Steels Gate Wines

What Steels Gate Wines does

Steels Gate Wines is a privately held, family-owned boutique winery (legal entity Spurwood Pty Ltd) operating in the Yarra Valley, Victoria, Australia, founded in 2009 by partners Brad Atkins and Matthew Davis. The company farms two dry-grown (unirrigated) estate vineyards, the Home Block in Steels Creek (late 1970s plantings, 230m elevation, grey loam) and the Melba Block in Dixons Creek (early 1980s plantings), producing a cool-climate portfolio of Chardonnay, Pinot Noir, Shiraz, Cabernet Sauvignon, Merlot, Cabernet Franc, Rosé, sparkling, and fortified wines using minimal-intervention winemaking with no artificial irrigation, no herbicides or pesticides, organic fungicide sprays, and green manure cover crops.

The business runs an integrated estate experience at 1974 Melba Highway, Dixons Creek, comprising a cellar door with tiered tastings (A$15-A$40pp), a garden-to-table à la carte lunch restaurant led by co-owner and Head Chef Matthew Davis, a tiered Wine Club subscription (Silver 6 bottles / Gold 12 bottles, April and October shipments, 15-20% member discounts), an e-commerce shop with international delivery, wholesale distribution, and bespoke weddings, private functions, and themed dining events (Spanish Night, French Night). Marketing is direct and content-led, anchored by the 'Behind the Label' editorial series, Instagram, email newsletter, the Hop It tourism partnership, and earned media including ABC Listen and Australian Wine Review.

Revenue is generated across five streams: direct wine sales (cellar door and e-commerce), Wine Club subscription, restaurant dining, events and private functions, and wholesale enquiries, with pricing spanning A$15-A$40 tasting experiences, A$60pp event dinners, and member-discounted wine across all channels. The customer base is consumer-facing and dispersed across Melbourne day-trippers, Yarra Valley tourists, Wine Club members, dining and event clients, and a small wholesale footprint, with no enterprise accounts or external institutional investors. The company operates with approximately 5-13 total personnel including founders, second-generation team member Sebastian Atkins-Davis, and Venue Manager Laura Hammen.

Name

Steels Gate Wines

Legal name

Spurwood Pty Ltd

Website

https://steelsgate.com.au

Company type

Private

Founded year

2009

Operating status

Operating

Short description

Steels Gate Wines is a family-owned boutique winery in Australia's Yarra Valley, producing dry-grown, estate-grown cool-climate wines from two unirrigated vineyards and selling them through an integrated estate experience that combines a cellar door, garden-to-table restaurant, tiered Wine Club, e-commerce, and bespoke events for wine enthusiasts, diners, and wedding clients.

Ownership category

akta.pro rank

Product category

Boutique Winery & Hospitality

NAICS

Wineries (312130), Beer, Wine, and Liquor Retailers (44532), Drinking Places (Alcoholic Beverages) (722410)

SIC

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

akta.pro primary industry

Wineries & Vineyards (Tasting Rooms) (THAFALAE)

akta.pro secondary industries

Wine Production & Winemaking (AFAFAAAB), Wine & Sparkling Wine Wineries & Brands (CRADAIAB), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF)

Keywords

• Boutique winery
• Estate wines
• Wine club
• Cellar door
• Garden-to-table restaurant

