CellarPass
CellarPass is a SaaS platform, founded in 2009, that provides reservations, ticketing, passport event management, and direct-to-consumer commerce for wineries, tasting rooms, and wine trail organizations across 10 US states.
- Company typePrivate
- Founded2009
- HeadquartersSt. Helena, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What CellarPass does
CellarPass is a SaaS platform purpose-built for the wine and hospitality industry, providing guest management, reservations, ticketing, passport-style multi-winery events, and direct-to-consumer commerce for wineries, tasting rooms, and regional wine trail organizations. Founded in 2009 and incorporated in California as CellarPass, Inc., with headquarters at 50 California Street, Suite 1500 in San Francisco, the company serves a focused vertical of beverage experience operators across 10 US states (California, Colorado, Connecticut, New York, North Carolina, Oregon, Texas, Virginia, Washington, West Virginia). The product suite comprises core reservations and ticketing engines, specialized modules for Passport Events, Season Pass Manager, The Vault wine sales events, Synergy Commerce DTC, and Business Listings, complemented by the Guest Link Pro mobile app (iOS and Android) for guest check-in and ticket purchasing. Technical architecture integrates Stripe and Braintree for payment processing with tokenized multi-card support, eCommerce connectors (Shopify, BigCommerce, WineDirect, Microworks), Zoom for virtual tastings, and Google Things to Do for discoverability.
CellarPass firmographics
Firmographics- Name
- CellarPass
- Legal name
- CellarPass, Inc.
- Website
- https://cellarpass.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- CellarPass is a SaaS platform, founded in 2009, that provides reservations, ticketing, passport event management, and direct-to-consumer commerce for wineries, tasting rooms, and wine trail organizations across 10 US states.
- Ownership category
- akta.pro rank
CellarPass industry classification
Industry- Product category
- Wine and Hospitality Guest Management Software
- NAICS
- Wineries (312130), Drinking Places (Alcoholic Beverages) (7224), Beer, Wine, and Liquor Retailers (445320)
- SIC
- Retail-Eating & Drinking Places (5810), Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Wine Tastings & Vineyard/Winery Tours (THAJAGAD)
- akta.pro secondary industries
- Wineries & Vineyards (Tasting Rooms) (THAFALAE), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF)
Keywords
Where CellarPass is headquartered
LocationHeadquarters
- HQ city
- St. Helena
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
CellarPass business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription Services: Wineries and tasting rooms pay subscription fees to access the platform for reservations, ticketing, and guest management. Subscription plans are available with different tiers. Service fees may be deducted from event proceeds.
- Transaction/Service Fees: CellarPass processes payments on behalf of wineries and deducts applicable service fees prior to remitting net proceeds. For multi-day events, a $500 holdback may be retained to cover potential chargebacks.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free Trial - 30 day free trial for new business accounts |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
CellarPass product offering
Product offeringCore offering
CellarPass is a SaaS guest management platform purpose-built for wineries, tasting rooms, and wine trail organizations. It provides online reservations, ticketing for events, passport program management, season passes, direct-to-consumer wine commerce, and guest communications. Wineries subscribe to access the platform and pay transaction fees on processed bookings, while wine tourists use the consumer-facing site to discover and book tasting experiences.
Product overview
CellarPass is a guest management SaaS platform for the wine and hospitality industry, offering a unified system with a core reservations and ticketing engine plus optional add-on modules. The platform includes Reservations and Ticketing as primary booking mechanisms, augmented by specialized products: Passport Events Platform for multi-winery trail events, Season Pass Manager for recurring access programs, The Vault for wine sales events, and Synergy Commerce DTC for direct-to-consumer wine sales. Wineries can also enhance their presence with Business Listing or Enhanced Business Listing add-ons. The platform serves both guest-facing booking (via Guest Link Pro mobile app and consumer website) and business-side management (via the CellarPass v4 platform).
Differentiator
Problem solved
Functional benefit
Products and services
- CellarPass Guest Management Platform A comprehensive SaaS platform for wineries, tasting rooms, and event venues to manage reservations, ticketing, guest communications, and marketing activities.
- Reservations Online reservation system enabling wineries to manage tasting room bookings, table assignments, and guest preferences with real-time availability.
- Ticketing Platform Ticketing platform for wine tasting events, concerts, film festivals, and special experiences with support for single dates, multi-day events, and VIP packages.
- Passport Events Platform Specialized platform for wine trail passport events where guests purchase a pass to visit multiple wineries over a designated period, with check-in tracking and business intelligence.
- Season Pass Manager Tool for managing season pass programs, enabling wineries to sell and manage recurring access passes for their properties.
- The Vault Wine sales events platform and membership club for exclusive wine releases, cellar sales, and special wine purchasing opportunities.
- Synergy Commerce DTC Direct-to-consumer commerce platform enabling wineries to sell wine, manage club memberships, and process online orders integrated with the guest management system.
- Guest Link Pro Mobile App Mobile application (iOS and Android) for guests to manage reservations, purchase tickets, and check in at wineries.
