Passing Clouds
Passing Clouds is a family-owned boutique winery established in 1974 in Victoria, Australia, producing low-intervention cool-climate Pinot Noir and Chardonnay from its Macedon Ranges estate and Shiraz from Bendigo growers, selling direct-to-consumer via cellar door, online shop, wine club, and on-site restaurant.
- Company typePrivate
- Founded1974
- HeadquartersMusk, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Passing Clouds does
Passing Clouds is a privately-held, family-owned boutique winery founded in 1974 and operated as Passing Clouds Pty Limited (ABN 54292476090) under a Victorian Liquor Licence. The business cultivates cool-climate Pinot Noir and Chardonnay at its 742m-altitude estate vineyard in Musk, Macedon Ranges, and sources Shiraz, Cabernet Sauvignon and Grenache from three Bendigo-region growers plus a Kilmore vineyard. Winemaking is low-intervention with hand plunging in open fermenters, wild ferments, minimal sulphur additions, and a post-2017 shift to biodynamic and regenerative agriculture supported by solar power and off-grid water pumping.
The company runs a multi-channel direct-to-consumer model: an online wine shop (VinCreative storefront with Integra Pay processing and Fastway / Australia Post delivery), a cellar door open seven days a week for tasting flights, an on-site restaurant open Friday to Monday for charcoal-fired lunch with multi-tier set menus ($30 to $130 per person), and a Wine Allocation Program with five tiers (Angel, Premium, Classic, Graeme's, Choose Your Own Adventure) plus a flexible Go Your Own Way subscription, all priced from $350 to $475 per bi-annual 12-bottle shipment. Wholesale distribution is limited to regional Victoria and Melbourne via two named sales contacts, and a bespoke Train + Wine + Dine experience with Spa Country Railway operates Sundays with an 8-guest cap at $200 per person. Current winemaker and owner Cameron Leith succeeded founder Graeme Leith in 2008, completed a Masters in Wine Technology and Viticulture, and the family (now including Cameron's wife Marion and their three children) resides on the estate as custodians. The business ships only within Australia and self-describes as small-volume and deliberately constrained, having shed its original Kingower vineyard in 2016.
Passing Clouds firmographics
Firmographics- Name
- Passing Clouds
- Legal name
- Passing Clouds Pty Limited
- Website
- https://passingclouds.com.au
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Passing Clouds is a family-owned boutique winery established in 1974 in Victoria, Australia, producing low-intervention cool-climate Pinot Noir and Chardonnay from its Macedon Ranges estate and Shiraz from Bendigo growers, selling direct-to-consumer via cellar door, online shop, wine club, and on-site restaurant.
- Ownership category
- akta.pro rank
Passing Clouds industry classification
Industry- Product category
- Boutique Winery
- NAICS
- Wineries (312130), Beer, Wine, and Liquor Retailers (44532), Drinking Places (Alcoholic Beverages) (722410)
- SIC
- Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Wineries & Vineyards (Tasting Rooms) (THAFALAE)
- akta.pro secondary industries
- Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Wine Shops (Off-Premise) (CRANAAAB), Wine Tastings & Vineyard/Winery Tours (THAJAGAD)
Keywords
Where Passing Clouds is headquartered
LocationHeadquarters
- HQ city
- Musk
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Passing Clouds business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Direct Wine Sales: Direct-to-consumer wine sales through cellar door (open 7 days a week) and online wine shop. Products include Pinot Noir, Chardonnay, Shiraz, Cabernet Sauvignon, Grenache, and blends from Macedon Ranges and Bendigo regions.
- Restaurant Dining Room: Lunch service Friday to Monday featuring charcoal-fired cooking with seasonal shared plates. Multiple pricing tiers from casual à la carte to full 3-course paired experiences.
- Wine Club Membership: Wine Allocation Program with four tiers (Angel Club, Premium, Classic, Graeme's, Choose Your Own Adventure) offering two annual shipments of 12 bottles each. Includes member benefits: 10% off purchases, free freight, exclusive event invitations, dining discounts.
- Wholesale Distribution: Regional and Melbourne wholesale sales through dedicated sales contacts. Distribution to restaurants and retailers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | 3 Course Set Menu at $70 per person |
| One time/ perpetual license | Pay-as-you-go | 3 Course Set Menu with Matched Wines at $130 per person |
| One time/ perpetual license | Pay-as-you-go | Tasting Experience with Optional À La Carte at $30 per person |
| One time/ perpetual license | Pay-as-you-go | Tasting Experience with Food Match at $100 per person |
| Subscription | Annual | The Angel Club - $475 per shipment (2x per year, 12 bottles) |
| Subscription | Annual | Premium Wine Allocation - $425 per shipment (2x per year, 12 bottles) |
| Subscription | Annual | Classic Wine Allocation - $350 per shipment (2x per year, 12 bottles) |
| Subscription | Annual | The Graeme's Club - $400 per shipment (2x per year, 12 bottles) |
| Subscription | Annual | Choose Your Own Adventure Club - Custom pricing per shipment |
| One time/ perpetual license | Pay-as-you-go | Train + Wine + Dine Experience at $200 per person |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Passing Clouds product offering
Product offeringCore offering
Passing Clouds is a family-owned boutique winery that produces and sells cool-climate Macedon Ranges wines (Estate Pinot Noir, Estate Chardonnay) and warm-climate Bendigo-region reds (Shiraz, Cabernet, Graeme's Shiraz Cabernet, The Angel) using low-intervention and biodynamic/regenerative methods. Customers can buy wines direct via the online shop, through the multi-tier Wine Allocation Club, at the Musk cellar door (open 7 days), or paired with charcoal-fired shared-plate lunches at the on-site Dining Room, with a Sunday heritage Train + Wine + Dine experience from Daylesford via partnership with Spa Country Railway.
