In Good Taste
In Good Taste is a Sonoma County wine producer that sells premium wines exclusively in patented 187ml mini bottles through DTC e-commerce, subscriptions, corporate gifting and virtual tastings, and wholesale distribution across 36 US states.
- Company typePrivate
- Founded2019
- HeadquartersGraton, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What In Good Taste does
In Good Taste is a Sonoma County, California-based wine producer and direct-to-consumer brand that produces and sells premium wines exclusively in patented 187ml (6.3oz) mini bottles — a single-serve format designed for wine-by-the-glass consumption without committing to a full 750ml bottle. Founded by childhood friends Joe Welch (CEO) and Zach Feinberg (CRO) and operating from a production and distribution facility in Graton, CA, the company produces all wines in-house under head winemaker Matt Smith and distributes through a Shopify-based e-commerce platform, two major wholesalers (Southern Glazers and Empire Distribution) covering 36 states, and dedicated channels for hospitality and corporate clients.
The company's product portfolio is anchored by seasonal Wine Advent Calendars (Winter and the member-exclusive Summer editions) and extends into curated tasting kits (e.g., A Dozen Rosés, All Red Wine Tasting 12-Pack, California Wine Mixer, Sparkling 12-Wine Gift Set, Wine + Chocolate Gift Set), themed gift sets, and subscription services including the bi-monthly Club Mini ($54-$96 every other month) and the tiered Advent Wine Club membership ($175-$499/year). Revenue is generated across five streams: one-time DTC e-commerce sales, recurring consumer subscriptions, membership fees, corporate virtual wine tastings and gifting services, and wholesale/B2B distribution to hotels, restaurants, retailers, and airports.
The go-to-market combines DTC e-commerce (primary post-COVID pivot), wholesale distribution, and enterprise field sales targeting corporate gifting and virtual tastings — a vertical that has scaled to 5,700+ company clients including Netflix, Salesforce, Google, Microsoft, Capital One, Snap, and Box. The company serves three primary customer segments: individual wine enthusiasts and gift buyers, corporate/enterprise clients, and hospitality/retail venues. Headcount is reported at 11-50 employees, and the company has raised capital from Springdale Ventures (April 2022) and Murano Group (2023).
In Good Taste firmographics
Firmographics- Name
- In Good Taste
- Legal name
- In Good Taste
- Website
- https://ingoodtaste.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- In Good Taste is a Sonoma County wine producer that sells premium wines exclusively in patented 187ml mini bottles through DTC e-commerce, subscriptions, corporate gifting and virtual tastings, and wholesale distribution across 36 US states.
- Ownership category
- akta.pro rank
In Good Taste industry classification
Industry- Product category
- Wine (Beverages)
- NAICS
- Wineries (31213), Beer, Wine, and Liquor Retailers (4453), 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
- Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Fine Wine & Luxury Spirits Retail (CRANABAE), Wineries & Vineyards (Tasting Rooms) (THAFALAE)
Keywords
Where In Good Taste is headquartered
LocationHeadquarters
- HQ city
- Graton
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
In Good Taste business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Others
Revenue model
- Direct-to-Consumer Wine Sales: Online sales of curated wine tasting kits, advent calendars, subscription boxes, and individual mini bottles through their e-commerce platform. Includes products like A Dozen Rosés, All Red Wine Tasting Pack, California Wine Mixer, Sparkling 12-Pack, and Wine + Chocolate Gift Sets.
- Club Mini Wine Subscription: Recurring subscription delivering 8 or 16 mini bottles of wine every other month (6 shipments per year). Bi-monthly shipments with option to choose Mixed, Red, White selections or build your own box.
- Advent Wine Club Membership: Annual/biannual membership providing two advent calendars per year (Summer and Winter), free big bottles of favorite wines, sitewide discounts (5-15%), early access to releases, and exclusive member benefits. Three tiers: 6, 12, or 24 big bottles per year.
- Corporate Virtual Wine Tastings & Gifting: B2B revenue from virtual wine tasting events and corporate gift kit orders. Ships curated wine tasting kits to corporate teams and clients. Revenue through volume corporate orders with pricing based on group size and customization.