- Membership Platform Membership platform enabling wineries and event venues to manage membership programs, club benefits, and recurring subscriptions.
- Business Listing Standard business profile listing on CellarPass marketplace, providing wineries with an online presence and booking capability.
- Enhanced Business Listing Premium business profile with additional features, visibility, and marketing tools beyond the standard listing.
- CellarPass v4 Widget Next-generation booking widget enabling wineries to embed CellarPass reservations and ticketing directly on their own websites.
Quantifiable outcome
- 37% increase in visitation reported for wineries using CellarPass
- +1 more outcomes
Companies that use CellarPass
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles2 records
CellarPass technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability4 records
Feature6 records
CellarPass partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- Taste Route 116 Wine Trail OrganizationcorePartnership to power seasonal event ticket sales and promote tourism in the Russian River Valley wine region.
- Heart of the Willamette WineriescoreWillamette Valley wineries chose CellarPass for 2026 Passport event management and coordination.
- Google Things to DocoreFirst-ever winery reservations platform fully integrated with Google Things to Do, enabling wineries to appear in Google search and maps for wine experiences.
- ShopifycoreBecame Shopify Certified Partner enabling wineries with Shopify stores to integrate CellarPass reservation and ticketing capabilities.
- BigCommercecoreBecame BigCommerce Certified Partner for eCommerce platform integration with winery tasting room management.
- WineDirectcoreExpanded integration with WineDirect (formerly Vin65) for combined wine eCommerce and reservation management.
- Visit Idaho & Idaho Wine CommissioncoreOfficial partnership to boost Idaho wine tourism through coordinated reservation and event management across Idaho wineries.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
CellarPass competitors and assessment
Company assessmentDirect peers
- SevenRooms: Guest management, CRM, and reservation platform for hospitality including restaurants and hotels. Competes with CellarPass on guest data and operational workflow features.
- Peek: Booking platform for tours, activities, and experiences. Competes with CellarPass for wine country experience distribution and consumer booking share.
- VineSpring: Wine club management and DTC e-commerce platform for wineries. Overlaps with CellarPass's Synergy Commerce DTC and wine club functionality.
- Tock: Reservation and ticketing platform owned by American Express covering restaurants, wineries, and experiential events. Most direct functional competitor to CellarPass in wine experience bookings.
- WineDirect: Direct-to-consumer wine e-commerce, wine club, and point-of-sale platform. Both a partner (integration) and competitor as wineries consolidate vendors for DTC, CRM, and tasting room ops.
- FareHarbor: Booking and reservation platform for tours, activities, and experiences owned by Booking Holdings. Both a partner and direct competitor in wine tourism experience bookings.
- Microworks Wine Software: Wine industry point-of-sale, wine club, and tasting room management software. Both an integration partner and competitor for winery operational software spend.
Broad incumbents
- Airbnb Experiences: Online marketplace for bookable experiences including wine tastings hosted by individual wineries. Competes with CellarPass for consumer wine experience discovery and booking.
- Resy: Reservation platform owned by American Express covering restaurants and select experiential venues. Indirect competition for wine tasting reservations via cross-vertical inventory.
- OpenTable: Dominant restaurant reservation platform expanding into winery and experience bookings. Massive consumer traffic and brand recognition dwarf CellarPass's marketplace.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
CellarPass social profiles
Digital presenceCellarPass financial estimates
Financial estimateRevenue estimate
Valuation estimate
CellarPass leadership team
Management profileNumber of profiles
Profiles6 records
CellarPass funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CellarPass 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 CellarPass
What does CellarPass do?
CellarPass is a SaaS guest management platform purpose-built for wineries, tasting rooms, and wine trail organizations. It provides online reservations, ticketing for events, passport program management, season passes, direct-to-consumer wine commerce, and guest communications. Wineries subscribe to access the platform and pay transaction fees on processed bookings, while wine tourists use the consumer-facing site to discover and book tasting experiences.
Is CellarPass a public or private company?
CellarPass is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was CellarPass founded?
CellarPass was founded in 2009. It employs 11 to 50 people.
Where is CellarPass based?
CellarPass is headquartered in St. Helena, United States, in the North America region.
How does CellarPass make money?
Two revenue lines are on record. Subscription Services are the primary driver. The others are transaction/Service Fees.
Who are CellarPass's main competitors?
Direct peers on record are SevenRooms, Peek, VineSpring, Tock, WineDirect, FareHarbor and Microworks Wine Software. Broad incumbents are Airbnb Experiences, Resy and OpenTable.
Does CellarPass have an API?
No public API is recorded for CellarPass.
What industry is CellarPass in?
CellarPass's product category is Wine and Hospitality Guest Management Software. Its primary akta.pro industry code is THAJAGAD, Wine Tastings & Vineyard/Winery Tours, with a secondary code of THAFALAE, Wineries & Vineyards (Tasting Rooms). Its NAICS code is 312130 and its SIC code is 5810.