FitVine Wine
FitVine Wine is a Lodi, California-based direct-to-consumer wine brand founded in 2015 that sells low-sugar, full-alcohol wines via Shopify and a FitVine Free non-alcoholic sub-brand to health-conscious, fitness-oriented consumers through subscriptions, bundles, and event sponsorships.
- Company typePrivate
- Founded2015
- HeadquartersLodi, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What FitVine Wine does
FitVine Wine is a privately held, direct-to-consumer wine company founded in 2015 and based in Lodi, California. The company produces and sells a portfolio of seven varietal wines (Cabernet Sauvignon, Pinot Noir, Chardonnay, Sauvignon Blanc, Pinot Grigio, Prosecco, and Red Blend) differentiated by a proprietary extended fermentation process combined with cross-flow triple filtration. This process yields wines with less than 1 gram of sugar per liter, sulfite levels under 35 parts per million, and full 11-14% alcohol content, marketed to health-conscious and active-lifestyle consumers including those following ketogenic and low-carb diets. The company has expanded into the non-alcoholic segment via the FitVine Free sub-brand, which offers functional wines infused with electrolytes and adaptogens (Power Red, Sparkling White, Sparkling Rosé).
FitVine operates primarily through a Shopify-powered DTC e-commerce website, with case-based pricing at $191.88-$239.88 per 12-bottle case, single-bottle pricing of $15.99-$19.99, a 10% subscription discount, curated bundles, and digital gift cards. Distribution is augmented by a retail store locator page and event-based sampling at fitness sponsorships including Rock 'n' Roll Running Series, Spartan Races, and the San Francisco Marathon. The company's go-to-market combines product-led growth (the sugar/transparency differentiation), event-driven community activation, and an ambassador program featuring Registered Dietitians and fitness professionals.
The company employs 11-50 people and operates as an independent private business; co-founder Mark Warren is the named leadership figure. The website's privacy policy references oneillwine.com, suggesting a possible corporate relationship with O'Neill Wine, though no formal ownership or acquisition is disclosed. No external funding rounds, revenue figures, or institutional investors are reported.
FitVine Wine firmographics
Firmographics- Name
- FitVine Wine
- Legal name
- FitVine Wine
- Website
- https://fitvinewine.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- FitVine Wine is a Lodi, California-based direct-to-consumer wine brand founded in 2015 that sells low-sugar, full-alcohol wines via Shopify and a FitVine Free non-alcoholic sub-brand to health-conscious, fitness-oriented consumers through subscriptions, bundles, and event sponsorships.
- Ownership category
- akta.pro rank
FitVine Wine industry classification
Industry- Product category
- Low-Sugar Wines
- NAICS
- Wineries (312130), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)
- SIC
- Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Wine & Sparkling Wine Wineries & Brands (CRADAIAB)
- akta.pro secondary industries
- Alcoholic Beverage Blending, Bottling & Private Label (Non-Distilling) (AFAFAAAH), Low/No-Alcohol Fermented Beverage Production (Hard Kombucha Base, Dealcoholized) (AFAFAHAI), Ready-to-Drink (RTD) Alcoholic Beverage Production (Canned Cocktails, Hard Seltzer) (AFAFAAAE)
Keywords
Where FitVine Wine is headquartered
LocationHeadquarters
- HQ city
- Lodi
- HQ country
- United States
- HQ region
- North America
Markets served
FitVine Wine business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure
Revenue model
- Direct Wine Sales: Primary revenue stream through e-commerce sales of wines. Customers purchase individual bottles ($15.99-$19.99) or cases (12-bottles at $191.88-$239.88). Single-bottle orders have calculated shipping while 12+ bottle orders include free shipping.
- Wine Subscription: Subscription program offering approximately 10% discount on recurring orders ($14.39 per bottle vs $15.99 standard price). Subscribers can choose delivery frequency preferences.
- Gift Cards: Digital gift cards sold in denominations of $10, $25, $50, and $100. Delivered via email with redemption instructions for online purchases only.
- Bundled Products: Curated bundles including the FitVine Favorites Bundle ($62.00 featuring 4 wines) and Alc-Free Bundle ($45.00 featuring 3 non-alcoholic wines).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard single bottle pricing for still wines |
| Unit Pricing | Pay-as-you-go | Case pricing for still wines (12 bottles) |
| Subscription | Monthly | Subscription pricing with 10% discount |
| One time/ perpetual license | Pay-as-you-go | Digital gift cards |
| Unit Pricing | Pay-as-you-go | FitVine Favorites introductory bundle |
| Unit Pricing | Pay-as-you-go | FitVine Free Alc-Free bundle |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels9 records
FitVine Wine product offering
Product offeringCore offering
FitVine Wine produces and sells a portfolio of low-sugar, full-flavor wines (red, white, sparkling) and a non-alcoholic sub-brand (FitVine Free) directly to consumers through its own e-commerce website. The company uses extended fermentation and cross-flow triple filtration to deliver wines with less than 1 gram of sugar per liter, low sulfites (<35 ppm), and full alcohol content (12-14% ABV) while remaining gluten-free and vegan-friendly. Its FitVine Free non-alcoholic line is infused with electrolytes and adaptogens (American Ginseng, Passionflower) for hydration and stress support.
