What Purple Brands does

Purple Brands is a privately-held, founder-owned wine and spirits company headquartered on Mare Island in Vallejo, California, founded in 2001 by Derek Benham. The company operates two legal entities — Purple Wine Company, LLC (dba Purple Wines) and Graton Spirits Company, LLC (dba Purple Spirits) — and runs a multi-brand portfolio spanning premium California wines (Scattered Peaks, Avalon, Bex) and craft spirits (Redwood Empire Whiskey, Benham's Gin). Its spirits business is built on a grain-to-glass production model using a custom-crafted still originally installed at a converted apple cannery in Graton, with operations consolidated in 2025 to a larger Mare Island facility that increased capacity from 4 to 14 barrels per day.

The company monetizes through wholesale distribution: wines reach consumers via grocery, retail, and on-premise channels across the U.S., while spirits (especially Redwood Empire Whiskey, launched 2019) are sold through distributor partnerships targeting both off-premise and on-premise accounts. Pricing sits in the premium to ultra-premium band — Raeburn wines retailed at $15-$25 per bottle, and Redwood Empire is positioned as ultra-premium whiskey reflecting craft production and aging. In February 2026 Purple Brands divested the Raeburn brand (approximately 250,000 cases annually and a top-10 U.S. Chardonnay) to Crimson Wine Group to refocus capital and management attention on its spirits growth engine. Redwood Empire's brand is differentiated by environmental partnerships with Save the Redwoods League and Trees for the Future (over 1.7 million trees planted) and a portfolio of industry awards (Forbes, Whisky Advocate, multiple Double Gold/Best in Show medals).

The go-to-market model is sales-led and channel-partner-driven, with a Chief Commercial Officer (appointed March 2026) overseeing distributor partnerships and U.S./international market development. The company employs 51-100 people across its Mare Island headquarters and former Graton production site. It remains entirely founder-owned with no disclosed institutional investment, PE backing, or parent company.

Name

Purple Brands

Legal name

Purple Wine Company, LLC dba Purple Wines and/or Graton Spirits Company, LLC dba Purple Spirits

Website

https://purplebrands.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

51–100 employees

Short description

Purple Brands is a privately-held, founder-owned wine and spirits company producing premium California wines (Scattered Peaks, Avalon, Bex) and craft grain-to-glass spirits (Redwood Empire Whiskey, Benham's Gin), distributed nationally through wholesale partners after divesting Raeburn in 2026 to focus on spirits.

Ownership category

akta.pro rank

Product category

Wine and Spirits Production

NAICS

Distilleries (312140), Wineries (312130)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Spirits Distilling & Brands (CRADAIAC)

akta.pro secondary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

Keywords

• Wine production
• Craft distilling
• Whiskey manufacturing
• Spirits distribution
• Premium alcoholic beverages

Headquarters

HQ city

Petaluma

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Wine Wholesale Distribution: Wholesale distribution of wine brands (Scattered Peaks, Avalon, Bex) to retailers, grocery stores, and restaurants across the United States. The Raeburn brand, which produced 250,000 cases annually, was sold to Crimson Wine Group in 2026.
2. Spirits Wholesale Distribution: Wholesale distribution of spirits brands (Redwood Empire Whiskey, Benham's Gin) to off-premise retailers and on-premise establishments through distributor partnerships. Growth focus on accelerating distribution nationwide.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Purple Brands produces and distributes a portfolio of premium California wines — Scattered Peaks, Avalon, and Bex — and craft grain-to-glass distilled spirits, including Redwood Empire Whiskey (Pipe Dream Bourbon, Emerald Giant Rye, Lost Monarch Blended Straight Whiskey) and Benham's Gin. Spirits are produced at a custom-crafted still in Graton, California, and the company distributes its portfolio through wholesale distributor partnerships to off-premise retailers and on-premise hospitality venues across the United States.

Product overview

Purple Brands is a brand-led wine and spirits company founded by Derek Benham in 2001, headquartered on Mare Island in Vallejo, California. Its portfolio spans two primary categories: wine brands (Scattered Peaks, Avalon, and Bex) offering wines of exceptional value from California and Germany, and spirits brands (Redwood Empire Whiskey and Benham's Gin) produced grain-to-glass at the company's custom-crafted Graton distillery. Redwood Empire Whiskey is the flagship spirits line, launched in 2019 and inspired by Northern California's redwood forests, while Benham's Gin, launched in 2016, was the company's first craft spirit. Wine brands include Scattered Peaks (terroir-focused premium wines), Avalon (California Cabernet Sauvignon established in 1991), and Bex (modern German Riesling from the Nahe). A digital asset portal accessible via Sevenfifty.com serves trade and distribution partners.

