Cape Mentelle: ‘Thailand is an increasingly important and dynamic market for premium wine’
Margaret River winery Cape Mentelle returns to the Thai market in a partnership with importer Independent Wine & Spirit. Rebecca Lo reports.
Cape Mentelle announces that it joined forces with importer Independent Wine & Spirit (IWS) to make its comeback in Thailand.
Part of Paragon Wine Estates under leading Australian retail drinks and hospitality giant Endeavour Group since 2023, Cape Mentelle wines will be available in the southeast Asian nation from July 2026 onwards.
Cape Mentelle was established in 1970 by Western Australian wine pioneer David Hohnen alongside his brothers Mark and Giles. It is one of the founding five wineries in Margaret River’s fine wine region and named after the nearby cape where the first vines were planted.
Over the past five decades, Cape Mentelle has helped define Margaret River’s international reputation for Bordeaux grape varieties. Its wines are characterised by their expression of site, maritime influence from both the Indian and Southern oceans, and attention to detail. In particular, its Cabernet Sauvignon has graced wine menus ever since it won the Jimmy Watson Memorial Award for the best one-year-old dry red wine in 1983.
Activation strategy
IWS, a leader in Thailand’s wine and spirits industry known for building premium wine brands across on and off-trade channels, will work with Cape Mentelle’s market management team Nimbility on a launch strategy. Their activation plan will target intended consumers through high impact initiatives to deliver a rich story of heritage, place and contemporary Australian winemaking to the Thai wine industry.
Partner Content
A comprehensive selection of Cape Mentelle wines will be available spanning different ranges to highlight the winery’s diverse portfolio and pedigree. These include the Cape Mentelle Marri range, named after the indigenous Marri trees on labels since 1976. With their ability to protect vines from wintery south-westerly winds, the trees contribute to ideal ripening conditions reflected in the wine’s characteristic balance.
Meanwhile, the Cape Mentelle Core range consists primarily of fruit grown on the estate and echoes expressions of its site and season, capturing a unique Margaret River sense of place through thoughtful blending.
Returning to the Thai market
“Thailand is an increasingly important and dynamic market for premium wine, and Cape Mentelle has strong ambitions for growth in the region,” said David Moulton, Cape Mentelle’s chief of winemaking and viticulture. “Working with a partner such as IWS, which is firmly established as a pillar of the Thai wine industry, aligns perfectly with our long term vision for Cape Mentelle and its future in Southeast Asia.”
“We are proud to welcome Cape Mentelle to the IWS portfolio and to support its return to the Thai market,” said IWS commercial director Wit Gan.
“The winery’s reappearance in Thailand represents a strong opportunity to establish a benchmark Australian fine wine with the trade at a time of growing wine consumption in the kingdom. We are particularly excited by the Marri range, which offers an approachable and expressive entry point. We look forward to building relevance for Cape Mentelle across all trade channels.”
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