Product overview
FitVine Wine is a direct-to-consumer wine company offering a portfolio of low-sugar, full-flavor wines designed for active, health-conscious consumers. The core product line consists of seven varietal wines (Cabernet Sauvignon, Pinot Noir, Chardonnay, Sauvignon Blanc, Pinot Grigio, Prosecco, and Red Blend) priced at $15.99-$19.99 per bottle, with case discounts available. The company also launched FitVine Free, a non-alcoholic sub-brand featuring three functional wines (Power Red, Sparkling White, Sparkling Rosé) infused with electrolytes and adaptogens for hydration and stress support. Bundling options include the Favorites Bundle (introduction set of four varietals) and Alc-Free Bundle (three non-alcoholic wines). Gift cards in $10-$100 denominations round out the offering. All products emphasize zero or near-zero sugar content, low sulfites, and full alcohol levels (11-14%).
Differentiator
Problem solved
Functional benefit
Brands
- FitVine Free: Non-alcoholic wine line infused with electrolytes and adaptogens (Power Red variety), targeting active, wellness-minded consumers. Includes Sparkling White, Sparkling Rosé, and Power Red varieties.
Products and services
- Cabernet Sauvignon Full-bodied red wine featuring ripe dark fruits (black currant, blackberry), hints of cedar and clove spice with vanilla, containing 0.12g sugar, 121 calories, 4.8g carbs, and 13.5% alcohol per 5oz glass; produced using extended fermentation for active-lifestyle consumers.
- Pinot Noir Elegant light to medium-bodied red wine with aromas of ripe red cherries, strawberries, forest floor, mushroom, savory herbs, white pepper, and oak; 0.075g sugar, 119 calories, 4.6g carbs, 13.5% alcohol per 5oz glass.
- Chardonnay White wine with fresh lemon zest, Granny Smith apples, salinity reminiscent of sea breeze, golden apple, citrus, and white peach; 0.19g sugar, 118 calories, 2.9g carbs per 5oz glass.
- Sauvignon Blanc White wine with lively bouquet of grapefruit, lime zest, fresh cut grass, ripe guava, and passionfruit; crisp and vibrant with zesty acidity; zero sugar, 110 calories, 3.1g carbs, 12.5% alcohol per 5oz glass.
- Pinot Grigio Light white wine with floral and fruity aroma, flavors of crisp citrus and green apples, a touch of almond, and a hint of minerality; floral nose with citrus at the finish.
- Prosecco Low-sugar sparkling wine with scents of fruity tropical flowers and ripe pear; vibrant palate of green apple, citrus, and mineral finesse; 0.7g sugar, 92 calories, 3g carbs, 11% alcohol per 5oz glass.
- Red Blend Blend of Petit Verdot, Zinfandel, Touriga National, and Teroldego with medley of cherries, blackberries, raspberries, and vanilla; fruit-forward with strawberries, red cherries, plums, and currants; 0.13g sugar per 5oz glass.
- FitVine Free - Power Red Non-Alcoholic Wine Non-alcoholic red wine crafted from early-harvest California Petite Syrah grapes, infused with electrolytes (potassium, magnesium) and adaptogens (American Ginseng, Passionflower) for stress reduction and balance; bold blackberry, plum, and blueberry flavors at 35 calories and 7g carbs per serving.
- FitVine Free - Sparkling White Non-Alcoholic Wine Non-alcoholic sparkling white wine crafted from early-harvest California Chardonnay grapes, infused with electrolytes (magnesium, potassium) for hydration and workout recuperation; bursting with juicy apple and peach flavors with white tea; 6g sugar and 8g carbs per serving.
- FitVine Free - Sparkling Rosé Non-Alcoholic Wine Non-alcoholic sparkling rosé crafted from early-harvest California Pinot Noir grapes, infused with electrolytes (magnesium, potassium) for hydration; shining with juicy raspberry, strawberry, and citrus blossom; crisp and refreshing.
- Create Your Own Case (12 Bottles) Custom mixed-case option allowing customers to select any 12 bottles from the entire wine collection, including both regular and non-alcoholic varieties, with shipping included.
- FitVine Favorites Bundle Bundle including Cabernet Sauvignon, Pinot Noir, Sauvignon Blanc, and Chardonnay wines, designed as an introduction set for new FitVine customers seeking wines with full flavor and alcohol without sugar or flavor additives; priced at $62.00.
- FitVine Alc-Free Bundle Bundle of three FitVine Free non-alcoholic wines: Power Red (with adaptogens), Sparkling White, and Sparkling Rosé, designed for consumers cutting back on alcohol or observing Dry January; priced at $45.00.
- Gift Cards Digital gift cards available in denominations of $10, $25, $50, and $100; delivered via email with instructions to redeem at checkout; for online purchases only.
