Craggy Range
Craggy Range is a family-owned New Zealand winery producing premium estate wines from 335 hectares in Gimblett Gravels and Martinborough, sold via DTC, Wine Club, and distributors in 28 countries, alongside an integrated hospitality destination with restaurant, tastings, and luxury accommodation.
- Company typePrivate
- Founded1998
- HeadquartersHavelock North, New Zealand
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Craggy Range does
Craggy Range is a privately held, family-owned New Zealand winery founded in 1998 by the Peabody family and operated under a 1,000-year family trust to enforce long-term stewardship. The company produces premium estate wines from 335 hectares of vineyard land across two of New Zealand's most prestigious winegrowing districts — Gimblett Gravels in Hawke's Bay (vineyard planted 1998) and Te Muna Road in Martinborough (planted 1999) — vinified at purpose-built wineries that deploy stainless steel, ceramic, amphora, concrete, and oak fermentation vessels, including a circular cellar housing 8,000-litre French oak cuves for Gimblett Gravels parcels.
The product portfolio is structured in three tiers: an entry-level Appellation Collection (regional wines from NZ$29.95), an Estate Collection of single-vineyard wines (e.g., Gimblett Gravels Chardonnay NZ$44.95), and a limited-production Prestige Collection of icon wines (Le Sol, Sophia, Aroha, The Quarry, Les Beaux Cailloux) priced up to NZ$209 per bottle. Recent Decanter World Wine Awards 2026 recognition — including a Platinum (97 points) for the 2025 Te Muna Sauvignon Blanc and Gold medals for the 2024 Gimblett Gravels Syrah and Chardonnay — places Craggy Range within the top 1% of wines globally.
Beyond winemaking, Craggy Range operates an integrated hospitality and wine tourism destination at Giants Estate (Havelock North), comprising a Three Hats restaurant (Cuisine Good Food Awards 2025, NZ Winery Restaurant of the Year), five distinct accommodation properties (Vineyard Cottages, Garden Cottages, River Lodges, The Lodge, Te Mānia), cellar door tasting experiences (NZ$50–$595 per person), and a recurring Wine Club with Prestige Gold, Prestige Silver, and Flexible tiers. Distribution spans 28 countries through international distributors, US sales via wine365.com, and global shipping via winecollective.direct, supplemented by owned DTC e-commerce within New Zealand.
Craggy Range firmographics
Firmographics- Name
- Craggy Range
- Legal name
- Craggy Range Vineyards Ltd
- Website
- https://craggyrange.com
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Craggy Range is a family-owned New Zealand winery producing premium estate wines from 335 hectares in Gimblett Gravels and Martinborough, sold via DTC, Wine Club, and distributors in 28 countries, alongside an integrated hospitality destination with restaurant, tastings, and luxury accommodation.
- Ownership category
- akta.pro rank
Craggy Range industry classification
Industry- Product category
- Premium Winery and Wine Production
- NAICS
- Wineries (31213), Wineries (312130), Grape Vineyards (111332), Beer, Wine, and Liquor Retailers (44532), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820)
- SIC
- Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Wine & Sparkling Wine Wineries & Brands (CRADAIAB)
- akta.pro secondary industries
- Wineries & Vineyards (Tasting Rooms) (THAFALAE), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)
Keywords
Where Craggy Range is headquartered
LocationHeadquarters
- HQ city
- Havelock North
- HQ country
- New Zealand
- HQ region
- Oceania
Offices4 records
Markets served
Craggy Range business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Others
Revenue model
- Wine Sales: Direct-to-consumer wine sales through e-commerce website and cellar door. Products range from entry-level appellation wines to prestige collection wines priced up to $209 per bottle.
- Wine Club Subscriptions: Prestige Wine Club with two tiers: Prestige Gold ($850 per shipment, 3x/year, 12 wines) and Prestige Silver ($440 per shipment, 3x/year, 6 wines). Flexible Club allows customized selections with 15% discount.
- Restaurant: Award-winning restaurant (Three Hats, Winery Restaurant of the Year 2025) open for lunch and dinner seven days a week. Multiple dining experiences including Signature Table, à la carte, and The Loft.
