Premium Wine Launch · NSW Australia
Everything this wine business needs to launch legally and beautifully in Australia — the licensing, the rules, and the full build-and-grow plan, in one place.
// Government & compliance
These are the regulatory foundations to confirm before trading or building anything that sells alcohol. Each links to the official source. This is a working brief, not legal advice.
A winemaker needs a NSW Producer/Wholesaler liquor licence under the Liquor Act 2007, administered by Liquor & Gaming NSW and ILGA. As a producer it allows wholesale to licensees plus tastings, cellar door, and (with the right licence conditions) online retail to the public.
Liquor & Gaming NSW ↗The application sets the conditions that define the business model. A common grant is “online sales only – public not to attend the premises,” which is exactly the configuration a DTC wine business needs. Getting the conditions right at application time avoids delays.
Apply via Service NSW ↗WET is 29% of the wholesale value of wine, on top of 10% GST. Eligible producers can claim the WET producer rebate, currently capped at $350,000 per financial year (proposed to rise to $400,000 from 1 July 2026). Set this up with an accountant from day one.
ATO — Wine Equalisation Tax ↗Labels must carry the mandatory pregnancy warning mark (compulsory since 31 Jul 2023), standard drinks, ABV, allergens (sulphites), country of origin, volume, supplier details and a lot code. New energy (kilojoule) labelling applies to products packaged on or after 13 Aug 2028.
FSANZ — alcohol labelling ↗Online alcohol sellers should run an age gate, verify 18+ at checkout, and require ID on delivery (no supply to minors or intoxicated persons). The liquor licence number and responsible-drinking notices must be displayed on the site.
FSANZ — pregnancy warning labels ↗Alcohol marketing must follow the ABAC Responsible Alcohol Marketing Code: no one under 25 in creative (unless unpaid in an adult setting), no health/benefit or excess-drinking claims, and age-restricted targeting. Google and Meta both defer to these local rules.
ABAC Marketing Code ↗// Next
Walk through the strategy, then capture the brief. The questionnaire emails the answers and a branded PDF straight to the SquidPulse team.
Business model, website, design, content, ads, social, photography and the implementation roadmap — 12 sections, built for this launch.
Open the plan → // DiscoveryTap-to-answer intake across 10 areas. Downloads a PDF and emails it to the team, so we can scope and quote accurately.
Start the questionnaire →This overview contains general regulatory information for discussion, not legal or tax advice. The client must confirm licensing with Liquor & Gaming NSW and tax with the ATO or their accountant. Figures and dates reflect current Australian rules at the time of preparation and may change.