Quantifiable outcome
- Less than 1g sugar per liter vs 4-10g in traditional wines
- +2 more outcomes
Companies that use FitVine Wine
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
FitVine Wine technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
FitVine Wine partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Rock 'n' Roll Running SeriescoreFitVine is a partner with the Rock 'n' Roll Running Series, appearing at events across the country where they pour wine for runners and fitness enthusiasts. The partnership aligns the brand with the running community and active lifestyle consumers.
- SpartancoreFitVine partners with Spartan races, appearing at events in Austin and Atlanta. The sponsorship targets CrossFit and obstacle course racing enthusiasts who value fitness and active lifestyles, fitting the brand's core demographic.
- San Francisco MarathonminorFitVine sponsors the San Francisco Marathon, celebrating runners' finishes with wine. The partnership reinforces the brand's positioning with serious runners and marathon participants.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
FitVine Wine competitors and assessment
Company assessmentDirect peers
- Scout & Cellar: DTC clean-crafted wine brand focused on transparency in ingredients and low-intervention winemaking. Directly comparable as a values-driven, health-positioned DTC wine subscription competitor targeting wellness-oriented consumers.
- Winc: Subscription-based DTC wine club offering personalised wine recommendations and direct shipping. Comparable business model (DTC + subscription + custom cases) targeting similar digitally-engaged consumers.
- Usual Wines: Single-serve premium wine brand with low-calorie and low-sugar positioning sold DTC and through select retail. Comparable on health-positioned packaging format and DTC-led distribution.
- Dry Farm Wines: DTC natural wine club focused on organic, low-sugar, low-intervention wines with health-focused positioning. Highly comparable on the 'clean wine for health-conscious drinkers' value proposition that FitVine targets.
- Surely (non-alcoholic wine): Premium non-alcoholic wine brand positioned for health-conscious and sober-curious consumers. Directly comparable to FitVine Free sub-brand in the functional non-alc wine category.
- Bright Cellars: DTC wine subscription company using a taste-matching quiz to personalise shipments. Closely aligned on subscription-led acquisition, online-first GTM, and similar millennial/Gen-X customer base.
Emerging players
- Athletic Brewing Company: Leading non-alcoholic craft beer brand focused on active-lifestyle consumers with strong event-sponsorship and ambassador programs. Comparable as a benchmark for FitVine Free's expansion into functional non-alcoholic beverages.
- Ghia: Premium non-alcoholic aperitif brand with functional botanical positioning targeting wellness-oriented consumers. Comparable as a benchmark for FitVine Free's functional-beverage positioning and lifestyle branding.
Broad incumbents
- Cupcake Wines: Mass-market accessible wine brand sold through broad retail distribution. Comparable on approachable varietal-led positioning and entry-level price point for casual wine drinkers.
- Skinnygirl Cocktails: Established low-calorie spirits and wine brand targeting health-conscious female consumers. Comparable on the low-calorie/low-sugar wine positioning, though owned by Beam Suntory at much larger scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
FitVine Wine social profiles
Digital presenceFitVine Wine financial estimates
Financial estimateRevenue estimate
Valuation estimate
FitVine Wine leadership team
Management profileNumber of profiles
Profiles1 record
FitVine Wine funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FitVine Wine 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 FitVine Wine
What does FitVine Wine do?
FitVine Wine produces and sells a portfolio of low-sugar, full-flavor wines (red, white, sparkling) and a non-alcoholic sub-brand (FitVine Free) directly to consumers through its own e-commerce website. The company uses extended fermentation and cross-flow triple filtration to deliver wines with less than 1 gram of sugar per liter, low sulfites (<35 ppm), and full alcohol content (12-14% ABV) while remaining gluten-free and vegan-friendly. Its FitVine Free non-alcoholic line is infused with electrolytes and adaptogens (American Ginseng, Passionflower) for hydration and stress support.
Is FitVine Wine a public or private company?
FitVine Wine is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was FitVine Wine founded?
FitVine Wine was founded in 2015. It employs 11 to 50 people.
Where is FitVine Wine based?
FitVine Wine is headquartered in Lodi, United States, in the North America region.
How does FitVine Wine make money?
Four revenue lines are on record. Direct Wine Sales are the primary driver. The others are wine Subscription, gift Cards and bundled Products.
Who are FitVine Wine's main competitors?
Direct peers on record are Scout & Cellar, Winc, Usual Wines, Dry Farm Wines, Surely (non-alcoholic wine) and Bright Cellars. Emerging players are Athletic Brewing Company and Ghia. Broad incumbents are Cupcake Wines and Skinnygirl Cocktails.
Does FitVine Wine have an API?
No public API is recorded for FitVine Wine.
What industry is FitVine Wine in?
FitVine Wine's product category is Low-Sugar Wines. Its primary akta.pro industry code is CRADAIAB, Wine & Sparkling Wine Wineries & Brands, with a secondary code of AFAFAAAH, Alcoholic Beverage Blending, Bottling & Private Label (Non-Distilling). Its NAICS code is 312130 and its SIC code is 2080.