Free Flow Wines
Free Flow Wines is a Napa-based kegging and logistics services provider that fills, leases, and reverse-logistics reusable stainless steel kegs for 260+ wine brand partners and 1,500+ on-premise venues nationwide. The company generates revenue through filling fees, keg and draft equipment leasing, logistics, and adjacent sustainable packaging services.
- Company typePrivate
- Founded2009
- HeadquartersNapa, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Free Flow Wines does
Free Flow Wines is a Napa, California-based kegging and logistics services provider founded in 2009 that pioneered premium wine on tap in the U.S. market. The company fills, leases, and reverse-logistics reusable 304-grade stainless steel kegs (each holding the equivalent of 26 bottles) on behalf of more than 260 wine brand partners and supports wine-on-tap programs at over 1,500 venues nationwide. As of August 2023, Free Flow had shipped more than 1 million stainless steel kegs and reported cumulative impact figures exceeding 41 million bottles saved from landfill and 73 million pounds of CO2 emissions avoided.
The company operates a coast-to-coast production footprint with a state-of-the-art Sonoma, California headquarters and a Bayonne, New Jersey East Coast filling station opened in 2017 through a partnership with Gotham Project. Its technology stack centers on proprietary in-house kegging processes, closed-loop water reclamation (95% water recovery), and full reverse logistics for keg tracking and returns. Adjacent revenue streams include a National Draft Equipment Leasing Program, cellar and quality-preservation services, wine canning, non-alcoholic beverage kegging, and the TAP'D Draft Solutions installation/maintenance sub-brand. Hardware partnerships with Perlick (wine-certified dispensing) and PourMyBeer (self-pour RFID wine walls) extend the offering into integrated on-premise systems.
Free Flow generates revenue through a mix of transaction-based keg filling services, recurring keg and draft equipment leasing, managed logistics fees, and professional cellar services. Go-to-market is primarily B2B field sales to wineries and on-premise accounts, supplemented by national wine and beverage distributors (Breakthru Beverage, Southern Glazer's, RNDC and regional partners). The company is a privately held California LLC with reported headcount of 11–50 and is led by CEO Rich Bouwer; Jordan Kivelstadt and Dan Donahoe are co-founders, with Donahoe serving as chairman. No parent company, public ticker, or institutional funding beyond a 2014 Orchard Holdings Group round is disclosed in the source material.
Free Flow Wines firmographics
Firmographics- Name
- Free Flow Wines
- Legal name
- Free Flow Wines, LLC
- Website
- https://freeflowwines.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Free Flow Wines is a Napa-based kegging and logistics services provider that fills, leases, and reverse-logistics reusable stainless steel kegs for 260+ wine brand partners and 1,500+ on-premise venues nationwide. The company generates revenue through filling fees, keg and draft equipment leasing, logistics, and adjacent sustainable packaging services.
- Ownership category
- akta.pro rank
Free Flow Wines industry classification
Industry- Product category
- Wine Packaging and Logistics Services
- NAICS
- Beverage Manufacturing (3121)
- SIC
- Beverages (2080), Metal Shipping Barrels, Drums, Kegs & Pails (3412)
- akta.pro primary industry
- Kegging & Draught Packaging Operations (AFAFAJAI)
- akta.pro secondary industry
- Non-Alcoholic Beverage Co-Packing (Soft Drinks, Juice, RTD) (AFAFAIAB)
Keywords
Where Free Flow Wines is headquartered
LocationHeadquarters
- HQ city
- Napa
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Free Flow Wines business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Keg Filling Services: Full service wine kegging where wineries ship wine and Free Flow handles kegging, storage, fulfillment to distributors, keg tracking, and reverse logistics. Includes COLA compliance and label printing.
- Keg Leasing: Leasing of reusable stainless steel kegs to wineries and venues. Also includes draft equipment leasing programs for wine-on-tap installations.
- Logistics Services: Coordination of keg delivery, pickup, and reverse logistics. Handles empty keg returns and distribution to venues nationwide.
- Cellar Services: Protocols developed by winemakers for premium wines, including storage and preservation services.
- Wine Canning Services: Expanded services to include wine canning program for partners, as announced in 2017 expansion.