Product overview
Passing Clouds is a family-owned winery established in 1974 offering a portfolio of wines from both the Macedon Ranges (cool climate Pinot Noir and Chardonnay from their Musk estate) and Bendigo region (Shiraz and Cabernet Sauvignon). The business operates multiple direct-to-consumer channels including an online Wine Shop, Cellar Door tastings, and a Dining Room restaurant. The Wine Club program includes five membership tiers (The Angel Club, Premium, Classic, Choose Your Own Adventure, and Graeme's Club) offering bi-annual wine allocations, plus a flexible Go Your Own Way subscription. Additional experiences include the exclusive Train + Wine + Dine heritage railway experience and gift cards.
Differentiator
Problem solved
Functional benefit
Brands
- Passing Clouds Wine Club: A membership program offering wine allocations, exclusive access to new releases, discounts, and event invitations, with tiers including The Angel Club, Premium Wine Allocation, Classic Wine Allocation, Choose Your Own Adventure Club, Graeme's Club, and a flexible subscription option.
Products and services
- Estate Pinot Noir Premium cool-climate Pinot Noir sourced from the estate vineyard at Musk in the Macedon Ranges, grown at 742mASL using regenerative agricultural and biodynamic principles. Sold direct through the online Wine Shop, at cellar door tastings and via the Wine Club allocations. The 2021 vintage won the Trophy at the 2022 Macedon Ranges Vignerons Association Wine Exhibition.
- Estate Chardonnay Cool-climate Chardonnay from the Musk estate vineyard, typically showing citrus and stone-fruit character with racy acidity and strong cellaring potential. Available through the online Wine Shop, cellar door and Wine Club Premium allocation.
- Graeme's Shiraz Cabernet The signature Passing Clouds red blend of Shiraz and Cabernet Sauvignon, originally crafted in 1980. Sourced from Bendigo-region vineyards and forming part of the Premium Wine Allocation.
- The Angel Icon Cabernet-led wine from the Bendigo-region Serpentine vineyard, positioned as the top-tier offering of the Angel Club allocation.
- Bendigo Shiraz Full-bodied Shiraz sourced from Bendigo growers including Axedale and Zonnebeke vineyards, showing dark red-fruit character with power and structure. Gold medal at the Victoria Wine Show (2013 vintage).
- Single Vineyard Wines Small-batch wines including Single Vineyard Kilmore Pinot Noir, Single Vineyard Serpentine Shiraz and single-vineyard wines from the Zonnebeke site.
- Online Wine Shop Direct e-commerce storefront (provided by VinCreative) for purchasing Passing Clouds wines within Australia, with per-bottle GST-inclusive pricing and tiered freight (Victoria $15, rest of Australia $25, free over $200).
- Cellar Door Tastings Personalised wine tastings at the Musk estate cellar door (open 7 days a week, 7 minutes from Daylesford), ranging from the Tasting Experience with optional à la carte at $30 per person to the Food-Match Tasting at $100 per person.
- Dining Room Restaurant On-site restaurant open Friday-Monday for lunch, offering charcoal-fired La Famiglia-style shared plates sourced from local producers and the estate kitchen garden. The 3-course set menu runs at $70 per person, with the matched-wine version at $130 per person; reviewed 14.5/20 by The Age Good Food Guide 2024.
- Wine Allocation Program (Wine Club) Bi-annual subscription programme delivering two shipments per year of 12 bottles, with five tiers - The Angel Club ($475/shipment), Premium ($425), Classic ($350), Graeme's ($400) and Choose Your Own Adventure (custom) - plus the flexible 'Go Your Own Way' 3- or 6-bottle option. Members receive free freight, 10% off purchases, dining discounts and exclusive event invitations.
- Train + Wine + Dine Experience Sunday-exclusive heritage-rail package in partnership with Spa Country Railway, departing Daylesford Market for Passing Clouds and including return train ticket, personalised premium wine tasting and 3-course lunch with matched wines at $200 per person (maximum 8 guests).
- Gift Cards Passing Clouds gift cards sold through the website, positioned as gifts for wine and food lovers.