- Wholesale/B2B Wine Sales: Bulk sales to hotels, restaurants, retailers, and distributors. Products sold through Southern Glazers and Empire Distribution across 36 states. Single-serve format for grab & go, amenities, in-room dining, and retail.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Club Mini Wine Subscription - 8-Pack |
| Subscription | Pay-as-you-go | Club Mini Wine Subscription - 16-Pack |
| Subscription | Annual | Advent Club Annual - 6 Big Bottles Tier |
| Subscription | Annual | Advent Club Annual - 12 Big Bottles Tier |
| Subscription | Annual | Advent Club Annual - 24 Big Bottles Tier |
| Subscription | Multi-year contract | Advent Club Bi-Annual |
| One time/ perpetual license | Pay-as-you-go | All Red Wine Tasting 12-Pack |
| One time/ perpetual license | Pay-as-you-go | California Wine Mixer |
| Other | Pay-as-you-go | Corporate Wine Gift Sets |
| One time/ perpetual license | Pay-as-you-go | Wine + Chocolate Gift Set |
| One time/ perpetual license | Pay-as-you-go | Sparkling 12-Wine Gift Set |
| Subscription | Monthly | Winemaker's Select Starter Kit |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels6 records
In Good Taste product offering
Product offeringCore offering
In Good Taste produces and sells premium wines in patented 187ml (6.3 oz) single-serve mini bottles. Its product portfolio centers on curated tasting kits (red, rosé, California, sparkling, winemaker's select), themed gift sets, Wine Advent Calendars (winter and summer), and subscription memberships (Club Mini and Advent Wine Club). Wines are produced in-house at the Graton, CA facility and sold direct-to-consumer, through wholesale distributors to hospitality/retail, and via corporate gifting and virtual tasting services.
Product overview
In Good Taste is a Sonoma-based winery and e-commerce company specializing in premium 187ml mini wine bottles and curated wine tasting experiences. The core product portfolio centers on wine advent calendars (both Winter and Summer editions) sold through a Shopify e-commerce platform, complemented by curated wine tasting kits (A Dozen Rosés, All Red Wine Tasting 12-Pack, California Wine Mixer, Winemaker's Select Starter Kit), themed gift sets (Wine + Chocolate Gift Set, Sparkling 12-Wine Gift Set), and subscription services (Club Mini Wine Subscription, Advent Wine Club membership). The company operates both direct-to-consumer (DTC) online sales and a wholesale/retail channel distributing through Southern Glazers and Empire Distribution across 36 states, with presence in 700+ hotel properties. Additional services include Virtual Wine Tastings for corporate teams and Corporate Gifting solutions, collectively serving over 5,700 company clients. All wines are produced in-house by winemaker Matt Smith at the Graton, CA facility.
Differentiator
Problem solved
Functional benefit
Brands
- The Mini Wine Company: Former brand name used on the homepage - 'The Mini Wine Company 4.71 out of 5 Based on 9800+ reviews'
- Advent Wine Club
- Club Mini
Products and services
- Wine Advent Calendar Annual holiday calendar featuring 24 mini wine bottles (187ml each) with daily tasting videos, available in Mixed, All Red, and White & Rosé variants for individual wine enthusiasts and gift buyers.
- Summer Advent Member-exclusive seasonal advent calendar with 24 mini bottles of warm-weather wines (rosés, whites, chillable reds) shipped in May and counted down to Summer Advent Day on June 25th.
- A Dozen Rosés Curated gift set of 12 unique mini rosé bottles from California crafted by winemaker Matt Smith, designed as a gifting alternative to traditional flower bouquets.
- All Red Wine Tasting 12-Pack Curated 12-pack of red wines from Italy, Australia, France, and California designed for red wine lovers seeking variety without full-bottle commitment.
- California Wine Mixer
Quantifiable outcome
- Mini bottles sell at 30% higher rate than canned wine or plastic mini bottles in hotel grab & go markets
- +3 more outcomes
Companies that use In Good Taste
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles3 records
In Good Taste technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature1 record
In Good Taste partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- Southern Glazers Wine & SpiritscoreMajor wine and spirits distributor representing In Good Taste products nationwide across 36 states. Enables broad retail and hospitality distribution.
- Empire DistributioncoreDistribution partner working alongside Southern Glazers to expand In Good Taste reach across 36 states for retail and hospitality venues.
- Bissinger's ChocolatesminorEuropean chocolate truffle partner for the Wine + Chocolate Gift Set. 5 premium mini wines paired with 5 Bissinger's chocolates. Annual best-seller.
- NetflixminorCorporate client for virtual wine tasting events and employee engagement programs.
- SalesforceminorCorporate client for virtual wine tasting events and team building experiences.
