Jaffurs Wine Cellars
Jaffurs Wine Cellars is a family-owned boutique winery in Santa Barbara, California, producing approximately 5,000 cases annually of Rhône-style wines (Syrah, Grenache, Mourvedre, Viognier, Roussanne, Petite Sirah) for DTC wine club members, tasting room visitors, and wholesale distributors across the US, UK, Japan, and Canada.
- Company typePrivate
- Founded1994
- HeadquartersSanta Barbara, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Jaffurs Wine Cellars does
Jaffurs Wine Cellars is a privately held, family-owned boutique winery founded in 1994 by Craig Jaffurs in Santa Barbara, California, and acquired by Daniel Green in 2016. The winery specializes exclusively in Rhône-style wines (Syrah, Grenache, Petite Sirah, Mourvedre, Viognier, and Roussanne) sourced from premier vineyards in Santa Barbara County, including Thompson, Bien Nacido, Larner, Kimsey, and Stolpman. Production is intentionally constrained to approximately 5,000 cases per year using traditional small-lot techniques such as hand-destemming, French oak barrel aging, and on-site crush, press, cellar, and bottling operations at the company's 819 E. Montecito St. facility in downtown Santa Barbara.
The business operates a multi-channel revenue model. Direct-to-consumer sales flow through a tasting room open daily, an e-commerce storefront, and two subscription wine clubs (Anthology Wine Club and Reserve Syrah Club, with a combined-membership option) on quarterly or semi-annual release schedules. Recurring members receive a 15% purchase discount, complimentary tastings, library wine access, and event invitations. Wholesale distribution is handled through more than 15 independent regional distributors covering 18+ US states and three international markets (United Kingdom, Japan, and Canada/Alberta). A wine futures program allows advance purchases of unreleased vintages at a 25% member discount. Sub-brands include State Street Wines (value tier), Loko collaborations, and library/throwback selections from aged inventory.
The company targets two primary segments: discriminating wine enthusiasts and collectors seeking limited-production, vineyard-designated Rhône wines, and trade buyers (restaurants, retailers, distributors) sourcing differentiated local Santa Barbara County wines. The company is led by Owner Dan Green, Head Winemaker Marrissa Schoonover, Wine Club/DTC Manager Justin Petlow, and Co-owner Janelle Green, with founder Craig Jaffurs retained on the Advisory Board. Critical acclaim is consistent, with multiple wines scoring 91-99 points from Jeb Dunnuck, Wine Spectator, Robert Parker's Wine Advocate, Vinous, and Wine Enthusiast. The company has no external venture or private equity ownership and operates with a small team across a single headquarters location.
Jaffurs Wine Cellars firmographics
Firmographics- Name
- Jaffurs Wine Cellars
- Legal name
- Jaffurs Wine Cellars
- Website
- https://jaffurswine.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Jaffurs Wine Cellars is a family-owned boutique winery in Santa Barbara, California, producing approximately 5,000 cases annually of Rhône-style wines (Syrah, Grenache, Mourvedre, Viognier, Roussanne, Petite Sirah) for DTC wine club members, tasting room visitors, and wholesale distributors across the US, UK, Japan, and Canada.
- Ownership category
- akta.pro rank
Jaffurs Wine Cellars industry classification
Industry- Product category
- Boutique Winery
- NAICS
- Wineries (312130), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)
- SIC
- Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Wine & Sparkling Wine Wineries & Brands (CRADAIAB)
- akta.pro secondary industries
- Wine Production & Winemaking (AFAFAAAB), Wineries & Vineyards (Tasting Rooms) (THAFALAE), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF)
Keywords
Where Jaffurs Wine Cellars is headquartered
LocationHeadquarters
- HQ city
- Santa Barbara
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Jaffurs Wine Cellars business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Direct Wine Sales: Retail sales of wines through tasting room and online store. Includes regular 750ml, 375ml bottles, and magnums. Cold pack and Eco cold pack premium packaging available for shipping.
- Wine Club Memberships: Subscription-based wine club with Anthology (12 wines/year) and Reserve Syrah (12 bottles/year) options. Members receive 15% discount on purchases, complimentary tastings, access to limited production and library wines, and invitations to exclusive events.
- Wholesale Distribution: Sales to distributors in multiple US states and international markets including UK, Japan, and Canada.
- Wine Futures: Advance purchase of wines not yet released, with 25% discount for wine club members.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Regular wines (750ml) |
| Subscription | Annual | Anthology Wine Club - 12 bottles/year |
| Subscription | Annual | Reserve Syrah Club - 12 bottles/year |
| Unit Pricing | Pay-as-you-go | Merchandise and accessories |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels4 records
Jaffurs Wine Cellars product offering
Product offeringCore offering
Jaffurs Wine Cellars is a boutique winery that produces and sells handcrafted Rhône-style wines made from grapes sourced from premier Santa Barbara County vineyards. The company operates a tasting room in downtown Santa Barbara, an online store, two subscription-based wine clubs (Anthology and Reserve Syrah), and distributes wholesale through regional distributors across the United States and select international markets.