- Bulk Wine Storage: Storage services for bulk wine in addition to keg storage.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time/ perpetual license | Bar-Top Dispense Unit |
| Unit Pricing | One time/ perpetual license | Kegerator Units |
| Subscription | Annual | Keg Leasing Program |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Free Flow Wines product offering
Product offeringCore offering
Free Flow Wines provides full-service wine kegging, leasing, and logistics services for wineries, packaging premium wines in reusable 304-grade stainless steel kegs that preserve wine quality from keg to tap. The company also delivers draft equipment sales and national leasing for restaurants, hotels, and hospitality venues to operate wine-on-tap by-the-glass programs, complemented by reverse logistics, cellar quality protocols, and a nationwide distributor network spanning more than 260 wine brands across 1,500+ venues.
Product overview
Free Flow Wines operates as a kegging and logistics services provider for the wine industry, offering a unified portfolio centered on reusable stainless steel wine kegs. The core offering is Kegging Services — full-service filling, leasing, and logistics for wineries to put their wines in kegs — supported by Cellar Services (quality-preservation protocols) and Sales & Marketing Support (complimentary brand assets). Draft Equipment Services and the National Draft Equipment Leasing Program enable venues to install and operate wine-on-tap systems. Additional services include Wine Canning Services, Non-Alcoholic Beverages Kegging, and the TAP'D Draft Solutions sub-brand for installation/maintenance. A suite of tools (ROI Calculator, Distributor Finder Map, Draft Maintenance Technicians Network) supports program adoption. The annual KEGGY Awards program recognizes partner sustainability achievements. Free Flow has production facilities in Sonoma, California and Bayonne, New Jersey.
Differentiator
Problem solved
Functional benefit
Products and services
- Wine Kegging Services Full-service wine kegging for wineries: Free Flow receives bulk wine, fills reusable 304-grade stainless steel kegs, manages keg inventory, coordinates distribution to wholesalers, handles reverse logistics for empty keg returns, and provides COLA compliance and label printing. Each keg holds the equivalent of 26 bottles of wine and is reusable for 30+ years.
- Draft Equipment Sales & Leasing Program National draft equipment leasing and sales program for venues, including bar-top dispense units (starting at $999 with lease-to-own options), kegerators with 2-8 taps and dual-zone cooling, direct-draw systems, long-draw systems, and self-pour systems. The program enables restaurants, hotels, and hospitality venues to install wine-on-tap infrastructure without major upfront capital outlay.
- Wine Canning Services Wine canning program enabling wineries to package premium wine in cans as part of Free Flow's sustainable alternative packaging portfolio, with operations supported by co-packer partnerships.
- Non-Alcoholic Beverages Kegging Kegging services for non-alcoholic beverages packaged in reusable stainless steel kegs, extending Free Flow's sustainable packaging platform to the NA beverage category.
- TAP'D Draft Solutions A draft installation and maintenance services sub-brand formed in partnership with HHBMS, providing professional draft installation, repair, and ongoing maintenance for wine-on-tap systems at venues throughout Northern California and beyond.
Quantifiable outcome
- Over 41 million bottles saved from landfill and 73 million lbs of CO2 emissions avoided
- +4 more outcomes
Companies that use Free Flow Wines
Customer profileNamed customers16 records
Segments4 records
Ideal customer profiles3 records
Free Flow Wines technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Free Flow Wines partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- TAP'D Draft SolutionsminorTAP'D Draft Solutions joined forces with HHBMS to expand draft services throughout Northern California. Free Flow Wines related through kegging services partnership.
- HHBMSminorPartner joined with TAP'D Draft Solutions to expand draft services throughout Northern California, supporting Free Flow's wine-on-tap infrastructure.
- Gotham ProjectcoreJoint partnership to open East Coast hub for draft wine services. Combined operations with Gotham Project to boost import business and serve East Coast market from Bayonne, NJ facility.
- Green Restaurant AssociationcorePartnership with Green Restaurant Association enables Free Flow to offer Certified Green Service™ status, allowing restaurant partners to earn 3 GreenPoints™ towards Certified Green Restaurant® status when working with Free Flow Wines.
- Perlick CorporationcorePartnership with Perlick for wine-certified dispensing equipment. Perlick provides forward-sealing faucets and Wine Certified tapping kits designed to preserve wine quality. 304 stainless steel components specifically designed for wine acidity.
- PourMyBeercorePartnership for self-pour wine on tap technology. PourMyBeer provides self-serve wine wall technology allowing customers to pour their own wine using RFID cards, integrated with Free Flow's kegged wines.
Scale indicators13 records
Recent moves9 records
Expansion highlights6 records
Free Flow Wines competitors and assessment
Company assessmentBroad incumbents
- Perlick Corporation: Established manufacturer of commercial refrigeration and bar/draft equipment, including wine-certified dispense hardware and forward-sealing faucets used by Free Flow partners. Sits in Free Flow's equipment value chain as a complementary incumbent rather than a direct competitor.