- GoogleminorCorporate client for virtual wine tasting events and employee engagement.
- Capital OneminorCorporate client for virtual wine tasting events.
- MicrosoftminorCorporate client for virtual wine tasting events.
- BoxminorCorporate client for virtual wine tasting events and client engagement.
- SnapminorCorporate client for virtual wine tasting events and team building.
- The Zero ProofminorOnline retailer for non-alcoholic wine alternatives. In Good Taste referenced alongside specialty retailers in non-alcoholic wine market coverage.
- BoissonminorOnline retailer for non-alcoholic wine alternatives. In Good Taste mentioned alongside this specialty retailer in NA wine market context.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
In Good Taste competitors and assessment
Company assessmentBroad incumbents
- Bota Box: Brand by Delicato Family Wines offering alternative-format packaging (boxed wine). Comparable alternative-format positioning for casual/everyday occasions, though format differs from glass mini bottles.
- Wine.com: Largest online wine retailer in the U.S. with broad selection. Comparable DTC wine e-commerce channel but much broader catalog without single-serve focus.
- Total Wine & More: Largest U.S. independent wine retailer with deep offline and online presence. Comparable retail/wholesale channel overlap; key distribution partner for many wine brands including potential shelf placement for mini bottles.
Others
- Vivino: World's largest wine marketplace app with community reviews and wine purchasing. Comparable as a DTC wine discovery and commerce platform, though operates as a marketplace rather than a producer.
Direct peers
- Firstleaf: DTC wine subscription with curated full-bottle shipments. Comparable subscription mechanics and target demographic, though uses standard 750ml format.
- Splash Wines: DTC wine club with curated mixed cases and flash-sale model. Comparable subscription/club mechanics and direct-to-consumer digital marketing approach.
- Winc: DTC wine subscription and member-funded winery. Comparable on DTC subscription model and curated wine discovery, though Winc uses full 750ml bottles rather than single-serve.
- Vinebox: Single-serve wine-by-the-glass subscription brand offering curated 100ml pours. Closest direct comparable given shared single-serve format, DTC subscription model, and wine discovery positioning.
- Usual Wines: Premium single-serve wine brand in 187ml glass bottles. Direct format competitor to In Good Taste's patented mini bottle, targeting similar by-the-glass consumption occasions.
- Bright Cellars: DTC wine subscription using a quiz-based personalization algorithm. Comparable target customer (millennial wine drinkers) and recurring subscription model, though distribution via 750ml bottles.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
In Good Taste social profiles
Digital presenceIn Good Taste financial estimates
Financial estimateRevenue estimate
Valuation estimate
In Good Taste leadership team
Management profileNumber of profiles
Profiles10 records
In Good Taste funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
In Good Taste 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 In Good Taste
What does In Good Taste do?
In Good Taste produces and sells premium wines in patented 187ml (6.3 oz) single-serve mini bottles. Its product portfolio centers on curated tasting kits (red, rosé, California, sparkling, winemaker's select), themed gift sets, Wine Advent Calendars (winter and summer), and subscription memberships (Club Mini and Advent Wine Club). Wines are produced in-house at the Graton, CA facility and sold direct-to-consumer, through wholesale distributors to hospitality/retail, and via corporate gifting and virtual tasting services.
Is In Good Taste a public or private company?
In Good Taste is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was In Good Taste founded?
In Good Taste was founded in 2019. It employs 11 to 50 people.
Where is In Good Taste based?
In Good Taste is headquartered in Graton, United States, in the North America region.
How does In Good Taste make money?
Five revenue lines are on record. Direct-to-Consumer Wine Sales are the primary driver. The others are club Mini Wine Subscription, advent Wine Club Membership, corporate Virtual Wine Tastings & Gifting and wholesale/B2B Wine Sales.
Who are In Good Taste's main competitors?
Broad incumbents on record are Bota Box, Wine.com and Total Wine & More. Vivino is listed as an others. Direct peers are Firstleaf, Splash Wines, Winc, Vinebox, Usual Wines and Bright Cellars.
Does In Good Taste have an API?
No public API is recorded for In Good Taste.
What industry is In Good Taste in?
In Good Taste's product category is Wine (Beverages). Its primary akta.pro industry code is CRADAIAB, Wine & Sparkling Wine Wineries & Brands, with a secondary code of CRANABAF, Alcohol Subscription & Wine Clubs (Retail). Its NAICS code is 31213 and its SIC code is 2080.