. The winery sells directly to consumers through its mud brick cellar door in Glenrowan, Victoria and an e-commerce website offering free shipping Australia-wide, complemented by artisan produce (Blackberry Jam, Worcestershire Sauce) and event hosting. Production has grown from 60 liters in 2000 to approximately 8,000 liters annually.

Product overview

Morrisons of Glenrowan is a boutique winery offering a portfolio of estate-bottled wines produced at their vineyard and winery on the slopes of Mt. Glenrowan in the Warby Range, North East Victoria. The product line includes red wines (Cabernet Sauvignon, Durif, Tempranillo, Primitivo, Shiraz, Family Reserve Shiraz, Premium Reserve, The Siege Shiraz Durif, Shiraz Viognier), white wines (Fiano, Fiano Garganega), rosé, and fortified wines (Classic Muscat, Grand Tawny). Wines are aged in French and American oak casks using traditional winemaking methods. The portfolio also includes mixed packs (Celebration Party Pack, Grand Red Selection Pack, Gift Pack) and value-added produce (Blackberry Jam, Worcestershire Sauce). Production has grown from 60 litres in 2000 to 8,000 litres today. The winery is operated by winemakers Dianne and Bob Morrison, former schoolteachers who began winemaking in 1999.

Differentiator

Problem solved

Functional benefit

Products and services

  • Cabernet Sauvignon 2021

Quantifiable outcome

  • Production scale increased from 60 liters in 2000 to 8,000 liters today

Companies that use Morrisons Winery

Customer profile

Segments3 records

Ideal customer profiles3 records

Morrisons Winery technology and API

Technology

Technology focussed No

API detail

Has API
No
API docs
API detail

Core technology

AI maturity

App detail

Feature3 records

Morrisons Winery partnerships and signals

Strategic signal

Partnerships

Two partnerships are on record, tiered minor.

  • Auldstone CellarsminorStrategic or Co-development PartnerThe Classic Muscat and Grand Tawny are skillfully blended and aged at Auldstone Cellars by winemakers M & N Reid. Auldstone Cellars handles the aging process in fine old wine puncheons for these fortified wines, which are then sold under the Morrisons of Glenrowan label.
  • Meadow Creek Road, Moyhu (Grape Supplier)minorOthersGrapes for Fiano and Fiano Garganega wines are sourced and hand picked from Meadow Creek Road, Moyhu in North East Victoria. The fruit is picked in the early morning and pressed within hours of harvest.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Morrisons Winery competitors and assessment

Company assessment

Market position

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Morrisons Winery social profiles

Digital presence

Morrisons Winery financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Morrisons Winery leadership team

Management profile

Number of profiles

Profiles2 records

Morrisons Winery funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Morrisons Winery M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Morrisons Winery

What does Morrisons Winery do?

Morrisons Winery is a family-owned boutique winery that produces and estate-bottles red, white, rosé and fortified wines using traditional winemaking methods with French and American oak cask aging. The winery sells directly to consumers through its mud brick cellar door in Glenrowan, Victoria and an e-commerce website offering free shipping Australia-wide, complemented by artisan produce (Blackberry Jam, Worcestershire Sauce) and event hosting. Production has grown from 60 liters in 2000 to approximately 8,000 liters annually.

Is Morrisons Winery a public or private company?

Morrisons Winery is a private company. It is classified as family owned and is currently operating.

When was Morrisons Winery founded?

Morrisons Winery was founded in 1999. It employs 1 to 10 people.

Where is Morrisons Winery based?

Morrisons Winery is headquartered in Glenrowan, Australia, in the Oceania region.

How does Morrisons Winery make money?

Four revenue lines are on record. Wine Sales are the primary driver. The others are cellar Door Sales, events and Wine Education and artisan Produce.

Does Morrisons Winery have an API?

No public API is recorded for Morrisons Winery.

What industry is Morrisons Winery in?

Morrisons Winery's product category is Boutique Winery / Wine Production. Its primary akta.pro industry code is AFAFAAAB, Wine Production & Winemaking, with a secondary code of THAFALAE, Wineries & Vineyards (Tasting Rooms). Its NAICS code is 312130 and its SIC code is 2080.

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