Greg Walls, founder of Wine Selectors. Image supplied

Before the wine tourism boom of the 1980s and 90s—before cellar doors, wine clubs, and sommeliers guiding choices—Australian wine lovers had limited access to quality wines. In the 1970s, retail and restaurants were the only options, and wine media was scarce. The only way to discover great wines was through passionate enthusiasts who connected directly with winemakers.

Recognising this as an opportunity to promote the Hunter Valley, Greg Walls set out to provide wine lovers with curated selections, and founded what would become Wine Selectors. 50 years later, his wine subscription service Wine Selectors connects more than 200,000 members with the finest wines from across Australia.

Pioneering origins

Founded in 1975 as The Hunter Valley Wine Society, Wine Selectors quickly became an integral part of the region’s growth, offering a direct link between winemakers and consumers. Long before today’s subscription-based models became mainstream, the service was delivering curated wine selections directly to consumers.

Brian McGuigan, a stalwart of the Hunter Valley wine region, recalled the early days of the Hunter Valley Wine Society.

“The purpose of the society was to bring people to the Hunter and introduce them to its wines,” said McGuigan. “We would host Sunday lunches where members could enjoy the wines and take a bottle home as a gift. Greg saw the momentum and the opportunity to unite all the region’s wineries under one banner. It gave wine lovers access to exceptional wines outside traditional retail channels.”

Now, in 2025, Wine Selectors is celebrating its 50th anniversary, marking five decades of dedication to Australian wine and the people who make it.

Wine Selectors pioneered a direct-to-consumer model decades before subscriptions became mainstream. Today, the company works closely with over 500 wineries to bring curated selections to wine lovers across Australia. The company also remains the only wine retailer in Australia that exclusively sells Australian wines.

Championing Australian wine

Australian-owned and run, founder Greg Walls remains at the helm, and said he is as passionate today as when he started.

“In the 1970s, Australian wine culture was in its infancy, but the Hunter Valley was emerging as a premium region,” said Walls. “From those early days as the Hunter Valley Wine Society to the national reach of Wine Selectors, our purpose has remained the same: championing quality Australian wine and sharing the stories behind every bottle.”

Bruce Tyrrell, fourth-generation winemaker at Tyrrell’s Wines, explained that Walls’s work was instrumental in spreading the word about wines not just from the Hunter Valley, but across Australia.

“Wine Selectors played a vital role in publicising the Hunter,” said Tyrrell. “At the time, the trade was dominated by breweries selling fortified wines like sherry—table wine wasn’t popular. Wine Selectors helped change that by educating and introducing people to quality Australian wines.”

At its core, Wine Selectors aims to foster a deeper appreciation for the craft, the regions, and the people behind the bottles.

“Wine isn’t just what’s in the bottle—it’s the story, the people, and the passion behind it,” said Walls.

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