- Accommodation: Luxury boutique accommodation including Vineyard Cottages, River Lodges, Garden Cottages, The Lodge, and Te Mānia. Properties feature 2-4 bedrooms with rates including breakfast provisions.
- Wine Experiences: Guided wine tasting experiences at cellar door ranging from $50 per person (standard tasting) to $595 per person (full gourmet experience). Bookings available daily.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Prestige Gold Wine Club - Premium tier with 12 wines per shipment, 3x annually |
| Subscription | Multi-year contract | Prestige Silver Wine Club - Entry prestige tier with 6 wines per shipment, 3x annually |
| Subscription | Monthly | Flexible Wine Club - Curated by member with customizable frequency |
| Unit Pricing | Pay-as-you-go | Wine Experience - Standard tasting |
| Unit Pricing | Pay-as-you-go | Giants Estate Experience - Premium immersive tour and tasting |
| Unit Pricing | Pay-as-you-go | Giants Gourmet Experience - Ultimate food and wine experience |
| Unit Pricing | Pay-as-you-go | Pre-Lunch Flight |
| Unit Pricing | Pay-as-you-go | Locals Menu - Seasonal prix fixe |
| Unit Pricing | Pay-as-you-go | The Loft Supper Club |
| Unit Pricing | Pay-as-you-go | The Sunday Table |
| Unit Pricing | Pay-as-you-go | Appellation Wines - Entry level single region wines |
| Unit Pricing | Pay-as-you-go | Estate Wines - Single estate focused wines |
| Unit Pricing | Pay-as-you-go | Prestige Collection - Icon wines from selected vineyard blocks |
| Unit Pricing | Pay-as-you-go | Gift Cards |
| Subscription | Multi-year contract | The Lodge and Te Mānia Accommodation |
| Unit Pricing | Pay-as-you-go | Shipping Rates |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels8 records
Craggy Range product offering
Product offeringCore offering
Craggy Range is a family-owned New Zealand winery producing premium estate wines from 335 hectares of vineyards across Gimblett Gravels (Hawke's Bay) and Te Muna Road (Martinborough). The wine portfolio is organized into three collections (Appellation, Estate, Prestige), complemented by an integrated hospitality business including an award-winning restaurant, luxury boutique accommodation, cellar door wine experiences, and a recurring Wine Club subscription.
Product overview
Craggy Range is a family-owned New Zealand winery producing premium estate wines from two key regions: Gimblett Gravels in Hawke's Bay and Te Muna Road in Martinborough. The portfolio is structured across three wine collections: Appellation (regional entry wines), Estate (single vineyard wines showcasing terroir), and Prestige (icon wines from selected blocks with limited annual production). The company operates hospitality offerings including an award-winning restaurant, luxury boutique accommodation across multiple properties, wine tasting experiences, and a subscription-based Wine Club with Prestige and Flexible tiers. Additional services include private event hosting, gift cards, curated wine selections, and large-format magnum bottles. The product ecosystem integrates wine production, direct-to-consumer sales, hospitality experiences, and accommodation into a unified luxury wine tourism destination.
Differentiator
Problem solved
Functional benefit
Products and services
- Appellation Collection
Quantifiable outcome
- Only 1% of wines globally reached Platinum status at Decanter World Wine Awards 2026
- +1 more outcomes
Companies that use Craggy Range
Customer profileSegments6 records
Ideal customer profiles4 records
Craggy Range technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature4 records
Craggy Range partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Toitū EnvirocarecorePartnership with Toitū Envirocare for carbon footprint measurement and reduction. Over the past two years, reduced average bottle weight by 22% across portfolio, saving 326 tonnes while cutting emissions in transport and handling.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Craggy Range competitors and assessment
Company assessmentDirect peers
- Cloudy Bay: Iconic New Zealand winery founded in Marlborough, owned by LVMH, with comparable premium Sauvignon Blanc and Pinot Noir positioning, global distribution, and on-premise hospitality. Directly comparable as a flagship NZ luxury wine brand targeting similar international collectors and trade programs.