Differentiator

Problem solved

Functional benefit

Brands

• Redwood Empire Whiskey: California whiskey brand drawing inspiration from Northern California's redwood forests, featuring Pipe Dream Bourbon, Emerald Giant Rye, and Lost Monarch Blended Straight Whiskey.
• Scattered Peaks
• Avalon
• Bex
• Benham's Gin

Products and services

• Scattered Peaks A premium wine brand from Purple Brands focused on terroir-driven, higher-end wines within the company's portfolio.
• Avalon A California wine brand established in 1991, known for making Cabernet Sauvignon more accessible to a broad consumer base.
• Bex A modern German Riesling brand sourced from the Nahe region, representing an international varietal offering within the wine portfolio.
• Redwood Empire Whiskey A California-crafted American whiskey brand launched in 2019, producing grain-to-glass straight whiskeys including Pipe Dream Bourbon, Emerald Giant Rye, and Lost Monarch Blended Straight Whiskey. Draws inspiration from Northern California's redwood forests and supports Save the Redwoods League conservation efforts.
• Benham's Gin A California Fresh gin launched in 2016 as the company's inaugural grain-to-glass spirit, produced at its custom-crafted still in Graton, California.
• Redwood Empire Single Barrel Program A single barrel program under Redwood Empire Whiskey enabling whiskey enthusiasts to obtain single barrel selections of the brand's grain-to-glass straight whiskeys.

Quantifiable outcome

• Top 10 largest Chardonnay brand in the U.S.
• +3 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Save the Redwoods LeaguecoreOthersRedwood Empire Whiskey supports Save the Redwoods League, a nonprofit dedicated to protecting Northern California's redwood forests. The partnership reflects the brand's environmental mission and inspiration from iconic redwood trees like Pipe Dream and Emerald Giant. Redwood Empire has helped plant over 1.7 million trees through its conservation efforts.
• Trees for the FuturecoreOthersRedwood Empire partners with Trees for the Future to support global reforestation efforts. Combined with Save the Redwoods League partnership, these efforts have helped plant more than 1.7 million trees, with more added each year.
• Distributor PartnershipscoreChannel Partner/ Reseller/ DistributorWade McKasson (Chief Commercial Officer) oversees distributor partnerships as a key component of national sales strategy. These partnerships drive expansion of Redwood Empire Whiskey in key U.S. and international markets, strengthening both on-premise and off-premise presence.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• High West Distillery: Utah-based craft whiskey distillery operating a similar grain-to-glass, small-batch model with national distribution. Comparable in scale aspirations, award-winning rye/bourbon portfolio, and tourism/visitor-center integration.
• Wilderness Trail Distillery: Kentucky craft bourbon distillery operating a grain-to-glass production model with national wholesale distribution. Comparable in craft premium positioning, bourbon-forward portfolio, and growth trajectory toward wider U.S. distribution.
• St. George Spirits: California-based craft distillery producing grain-to-glass spirits including whiskey, gin, and other categories. Most directly comparable peer given shared California craft spirits positioning, on-site distillation, and portfolio approach across multiple spirit categories.
• Crimson Wine Group: Public wine portfolio company that acquired Purple's Raeburn brand in 2026. Operates a multi-brand California wine portfolio with wholesale and direct-to-consumer channels, directly comparable to Purple's wine-brand operating model pre-divestiture.
• Smooth Ambler Spirits: West Virginia craft whiskey distillery with a small-batch grain-to-glass production model. Comparable in craft whiskey positioning, portfolio breadth (bourbon and rye), and reliance on awards to build distribution.
• Breckenridge Distillery: Colorado craft distillery producing bourbon, whiskey, and other spirits with a similar small-batch, award-driven model. Comparable in product mix, premium positioning, and emphasis on critical acclaim to drive national expansion.

Broad incumbents

• Vintage Wine Estates: Large multi-brand wine producer with broad portfolio across varietals and price points. Comparable as a multi-brand wine operating company, though significantly larger and more diversified than Purple's remaining wine portfolio.
• Angel's Envy: Premium finished-whiskey brand owned by Bacardi, producing bourbon and rye in Louisville. Comparable in ultra-premium craft-style positioning, awards-driven marketing, and emphasis on finishing as a point of differentiation.
• Jefferson's Bourbon: Premium bourbon brand owned by Pernod Ricard, focused on small-batch and experimental whiskey expressions. Comparable in craft-style premium positioning, ocean-aged/special-finish product innovation, and reliance on premium on-premise placements.

Regional players

• Germain-Robin: California-based craft distiller specializing in brandy and other grape-based spirits from Mendocino County. Comparable as a Northern California craft distiller with grain-to-glass-style production and ultra-premium positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Purple Brands