From vintage to vision: how PKF has helped De Iuliis Wines plan for sustainable growth

From vintage to vision: how PKF has helped De Iuliis Wines plan for sustainable growth

For family-owned businesses, long-term success rarely comes from passion alone. It requires discipline, commercial clarity and the confidence to make decisions that protect the brand while preparing for what comes next. That is exactly where our relationship with De Iuliis Wines has added value.

Based in the Hunter Valley, De Iuliis Wines has built a reputation for exceptional small-batch wines, a highly regarded cellar door experience and an unwavering commitment to quality. Led by winemaker Michael De Iuliis, the business has grown from a family vineyard story into an award-winning winery known for expressive Hunter Valley Semillon, Shiraz and Chardonnay, with a philosophy grounded in authenticity, regionality and craftsmanship.

Built on family roots, shaped by a quality-first mindset

The De Iuliis story began a generation earlier, shaped by family winemaking traditions and realised in the Hunter Valley when Michael’s father planted a vineyard and supplied fruit to respected producers. After studying science in Sydney, Michael was back home and realised his love for winemaking.

“I did my first harvest and just saw the application of science into the actual wine production side, and that's when the pennies started to drop. And I thought that's the bit that I like in science. So, I got involved in that. I applied to do the postgraduate winemaking degree in Adelaide in 1998, and by 1999, we started throwing around the idea of having our own brand,” Michael said.

Come 2000, Michael returned to the region to make the family’s first wines under the De Iuliis label in Pokolbin at their newly purchased cellar door property and winemaking facility. Since then, the business has evolved with a clear and at times difficult philosophy: if the wine is not good enough, it does not go in the bottle.

That commitment has helped define the brand. Rather than chase scale for its own sake, De Iuliis Wines has focused on strengthening quality, refining the customer experience and investing in the long-term reputation of the business. Today, the winery is recognised as a James Halliday 5 red star rated winery and continues to build on a strong reputation for premium wines and an award-winning cellar door experience.

The challenge: protecting the brand while planning for the future

Like many owner-led businesses, De Iuliis Wines operates in a market where passion and product excellence must be matched by sound commercial decision-making. The wine industry is highly competitive, consumer expectations continue to evolve, and external pressures, including cost movements, tax settings and wider market uncertainty, can affect how a business invests, grows and responds to opportunity.

For Michael, the question was never simply how to grow. It was how to grow in a way that preserved quality, supported profitability and created a business strong enough to act when the right opportunities emerged. That meant having trusted, local advisers who could bring more than compliance support. It meant having people around the table who could challenge thinking, provide a commercial perspective and help turn ideas into an executable plan.

Our approach: uncorking smarter business decisions

Since 2014, our relationship with De Iuliis Wines has been built on practical advice, regular accountability and an understanding of the business as a whole, allowing Michael to choose his Future of Choice. From tax, audit and assurance, and structural matters through to broader strategic conversations and wealth management, our role has been to provide guidance that helps Michael make decisions with clarity and confidence. By looking at the bigger picture, we have provided integrated strategies from across our PKF services that support every stage of the business and Michael’s journey.

For Michael, one of the most valuable parts of that relationship has been rhythm. Through regular check-ins, action lists and honest conversations with his key advisers (David Henriksen and Matthew Weeks), we help keep momentum in the areas that are easy to push aside when day-to-day operations take over. 

“…having someone to talk to from that business point of view keeps me accountable and focused; meeting with Dave and Matt every eight weeks, I've got a to-do list, and I've got to tick those things off. Having a team there, like PKF, holds me accountable.”

That accountability matters. It supports follow-through, sharpens priorities and creates the space to focus on the bigger picture rather than just the immediate pressures of running the business.

We also act as a sounding board when new ideas, risks or investments arise. Whether discussing strategic direction, financial positioning or how to respond to changing market conditions, our role is to test assumptions, challenge where needed and help identify the practical path forward. For business owners, that kind of trusted external perspective can make a significant difference.

A blend of creative thinking and commercial discipline

While success can be measured in financial performance, the deeper impact of advisory support is often seen in mindset. For De Iuliis Wines, that has meant greater confidence in strategic decisions, stronger financial preparedness and a clearer framework for assessing opportunities in a changing industry.

Importantly, the business remains anchored in what matters most: protecting the quality of the product, strengthening the De Iuliis brand and making decisions that support long-term sustainability rather than short-term gains. 

As the wine industry continues to face disruption and change, De Iuliis Wines is focused on the next 10 to 15 years: refining its strategic direction, staying financially prepared and remaining ready to act on opportunities when they arise. 

“Our role is to help ensure those decisions are supported by sound advice, informed planning and a clear view of the road ahead,” David said. 

As of May 2026*.

Maturing with purpose

For businesses like De Iuliis Wines, strong advisory relationships are about more than tax returns and year-end reporting. They are about building confidence, creating accountability and helping business owners make better decisions for the future.

If you are looking for an accountant and adviser who can help you think strategically, stay accountable and position your business for long-term growth, PKF is here to help. Talk to our team about how we can support your next chapter.