Headquarters

HQ city

Dixons Creek

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Wine Sales (Cellar Door & Online Shop): Steels Gate sells estate-grown wines directly to consumers through its cellar door and e-commerce website. The range includes Chardonnay, Pinot Noir, Shiraz, Cabernet Sauvignon, Merlot, Cabernet Franc, Rosé, sparkling wines, and fortified wines. Sales include both estate-grown and non-estate wines. Wine Club members receive 15% (Silver) or 20% (Gold) discount on all purchases.
2. Wine Club Subscription: Twice-yearly shipments in April and October. Silver Tier delivers 6 bottles per shipment; Gold Tier delivers 12 bottles per shipment. Members choose between Winemaker's Selection (hand-curated by Matthew Davis and Brad Atkins) or Choose Your Own (member picks wines). Both tiers include complimentary cellar door welcome tasting and two pre-shipment member tastings per year.
3. Restaurant Dining: The on-site restaurant at 1974 Melba Highway, Dixons Creek serves seasonal à la carte lunch Thursday through Sunday, with varying opening hours. Head chef Matthew Davis leads a kitchen drawing on classical French technique and Asian infusions, using the estate's kitchen garden produce. A 10% surcharge applies on weekends and 15% on public holidays.
4. Events & Private Functions: Steels Gate hosts bespoke private events, corporate dinners, and special dining nights (Spanish Night, French Night) in collaboration with guest chefs such as Akad from Guepa's Kitchen. Weddings and receptions are offered as fully bespoke planning experiences with tailored menus and beverage packages.
5. Wholesale Enquiries: Steels Gate accepts wholesale enquiries, indicating B2B bulk or retail distribution sales to other businesses.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Steels Gate Wines is a family-owned boutique winery that produces estate-grown, dry-farmed cool-climate wines from two vineyards in the Yarra Valley — the Home Block in Steels Creek (late 1970s vines) and the Melba Block in Dixons Creek (early 1980s vines). The business operates an integrated estate experience at 1974 Melba Highway, Dixons Creek, comprising a cellar door, a garden-to-table restaurant, a twice-yearly Wine Club subscription, and bespoke events and weddings. Wines include Chardonnay, Pinot Noir, Shiraz, Cabernet Sauvignon, Merlot, Cabernet Franc, Rosé, sparkling, and fortified styles.

Product overview

Steels Gate Wines is a family-owned boutique winery offering a portfolio of products centered on estate-grown, dry-farmed cool-climate wines from the Yarra Valley. The core offering includes the Wine Shop (direct-to-consumer wine sales of Pinot Noir, Chardonnay, Shiraz, Cabernet Sauvignon, Merlot, and Cabernet Franc) and the Wine Club membership program with Silver and Gold tiers. Complementary experiences include the Restaurant (garden-to-table à la carte dining), Cellar Door (wine tasting flights), Events/Functions (corporate and private celebrations), and Weddings (bespoke venue hire). Additional offerings include Gift Vouchers, International Delivery, and Wholesale Enquiries. The products work together as an integrated estate experience—from vine to glass to table.

Differentiator

Problem solved

Functional benefit

Products and services

• Estate Wine Shop Direct-to-consumer retail of estate-grown and non-estate wines, including Pinot Noir, Chardonnay, Shiraz, Cabernet Sauvignon, Merlot, Cabernet Franc, Rosé, sparkling, and fortified wines. Available through the on-site cellar door and the online shop with domestic and international delivery.
• Wine Club Membership Subscription wine club with two tiers — Silver (6 bottles per shipment, 15% member discount) and Gold (12 bottles per shipment, 20% member discount). Members choose between Winemaker's Selection or Choose Your Own, and receive complimentary welcome cellar door tastings plus two pre-shipment member tastings per year. Shipments are sent in April and October.
• Garden-to-Table Restaurant Seasonal à la carte lunch restaurant at the Dixons Creek estate, open Thursday through Sunday. Co-owner Matthew Davis leads the kitchen using classical French technique and Asian influences, drawing produce from the estate's own kitchen garden. Estate wines are available by the glass and bottle.
• Cellar Door Wine Tasting Experiences Guided wine tasting experiences at the Dixons Creek estate. Tiers include Current Release ($15 per person, 30 minutes), Wine Flights (from $18 per person), and Vertical Tastings (from $40 per person). Wine Club members receive a complimentary welcome tasting.
• Private Events and Functions Bespoke private event hosting at the estate for corporate dinners, celebrations, and gatherings, with tailored culinary offerings from canapés through multi-course feasts. Recurring themed dining nights (Spanish Night, French Night) are produced in collaboration with guest chefs such as Akad Guepa of Guepa's Kitchen at $60 per person.
• Bespoke Wedding Venue Hire Fully bespoke wedding and reception venue hire at the Dixons Creek estate with vineyard backdrop, tailored reception packages, and dedicated event planning rather than fixed packages.
• Gift Vouchers Digital gift vouchers available for purchase online and redeemable across the Steels Gate estate for wines, dining, or tasting experiences.

