MadFish

What MadFish does

MadFish Wines is a family-owned Australian wine brand founded in 1992 by Jeff Burch, operating as a trading division of Howard Park Wines Pty Ltd (ACN 062 755 391). The brand produces more than 15 contemporary cool-climate varietals — including Sauvignon Blanc Semillon, Chardonnay, Riesling, Moscato, Shiraz, Cabernet Sauvignon Merlot, Rosé, and the Vera's Cuvee sparkling — from fruit sourced across Western Australia's Margaret River and Great Southern regions, leveraging ancient ironstone gravel soils dating back 1.6 billion years. Its core competitive claims center on fruit clarity, freshness, and terroir expression through a regional blending program that draws from multiple WA subregions without quality compromise.

The business operates a hybrid direct-to-consumer and retail distribution model. Primary revenue streams are: (i) one-time DTC wine sales via the Burch Family Wines e-commerce platform powered by Stripe payments; (ii) cellar door tastings and retail sales at Cowaramup and Denmark, Western Australia, at $10 per person (refundable on purchase); (iii) subscription-style engagement via a free Wine Club offering discounts and free shipping above $250-$300 thresholds; and (iv) third-party retail through Dan Murphy's — exclusive partner for the Gold Turtle sub-range — independents, and OddBins in the UK.

Go-to-market relies heavily on lifestyle, event, and cultural marketing rather than paid digital acquisition: it is the major wine sponsor of FringeWorld for five consecutive years, has hosted Tropfest at its wineries since 2013, and pursues co-branded content with WA hospitality and lifestyle media. The brand has refreshed its visual identity in 2021 with WA artist Kyle Hughes-Odgers and maintains 15 consecutive years of 5-Red Star recognition from James Halliday's Australian Wine Companion. Revenue, headcount, and growth financials are not disclosed; the company is profitable-private with no funding history.

Name

MadFish

Legal name

Howard Park Wines Pty Ltd

Website

https://madfishwines.com.au

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1–10 employees

Short description

MadFish Wines is a family-owned Australian winery producing 15+ cool-climate varietals from Margaret River and Great Southern regions, selling via DTC e-commerce, two Western Australian cellar doors, Dan Murphy's retail, and limited UK distribution through OddBins.

Ownership category

akta.pro rank

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Wine Sales: Direct-to-consumer wine sales through the company's e-commerce wine shop via Burch Family Wines website. Consumers can purchase the full range of MadFish wines online with delivery across Australia.
2. Cellar Door Tastings and Sales: Physical cellar door experiences in Cowaramup and Denmark with paid tastings ($10 per person, refundable on purchase). Tastings include wines from MadFish, Howard Park, and Marchand & Burch ranges.
3. Wine Club Membership: Free membership program offering discounts on wine purchases online and at Cellar Door, free shipping on orders over $250-300, and access to member-only events and limited edition wines or gift packages.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels9 records

Core offering

MadFish is a family-owned Australian winery that produces and sells over fifteen varieties of contemporary cool-climate wines (including Sauvignon Blanc Semillon, Chardonnay, Shiraz, Cabernet Sauvignon Merlot, Rosé, Riesling, Moscato, and sparkling wines) crafted from grapes sourced in the Margaret River and Great Southern regions of Western Australia. In addition to wines, the company operates physical Cellar Door tasting experiences in Cowaramup and Denmark and runs a Wine Club membership offering discounts, free shipping, and member-only events.

Product overview

MadFish Wines is a family-owned wine brand owned by the Burch Family, producing a diverse range of over fifteen contemporary cool-climate wines crafted from grapes sourced in Western Australia's Margaret River and Great Southern regions. The product portfolio includes white wines (Sauvignon Blanc Semillon, Chardonnay, Riesling, Moscato), red wines (Shiraz, Cabernet Sauvignon Merlot), and rosé wines. Additional offerings include a Wine Club membership program providing discounts and free shipping, and a Cellar Door tasting experience. The company is part of the Burch Family Wines group alongside sibling brands Howard Park and Marchand & Burch.