- Te Mata Estate: Family-owned Hawke's Bay winery specializing in premium Bordeaux-style blends (Coleraine) and Chardonnay, with strong on-premise and cellar door presence. Closest regional peer given overlapping Hawke's Bay terroir, family ownership model, and prestige positioning.
- Felton Road: Biodynamic Central Otago Pinot Noir specialist with strong international cult following and biodynamic certification. Comparable as a NZ family-operated premium estate with biodynamic farming, allocation-based prestige releases, and global fine wine collector demand.
- Pegasus Bay: Family-owned Waipara Valley winery producing premium Riesling, Pinot Noir, and Bordeaux-style wines, with on-site restaurant. Comparable as a NZ family estate combining vineyard production with destination hospitality and a strong international fine wine reputation.
- Trinity Hill: Hawke's Bay winery established by John Hancock with Gimblett Gravels vineyard holdings and premium Bordeaux-style blends. Direct regional peer given shared Gimblett Gravels terroir, premium pricing strategy, and export-led growth model.
- Dog Point Vineyard: Marlborough-based premium Sauvignon Blanc and Pinot Noir producer founded by ex-Cloudy Bay winemakers. Comparable as a NZ boutique premium wine estate with strong international cult following and similar family/team-driven positioning.
- Esk Valley: Hawke's Bay winery producing premium Gimblett Gravels red blends and Chardonnay, with a long-established reputation in the New Zealand fine wine trade. Comparable as a Hawke's Bay producer with similar terroir focus, premium-tier portfolio, and export-led distribution.
Broad incumbents
- Villa Maria Estate: Largest NZ wine producer with broad Hawke's Bay and Auckland vineyard holdings, premium and mainstream tiers, and extensive global export infrastructure. Comparable as a Hawke's Bay-rooted NZ premium wine operator with materially larger scale and distribution reach.
- Penfolds: Treasury Wine Estates' flagship Australian luxury wine brand, producer of Grange and the Bin range with global prestige allocation and on-premise dominance. Comparable as a premium Southern Hemisphere wine producer with allocation-driven prestige tier, global distribution, and luxury hospitality extensions.
- Antinori: 26-generation Italian wine dynasty producing premium Tuscan wines (Tignanello, Solaia) with extensive global distribution and hospitality estates. Comparable as a multi-generation family-controlled premium wine house combining terroir-driven production with luxury hospitality and international prestige positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Craggy Range social profiles
Digital presenceCraggy Range financial estimates
Financial estimateRevenue estimate
Valuation estimate
Craggy Range leadership team
Management profileNumber of profiles
Profiles12 records
Craggy Range funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Craggy Range M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Craggy Range
What does Craggy Range do?
Craggy Range is a family-owned New Zealand winery producing premium estate wines from 335 hectares of vineyards across Gimblett Gravels (Hawke's Bay) and Te Muna Road (Martinborough). The wine portfolio is organized into three collections (Appellation, Estate, Prestige), complemented by an integrated hospitality business including an award-winning restaurant, luxury boutique accommodation, cellar door wine experiences, and a recurring Wine Club subscription.
Is Craggy Range a public or private company?
Craggy Range is a private company. It is classified as family owned and is currently operating.
When was Craggy Range founded?
Craggy Range was founded in 1998. It employs 101 to 250 people.
Where is Craggy Range based?
Craggy Range is headquartered in Havelock North, New Zealand, in the Oceania region.
How does Craggy Range make money?
Five revenue lines are on record. Wine Sales are the primary driver. The others are wine Club Subscriptions, restaurant, accommodation and wine Experiences.
Who are Craggy Range's main competitors?
Direct peers on record are Cloudy Bay, Te Mata Estate, Felton Road, Pegasus Bay, Trinity Hill, Dog Point Vineyard and Esk Valley. Broad incumbents are Villa Maria Estate, Penfolds and Antinori.
Does Craggy Range have an API?
No public API is recorded for Craggy Range.
What industry is Craggy Range in?
Craggy Range's product category is Premium Winery and Wine Production. Its primary akta.pro industry code is CRADAIAB, Wine & Sparkling Wine Wineries & Brands, with a secondary code of THAFALAE, Wineries & Vineyards (Tasting Rooms). Its NAICS code is 31213 and its SIC code is 5180.