Product overview
Jaffurs Wine Cellars is a boutique winery specializing in Rhône-style wines produced in small lots of approximately 5,000 cases annually. The core product portfolio consists of six main wine varietals (Syrah, Grenache, Petite Sirah, Mourvedre, Viognier, and Roussanne) organized into White Wines, Syrah Collection, and Other Reds sub-collections. Additional products include State Street value wines, Library wines from aged vintages, Wine Futures for upcoming releases, and Throwback Thursday selections. The company operates a direct-to-consumer model through its Anthology Wine Club (12 bottles annually of mixed varietals) and Reserve Syrah Club (12 bottles of vineyard-designated Syrahs), plus a combined membership option. Collaborative products are offered through the Loko partnership. All wines are sourced from Santa Barbara County vineyards including Thompson, Bien Nacido, Larner, Kimsey, and Stolpman.
Differentiator
Problem solved
Functional benefit
Brands
- Loko: Collaboration wines produced in partnership, including Loko White and Loko Red varietals.
Products and services
- Main Wine Portfolio Core Rhône-style wines including Syrah, Grenache, Petite Sirah, Mourvedre, Viognier, Roussanne, Chardonnay, Pinot Noir, and High Tide Rhône-style red blend, produced in small lots of approximately 5,000 cases annually from Santa Barbara County vineyards.
- State Street Wines Value-oriented sub-brand offering Chardonnay and Syrah at accessible price points as an entry-level line.
- Loko Collaborations Collaborative wine products including Loko White and Loko Red varietals produced in partnership with other winemakers, available in signed and unsigned variants.
- Wine Futures Pre-release wine program offering advance purchase of upcoming vintage Syrahs, Grenache, Viognier, Chardonnay, and Petite Sirah before they are bottled and released. Wine club members receive a 25% discount on futures purchases.
- Library Wines Aged wines from previous vintages including Syrah, Grenache, Petite Sirah, Roussanne, and Rhône-style blends from select vineyards, available for purchase through a long-term aging program.
- Anthology Wine Club Subscription-based wine club delivering 12 bottles per year, including five Syrahs, Grenache, Petite Sirah, Rhône-style red blend, Viognier, Mourvedre, and Roussanne. Members receive a 15% discount on all purchases, complimentary tastings, access to limited production and library wines, and invitations to exclusive events. Free to join with quarterly or semi-annual shipment options.
- Reserve Syrah Club Subscription-based wine club focused on vineyard-designated Reserve Syrahs including four single-vineyard sources (Thompson, Bien Nacido, Larner, Kimsey) plus the Upslope Syrah blend, delivering 12 bottles annually. Free to join with 15% discount and quarterly or semi-annual shipment options.
- Both Clubs Combined Membership Combined wine club membership offering access to both the Anthology Wine Club and Reserve Syrah Club, providing comprehensive selection of all wines produced throughout the year.
- Wine Accessories and Merchandise Wine-related accessory products including Cold Pack Shipper and EcoCool Pack Shipper for temperature-controlled shipping, priced at $10.00 each.
Quantifiable outcome
- Wine scores of 91-99 points from major critics including Wine Spectator, Robert Parker's Wine Advocate, Vinous, and Jeb Dunnuck
- +2 more outcomes
Companies that use Jaffurs Wine Cellars
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
Jaffurs Wine Cellars technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Jaffurs Wine Cellars partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and regional.
- Authentic Wine SelectionscoreNorthern and Southern California wholesale distribution partner handling wine sales to retailers and restaurants in CA.
- Central Coast Wine ExchangecoreCentral Coast California wholesale distribution partner handling wine sales in the Central Coast region.
- Augustan Wine ImportsregionalFlorida wholesale distributor for Jaffurs wines.
- VineJoy ChicagoregionalIllinois (Chicago) wholesale distributor for Jaffurs wines.
- Orsini WinesregionalNorth Carolina and South Carolina wholesale distributor.
- Carmela FoodsregionalOhio wholesale distributor for Jaffurs wines.
- Devenish WinesregionalMaine wholesale distributor for Jaffurs wines.
- Grafted WinesregionalMissouri wholesale distributor, contact: Kallie Barry.
- Fiasco Fine WinesregionalNew Mexico wholesale distributor for Jaffurs wines.
- Imperial WinesregionalNevada wholesale distributor, contact: Harley Nichols.
- Phoenix SelectionsregionalTennessee wholesale distributor, contact: James Perry.
- Vintage SelectionsregionalTexas wholesale distributor for Jaffurs wines.
- Wayne DeWallregionalWyoming wholesale distributor for Jaffurs wines.
- Four Corners WinesregionalUnited Kingdom international distributor for Jaffurs wines.
- Hotei Wines KKregionalJapan international distributor for Jaffurs wines.