Differentiator

Problem solved

Functional benefit

Products and services

• MadFish Sauvignon Blanc Semillon A young, fresh white wine blend with notes of tropical fruits, lychee, rockmelon, and kiwi supported by sweet herbs and zesty citrus, combining Sauvignon Blanc acidity with Semillon weight and persistence.
• MadFish Chardonnay A light, bright, and modern Australian Chardonnay with white peach and grapefruit aromas, orchard fruits, and soft citrus flavours underpinned by zesty balanced acidity.
• MadFish Shiraz A red wine with fresh aromas of black cherry, plums, and poached strawberries with heady flavours of liquorice, sweet spice, and chocolate, featuring silky tannins providing structure and balance.
• MadFish Cabernet Sauvignon Merlot A bright ruby red wine with vibrant red and black fruits, hints of raspberry, blackberry, mocha, and rosemary, offering soft forest berries, coffee, graphite, and minty earthiness with silky powdery tannins.
• MadFish Rosé A clean, fresh, modern style rosé running between lively fruit sweetness on the front palate and a drier, refreshing finish, featuring strawberry, raspberry, and pomegranate aromas with subtle floral and sweet spice notes.
• MadFish Riesling A stellar Riesling with lemon colour, lime zest, citrus blossom, and pear aromas, offering generous flavours of peaches and toffee apple with a silky texture and mineral acidity.
• MadFish Moscato A lighter style aperitif with exotic notes of quince and raspberry sorbet, lightly spiced with musk, rose petal, and star anise, featuring fresh lychee, guava, raspberry, and pomegranate flavours with a zesty citrus crunch.
• MadFish Premium White The original MadFish product launched in 1992, featuring clean characteristics and vibrant fresh grape flavour.
• MadFish Wine Club Free membership program offering discounts on wine purchases online and at Cellar Door on MadFish wines as well as sibling brands Howard Park and Marchand & Burch, including free shipping on orders over $300 and access to member-only events and limited edition wines.
• MadFish Cellar Door Tasting Experience The winery's physical cellar door location in Cowaramup, WA, open daily from 10am-5pm, offering wine tasting experiences for $10 per person (refundable on purchase) featuring wines from MadFish, Howard Park, and Marchand & Burch ranges.

Quantifiable outcome

• 15 consecutive years as 5-Red Star Winery in James Halliday's Australian Wine Companion
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• FringeWorld FestivalcoreGTM or Marketing Partner · 14 January 2022MadFish is FringeWorld's major wine sponsor for the 5th consecutive year. The partnership includes a MadFish fountain bar at the Woodside Pleasure Garden venue, wine tastings each weekend, and brand visibility at one of the world's largest fringe festivals with 700+ shows.
• TropfestcoreGTM or Marketing PartnerHosting Tropfest screenings at Howard Park & MadFish Margaret River and Denmark wineries since 2013. This marks the 10th anniversary of official Tropfest screenings. World's largest short film festival.
• Kyle Hughes-OdgerscoreStrategic or Co-development PartnerWestern Australian artist commissioned to redesign MadFish wine labels in 2021 for 30th anniversary. Created bespoke artworks for each wine label inspired by South West landscapes. Also created six-metre art installation for cellar door.
• Balthazar Restaurant (Perth)minorStrategic or Co-development PartnerCollaboration with Western Australian restaurant to create bespoke recipes perfectly paired with MadFish wines. Chef Luke Wakefield creates menus focusing on local produce.
• The Urban List PerthminorGTM or Marketing PartnerContent partnership creating guide on throwing stress-free dinner parties featuring MadFish wines. Included video production and photography collaboration.
• OddBins (UK)minorChannel Partner/ Reseller/ DistributorUK wine retailer conducting MadFish wine tastings in Edinburgh locations. Represents international distribution presence.
• Fremantle Fashion CollectiveminorGTM or Marketing PartnerSponsorship of runway show where MadFish Vera's Cuvee sparkling was served to VIPs. Event in industrial PSArt Space in Fremantle.
• Howard Park WinescoreOthersMadFish is owned by the Burch family and shares cellar door facilities with Howard Park Wines in Cowaramup. Both brands are part of Burch Family Wines portfolio alongside Marchand & Burch.
• Marchand & BurchminorOthersSibling brand under Burch Family Wines portfolio. Included in combined cellar door tastings alongside MadFish and Howard Park wines.
• Dan Murphy'scoreChannel Partner/ Reseller/ DistributorExclusive retail partner for MadFish Gold Turtle range wines including Gold Turtle Shiraz, Gold Turtle Semillon Sauvignon Blanc, and Gold Turtle Chardonnay.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MADFISHwines
• Instagraminstagram.com/madfishwines
• LinkedInlinkedin.com/company/madfish-wines

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 MadFish