Quantifiable outcome
- Trophy for Estate Pinot Noir 2021 at Macedon Ranges Vignerons Association Wine Exhibition
- +3 more outcomes
Companies that use Passing Clouds
Customer profileSegments3 records
Ideal customer profiles3 records
Passing Clouds technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature3 records
Passing Clouds partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Spa Country RailwaycoreExclusive partnership offering heritage train rides from Daylesford market to Passing Clouds Winery every Sunday as part of a comprehensive train, wine & dine package. The package includes adult return train ticket, personalised premium wine tasting, 4-course shared lunch with matched wines, at $200 per person. Maximum 8 people per experience.
Scale indicators3 records
Recent moves8 records
Expansion highlights5 records
Passing Clouds competitors and assessment
Company assessmentBroad incumbents
- Brown Brothers: Long-established Victorian family winery with cellar door, restaurant, and wine club operations in regional Victoria. Comparable family ownership and DTC hospitality-driven model, but with much broader portfolio and scale than Passing Clouds.
- De Bortoli: Established multi-generational Australian family winery with broad portfolio across regions (including Victorian cool-climate). Comparable family-owned ethos and DTC wine club model, though at materially larger scale and broader product range than Passing Clouds.
Direct peers
- Bindi Wine Growers: Highly regarded Macedon Ranges boutique Pinot Noir and Chardonnay specialist. Comparable in low-intervention winemaking philosophy, premium pricing, and allocation-based wine release model used by Passing Clouds' Angel Club tier.
- Granite Hills: Boutique Macedon Ranges winery focused on cool-climate traditional method sparkling and varietal wines. Comparable regional positioning, small-scale operation, and DTC model in the same Macedon Ranges tourism catchment.
- Curly Flat: Boutique Macedon Ranges winery producing cool-climate Pinot Noir and Chardonnay with single-vineyard focus. Comparable in scale, premium DTC positioning, and reliance on cellar door visitation in the Daylesford region.
- Hanging Rock Winery: Boutique Macedon Ranges winery explicitly recommended by Passing Clouds on its own website as part of the local cellar door trail. Comparable cool-climate positioning with cellar door and hospitality experiences in the same tourism catchment.
- Mount Towrong Vineyard: Macedon Ranges boutique winery referenced alongside Passing Clouds in the regional cellar door trail. Comparable small-batch, cool-climate producer with on-premise tasting experiences targeting Daylesford tourists.
- Attwoods Wines: Boutique Macedon Ranges winery also named on Passing Clouds' recommended winery itinerary. Closely comparable in scale, premium positioning, and focus on cool-climate wines with cellar door visitation.
- Lethbridge Wines: Geelong-region boutique family winery with cellar door, restaurant, and biodynamic/regenerative practices. Comparable in DTC mix (cellar door + dining + wine club), regenerative agriculture credentials, and small-batch premium positioning.
- Yabby Lake: Mornington Peninsula boutique winery with cellar door and restaurant pairing premium Pinot Noir/Chardonnay with food. Comparable DTC revenue mix and emphasis on single-estate cool-climate wines with hospitality experiences.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Passing Clouds social profiles
Digital presencePassing Clouds compliance and trust
Trust signalCompliance2 records
Passing Clouds financial estimates
Financial estimateRevenue estimate
Valuation estimate
Passing Clouds leadership team
Management profileNumber of profiles
Profiles5 records
Passing Clouds funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Passing Clouds 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 Passing Clouds
What does Passing Clouds do?
Passing Clouds is a family-owned boutique winery that produces and sells cool-climate Macedon Ranges wines (Estate Pinot Noir, Estate Chardonnay) and warm-climate Bendigo-region reds (Shiraz, Cabernet, Graeme's Shiraz Cabernet, The Angel) using low-intervention and biodynamic/regenerative methods. Customers can buy wines direct via the online shop, through the multi-tier Wine Allocation Club, at the Musk cellar door (open 7 days), or paired with charcoal-fired shared-plate lunches at the on-site Dining Room, with a Sunday heritage Train + Wine + Dine experience from Daylesford via partnership with Spa Country Railway.
Is Passing Clouds a public or private company?
Passing Clouds is a private company. It is classified as family owned and is currently operating.
When was Passing Clouds founded?
Passing Clouds was founded in 1974. It employs 11 to 50 people.
Where is Passing Clouds based?
Passing Clouds is headquartered in Musk, Australia, in the Oceania region.
How does Passing Clouds make money?
Four revenue lines are on record. Direct Wine Sales are the primary driver. The others are restaurant Dining Room, wine Club Membership and wholesale Distribution.
Who are Passing Clouds's main competitors?
Broad incumbents on record are Brown Brothers and De Bortoli. Direct peers are Bindi Wine Growers, Granite Hills, Curly Flat, Hanging Rock Winery, Mount Towrong Vineyard, Attwoods Wines, Lethbridge Wines and Yabby Lake.
Does Passing Clouds have an API?
No public API is recorded for Passing Clouds.
What industry is Passing Clouds in?
Passing Clouds's product category is Boutique Winery. Its primary akta.pro industry code is THAFALAE, Wineries & Vineyards (Tasting Rooms), with a secondary code of CRANABAF, Alcohol Subscription & Wine Clubs (Retail). Its NAICS code is 312130 and its SIC code is 5180.