- South by Southwest WinesregionalCanada (Alberta) international distributor for Jaffurs wines.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
Jaffurs Wine Cellars competitors and assessment
Company assessmentDirect peers
- Zaca Mesa Winery: Santa Ynez Valley winery and Rhône-varietal pioneer (Syrah, Grenache, Mourvedre, Viognier). Comparable in founding-era timing on the Central Coast, Rhône specialization, and DTC-led sales model with regional wholesale distribution.
- Palmina Wines: Santa Barbara County producer specializing in Italian and Mediterranean varietals with a similar small-lot, food-pairing-driven approach. Comparable in trade-up positioning, tasting room focus, and DTC / wine-club distribution model.
- Tablas Creek Vineyard: Paso Robles estate rooted in a partnership with Château de Beaucastel, producing Rhône-varietal wines under a similar terroir-driven, small-production ethos. Same varietal mix (Syrah, Grenache, Mourvedre, Roussanne, Viognier) and comparable wine-club / DTC orientation, only at a slightly larger scale.
- Beckmen Vineyards: Boutique Santa Ynez Valley winery founded in 1994 with a comparable Rhône-varietal focus (Syrah, Grenache, Mourvedre). Operates a similar DTC + small-production model in Santa Barbara County, making it one of the closest direct comparables to Jaffurs in terms of grape sourcing geography, scale, and varietal mix.
- L'Aventure Estate Wines: Paso Robles Rhône-style producer founded by Stephan Asseo, focused on Syrah, Grenache, Cabernet Sauvignon, and blends. Comparable in varietal emphasis, small-lot estate production, critic-driven demand, and a similar premium price point structure.
- Stolpman Vineyards: Ballard Canyon (Santa Barbara County) Rhône-focused estate known for Syrah, Grenache, and Roussanne from limestone soils. Directly comparable in regional sourcing, varietal specialization, small production, and DTC-plus-trade distribution mix.
- Foxen Canyon Winery: Santa Maria Valley boutique winery producing small lots of Rhône-style and Burgundian varietals. Similar in production scale, DTC tasting-room orientation, and single-region California sourcing profile.
- Qupé Wine Cellars: Santa Maria Valley winery specializing in Rhône-style wines (Syrah, Grenache, Mourvedre, Roussanne, Viognier). Comparable in varietal focus, California Central Coast sourcing, small-lot production ethos, and DTC-driven distribution with strong critic scores.
- Linne Calodo: Paso Robles producer of Rhône-style blends (Syrah, Grenache, Mourvedre, Zinfandel blends) with a similar small-production, vineyard-designated, critic-validated positioning to Jaffurs. Comparable in scale, vintage variability exposure, and DTC-tilted distribution.
Regional players
- Fess Parker Winery & Vineyard: Santa Barbara County winery producing Rhône and Burgundian varietals at a larger scale than Jaffurs. Comparable in regional sourcing and varietal emphasis but operates broader distribution at much higher volume and is generally treated as a regional incumbent on the Central Coast.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Jaffurs Wine Cellars social profiles
Digital presenceJaffurs Wine Cellars financial estimates
Financial estimateRevenue estimate
Valuation estimate
Jaffurs Wine Cellars leadership team
Management profileNumber of profiles
Profiles5 records
Jaffurs Wine Cellars funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Jaffurs Wine Cellars 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 Jaffurs Wine Cellars
What does Jaffurs Wine Cellars do?
Jaffurs Wine Cellars is a boutique winery that produces and sells handcrafted Rhône-style wines made from grapes sourced from premier Santa Barbara County vineyards. The company operates a tasting room in downtown Santa Barbara, an online store, two subscription-based wine clubs (Anthology and Reserve Syrah), and distributes wholesale through regional distributors across the United States and select international markets.
Is Jaffurs Wine Cellars a public or private company?
Jaffurs Wine Cellars is a private company. It is classified as family owned and is currently operating.
When was Jaffurs Wine Cellars founded?
Jaffurs Wine Cellars was founded in 1994. It employs 11 to 50 people.
Where is Jaffurs Wine Cellars based?
Jaffurs Wine Cellars is headquartered in Santa Barbara, United States, in the North America region.
How does Jaffurs Wine Cellars make money?
Four revenue lines are on record. Direct Wine Sales are the primary driver. The others are wine Club Memberships, wholesale Distribution and wine Futures.
Who are Jaffurs Wine Cellars's main competitors?
Direct peers on record are Zaca Mesa Winery, Palmina Wines, Tablas Creek Vineyard, Beckmen Vineyards, L'Aventure Estate Wines, Stolpman Vineyards, Foxen Canyon Winery, Qupé Wine Cellars and Linne Calodo. Fess Parker Winery & Vineyard is listed as a regional player.
Does Jaffurs Wine Cellars have an API?
No public API is recorded for Jaffurs Wine Cellars.
What industry is Jaffurs Wine Cellars in?
Jaffurs Wine Cellars's product category is Boutique Winery. Its primary akta.pro industry code is CRADAIAB, Wine & Sparkling Wine Wineries & Brands, with a secondary code of AFAFAAAB, Wine Production & Winemaking. Its NAICS code is 312130 and its SIC code is 5180.