- True Manufacturing: Large US manufacturer of commercial refrigeration and draft beer/wine dispensing systems. Supplies kegerators and bar equipment adjacent to Free Flow's draft equipment leasing program, operating at much broader scale across all beverage categories.
- Beverage-Air: Manufacturer of commercial refrigeration and bar equipment used in on-premise wine and beverage service. Comparable to Free Flow's draft equipment side from an installed-base perspective, but with a much broader product portfolio beyond wine-specific dispense.
Emerging players
- GrowlerWerks / uKeg: Consumer and commercial pressurized grower/keg systems targeting draft beverage at home and on-premise. Adjacent reusable-container business model to Free Flow's commercial stainless steel keg approach, with more consumer-direct exposure.
- PourMyBeer: Self-pour draft technology provider with RFID-enabled beer and wine walls. Partner of Free Flow and an emerging player in the on-premise dispense space, especially relevant as venues experiment with self-serve wine formats.
Direct peers
- MicroStar Logistics: MicroStar is the largest independent keg logistics operator in the US, managing shared reusable keg assets for breweries. It is the closest analog to Free Flow's reusable stainless steel keg pooling and reverse logistics model, and would be a natural competitor if it expanded into wine.
- Gotham Project: Draft wine importer and kegging company that partnered with Free Flow to open the East Coast hub in Bayonne, NJ. Operates in the same wine-on-tap import and kegging space and historically shared customers and logistics with Free Flow.
- TAP'D Draft Solutions: Draft system installation, maintenance, and service provider that operates as both a Free Flow sub-brand/partner and an independent service network. Comparable in delivering the on-premise infrastructure (cleaning, repair, install) needed to support keg programs.
- Wildpack (formerly Crux Canning): Mobile beverage co-packer offering canning and alternative packaging services for beverage brands, including wine. Comparable business model to Free Flow's kegging services, with the same fundamental proposition: outsource sustainable alternative packaging for small-to-mid beverage producers.
Others
- Steel Keg Association: Industry trade body promoting reusable stainless steel kegs for beverages. Not a competitor but a key ecosystem participant that advances the reusable-keg narrative Free Flow relies on for differentiation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Free Flow Wines social profiles
Digital presenceFree Flow Wines compliance and trust
Trust signalCompliance4 records
Free Flow Wines financial estimates
Financial estimateRevenue estimate
Valuation estimate
Free Flow Wines leadership team
Management profileNumber of profiles
Profiles2 records
Free Flow Wines funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Free Flow Wines 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 Free Flow Wines
What does Free Flow Wines do?
Free Flow Wines provides full-service wine kegging, leasing, and logistics services for wineries, packaging premium wines in reusable 304-grade stainless steel kegs that preserve wine quality from keg to tap. The company also delivers draft equipment sales and national leasing for restaurants, hotels, and hospitality venues to operate wine-on-tap by-the-glass programs, complemented by reverse logistics, cellar quality protocols, and a nationwide distributor network spanning more than 260 wine brands across 1,500+ venues.
Is Free Flow Wines a public or private company?
Free Flow Wines is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Free Flow Wines founded?
Free Flow Wines was founded in 2009. It employs 11 to 50 people.
Where is Free Flow Wines based?
Free Flow Wines is headquartered in Napa, United States, in the North America region.
How does Free Flow Wines make money?
Six revenue lines are on record. Keg Filling Services are the primary driver. The others are keg Leasing, logistics Services, cellar Services, wine Canning Services and bulk Wine Storage.
Who are Free Flow Wines's main competitors?
Broad incumbents on record are Perlick Corporation, True Manufacturing and Beverage-Air. Emerging players are GrowlerWerks / uKeg and PourMyBeer. Direct peers are MicroStar Logistics, Gotham Project, TAP'D Draft Solutions and Wildpack (formerly Crux Canning). Steel Keg Association is listed as an others.
Does Free Flow Wines have an API?
No public API is recorded for Free Flow Wines.
What industry is Free Flow Wines in?
Free Flow Wines's product category is Wine Packaging and Logistics Services. Its primary akta.pro industry code is AFAFAJAI, Kegging & Draught Packaging Operations, with a secondary code of AFAFAIAB, Non-Alcoholic Beverage Co-Packing (Soft Drinks, Juice, RTD). Its NAICS code is 3121 and its SIC code is 2080.