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Hop ItcoreGTM or Marketing PartnerHop It is a hop-on hop-off bus service operating throughout the Yarra Valley and other Victorian wine regions. Steels Gate is listed as a destination on the Hop It route, which picks up from wineries and local stops as well as from Melbourne CBD. This partnership brings tourist foot traffic to the cellar door and restaurant, functioning as a referral channel that expands Steels Gate's reach to day-trippers who may not otherwise self-navigate to Dixons Creek.
• Guepa's Kitchen (Akad Guepa)minorStrategic or Co-development PartnerSteels Gate partners with Akad Guepa from Guepa's Kitchen to host recurring themed dining events at the restaurant — including Spanish Night and French Night. These events feature multi-course menus designed by Guepa's Kitchen and paired with Steels Gate estate wines. The collaboration brings new culinary audiences to the estate and generates incremental restaurant revenue. These events are recurring (e.g., Spanish Night on 24 July, French Night on 2 October in the source), indicating an ongoing partnership relationship.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Oakridge Wines: Yarra Valley boutique winery with an on-site restaurant (Oakridge Restaurant) and cellar door offering premium cool-climate wines and food pairings. Closest comparable in scale, integrated hospitality model, and Yarra Valley cool-climate positioning to Steels Gate.
• Levantine Hill Estate: Yarra Valley estate winery with cellar door, restaurant (Samuel's), and event/wedding hosting. Comparable integrated estate-experience model and premium cool-climate positioning targeting Melbourne day-trippers and wine enthusiasts.
• Yarra Yering: Iconic boutique Yarra Valley winery producing premium cool-climate wines from a single estate. Comparable in scale (small team, family-influenced) and emphasis on terroir-driven single-estate production.
• Mount Mary Vineyard: Family-owned boutique Yarra Valley winery producing premium cool-climate wines from a single estate. Comparable in family ownership, small-scale production, and reputation for terroir-driven single-estate wines.
• Giant Steps Wine: Yarra Valley winery with cellar door and focus on single-vineyard Pinot Noir and Chardonnay from cool-climate sites. Comparable premium cool-climate varietal mix (Chardonnay, Pinot Noir) and Yarra Valley positioning.
• Innocent Bystander: Yarra Valley winery with cellar door, restaurant/café, and broad wine range targeting day-trippers. Comparable integrated winery + food + cellar door model serving the Melbourne day-trip tourism channel.
• TarraWarra Estate: Yarra Valley estate winery with cellar door, restaurant, and event hosting. Comparable integrated estate experience combining premium wine production with on-site hospitality and events.
• Payten & Jones: Small Yarra Valley winery with cellar door tastings and natural-wine leanings. Comparable sub-scale boutique Yarra Valley producer with cellar-door direct-to-consumer focus and food/wine pairing experience.

Broad incumbents

• Domaine Chandon Australia: Yarra Valley sparkling wine producer with cellar door, restaurant, and tourism infrastructure at a much larger scale. Comparable in integrated hospitality/wine tourism model but significantly larger and broader portfolio.
• De Bortoli (Yarra Valley Estate): Major Australian wine producer with a Yarra Valley estate, cellar door, and restaurant. Comparable in Yarra Valley cellar-door-with-food offering, but operates at substantially larger scale and broader portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/steelsgatewines

Revenue estimate

Valuation estimate

Number of profiles

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 Steels Gate Wines