Vasse Felix joins Ultimate Winery Experiences Australia

Prominent WA winery joins the UWEA collection

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Vasse Felix Estate

Vasse Felix Estate

Vasse Felix - Cabernet barrels
Vasse Felix - Bart in the vineyards
Vasse Felix restaurant
Vasse Felix Estate


One of Western Australia’s most esteemed wineries, Vasse Felix from Margaret River, is the newest member of Ultimate Winery Experiences Australia (UWEA), a collection of award-winning wineries offering “beyond the cellar door” experiences, food and wine matching, wine education and gastronomy in spectacular locations.

Margaret River’s founding wine estate, Vasse Felix, is known as one of Australia’s leading labels for Cabernet Sauvignon and Chardonnay. The Estate is considered in the top echelon of winery destinations too.

Vasse Felix’s innovative Cellar Door experience features tasting and education offers through to casual wine lounging or a la carte dining in its Gourmet Traveller Top 100 Australian Restaurant. An onsite Art Gallery showcases exhibitions from one of the world’s largest private art collections.

Two bespoke experiences have been developed by Vasse Felix for UWEA. The Vasse Felix Original tour ($45 per head) takes guests behind the scenes of the label, showcasing production, offering historic insights and finishing with a private tasting of wines with gourmet morsels. The Vasse Felix Epicurean ($185 per head) delivers the ultimate culinary journey, adding a food and wine pairing tutorial and a three course a la carte menu with matching wines to the Original tour.

Vasse Felix Owner and CEO, Paul Holmes à Court said, “UWEA is a terrific initiative to raise the profile of many outstanding wine tourism experiences being delivered around Australia. The Vasse Felix team looks forward to working with UWEA, its members and travel distribution partners in developing new ways to introduce and attract people to the paradise that is Margaret River.”

The Vasse Felix experiences are a welcome addition to those offered by the 13 existing UWEA members including the opportunity to be a master winemaker for a day at d’Arenberg or Penfolds; Taste Your Birth Year in Premium Fortified wine at Seppeltsfield, take a Wine Flight over some of Tasmania’s most scenic landscapes and return for lunch at Josef Chromy or stay overnight in a cosy cottage surrounded by grape vines and waited on by a private chef providing a three course dinner and matching wines at Audrey Wilkinson’s vineyard in the Hunter Valley. Further information on these experiences and others is available at

UWEA’s Executive Officer, Sally Cope, said “Vasse Felix is an exciting addition to this exclusive group of wineries and the amazing experiences they offer guests. The timing of their membership also couldn’t be more perfect following on the heels of the recent, highly successful ‘Restaurant Australia’ campaign which solidified Australia’s reputation for offering exceptional gourmet food and wine experiences.”

Building on that initiative, UWEA will continue to promote their regional wine trails in 2015 which link member wineries with food producers and local activities to showcase the best the regions have to offer. In Western Australia for example, new member Vasse Felix will now join an easy-to-follow itinerary which includes Voyager Estate and Leeuwin Estate, accommodation recommendations and suggestions to stop at local producers such as The Farm House to learn about their famous Big Red and Jarrahdene pork and even hand feed the happy pigs before moving on to Olio Bello to sample some delicious olive oils.

Launched in April 2013 as a partnership between the member wineries, Tourism Australia and selected State Tourism Offices, UWEA aims to raise Australia’s profile as one of the world’s leading wine tourism destinations.

In addition to acquiring new winery members and developing the trails that link them, since its launch UWEA has established a content-rich website at, a comprehensive suite of packaged experiences available year-round to visitors, a consumer brochure in English and Chinese and an Aussie Specialist online product training module for retail travel agents.

About UWEA
Launched in April 2013, the Ultimate Winery Experiences Australia (UWEA) initiative backed by Tourism Australia aims to raise the profile of Australia as one of the world’s leading wine tourism destinations and promote it to key international markets such as China, North America, UK and Europe as well as Australia and New Zealand.

UWEA currently has 14 member wineries.  These include the Hunter Valley’s Audrey Wilkinson; Moorilla Estate and Josef Chromy in Tasmania; Vasse Felix, Leeuwin Estate and Voyager Estate from Margaret River; De Bortoli from Yarra Valley; Montalto in the Mornington Peninsula; Fowles Wine in the Strathbogie Ranges; Jacob’s Creek and Seppeltsfield in the Barossa Valley; The Lane and Penfolds Magill Estate from the Adelaide Hills and d’Arenberg from McLaren Vale.

UWEA is the latest group to be launched under Tourism Australia’s ‘Best of Australia’ banner. It joins Luxury Lodges of Australia, Great Golf Courses of Australia and Great Walks of Australia.

Ed: Also see links below for individual winery information



  • Margaret River (WA)

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March 15th, 2015
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