Bodega Norton
Bodega Norton is a 128-year-old Argentine winery producing premium wines from five Mendoza estates, exporting to 72+ countries, distributing exclusive international spirits in Argentina, and operating wine tourism and restaurant experiences under Swarovski family ownership.
- Company typePrivate
- Founded1895
- HeadquartersMendoza, Argentina
- Headcount251–500
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Bodega Norton does
Bodega Norton is a privately held Argentine winery founded in 1895 by English engineer Edmund James Palmer Norton in Luján de Cuyo, Mendoza, and operating today as BODEGA NORTON S.A. under the long-term ownership of Austrian businessman Gernot Langes-Swarovski (Swarovski crystal empire), who acquired the firm in 1989. The company produces premium wines across four product lines: Family Cellar Wines (the ultra-premium tier curated by Chief Winemaker David Bonomi), Estate Wines (Reserva, Winemaker's Reserve, D.O.C., Select, and Colecci\u00f3n de los Andes sourced from Luj\u00e1n de Cuyo and Uco Valley), Sparklings (Extra Brut, Brut Nature, Brut Ros\u00e9, Gr\u00fcner Veltliner), and Concept Wines (younger, fresher labels including Sexy Fish, Mil Rosas, and Cosecha Tard\u00eda). The company also launched South America's first Gr\u00fcner Veltliner in 2019 and holds DOC certification for Argentine Malbec since 1994, making it one of the first four wineries to obtain this designation.\n\nThe firm's production base rests on five owned estate vineyards totaling 1,265 hectares in the Primera Zona of Luj\u00e1n de Cuyo (Finca Perdriel, Medrano, Lunlunta, Agrelo, and the 1,047-hectare Finca La Colonia acquired in 1997), supplemented by 750 contracted hectares from 140 producers in Valle de Uco, with average vine age around 30 years and some plots exceeding 80 years. Winemaking uses controlled-temperature fermentation (red wines at 28-30\u00b0C, whites at 15-20\u00b0C), aging in French oak, and a recent addition of concrete eggs and tanks for terroir-driven lighter-style wines. The winery houses South America's largest underground historic wine cellar, containing aged bottles dating from 1936.\n\nThe business model combines four revenue streams: (1) wine sales via export to 72+ countries (placing Norton among Argentina's top five exporters), domestic wholesale/retail, the on-site wine shop at the Perdriel headquarters, and the shop.norton.com.ar e-commerce platform; (2) wine tourism and on-premise dining at Terraza La Vid restaurant (4-course and 6-course tasting menus paired with Norton wines); (3) since 2018, an Imported Beverages distribution division holding exclusive Argentina rights for Beam Suntory (Jim Beam, Maker's Mark), William Grants & Sons (Glenfiddich, Hendrick's, Monkey Shoulder, Tullamore, Grant's), and Louis Roederer (Cristal, Brut Premier, Brut Ros\u00e9), with additional minor distribution partnerships for Camus cognac, Capel pisco, Drambuie, Padre Azul tequila, Ojo de Tigre mezcal, Larios gin, and Pit\u00fa cacha\u00e7a; and (4) sustainability-led brand positioning certified under BRCGS AA standards. The company is led by President & CEO Michael Halstrick (since 1991) with Chief Winemaker David Bonomi (Tim Atkin Winemaker of the Year 2021) heading production, and employs 251-500 staff across Mendoza headquarters and Buenos Aires commercial offices.
Bodega Norton firmographics
Firmographics- Name
- Bodega Norton
- Legal name
- BODEGA NORTON S.A.
- Website
- https://norton.com.ar
- Company type
- Private
- Founded year
- 1895
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Bodega Norton is a 128-year-old Argentine winery producing premium wines from five Mendoza estates, exporting to 72+ countries, distributing exclusive international spirits in Argentina, and operating wine tourism and restaurant experiences under Swarovski family ownership.
- Ownership category
- akta.pro rank
Bodega Norton industry classification
Industry- Product category
- Wine Production
- NAICS
- Wineries (312130), Wineries (31213), Beer, Wine, and Liquor Retailers (445320)
- SIC
- Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Wine & Sparkling Wine Wineries & Brands (CRADAIAB)
- akta.pro secondary industries
- Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)
Keywords
Where Bodega Norton is headquartered
LocationHeadquarters
- HQ city
- Mendoza
- HQ country
- Argentina
- HQ region
- Latin America
Offices2 records
Markets served
Bodega Norton business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Wine production and sales: Core business producing and selling wines from estate vineyards in Luján de Cuyo and sourced grapes from Valle de Uco. Products include Family Cellar wines (premium), Estate wines, Sparklings, and Concept wines.
- Wine tourism and restaurant: On-site wine tourism experiences (tours, tastings, blending experiences, bike tours) and restaurant La Vid offering paired menus (4-course and 6-course options) open daily for lunch.
- Imported spirits distribution: Since 2018, distributing premium imported spirits (whiskies, gins, tequilas, mezcal, cognac, cachaça, pisco, champagne) from Beam Suntory, William Grants & Sons, and other major global brands exclusively in Argentina.
- Direct-to-consumer e-commerce: Online shop (shop.norton.com.ar) for direct wine and spirits purchases.
Go-to-market motion2 records
Distribution channels6 records
Marketing channels6 records
Bodega Norton product offering
Product offeringCore offering
Bodega Norton produces and markets Argentine wines across four product lines — Family Cellar (premium selections), Estate Wines (Reserva, DOC, Select), Sparklings (Extra Brut, Brut Nature, Brut Rosé, Grüner Veltliner), and Concept wines — using estate vineyards in Luján de Cuyo and Uco Valley. The company also distributes imported premium spirits in Argentina and offers wine tourism experiences paired with dining at La Vid restaurant.
Product overview
Bodega Norton is a winery producing Argentine wines across four main product lines: Family Cellar Wines (premium selections by Chief Winemaker David Bonomi), Estate Wines (wines from Luján de Cuyo and Uco Valley including Reserva, Winemaker's Reserve, D.O.C., Select, and Colección de los Andes), Sparkling Wines (Extra Brut, Brut Nature, Brut Rosé, and Grüner Veltliner), and Concept Wines (young fresh wines including Sexy Fish, Mil Rosas, and Cosecha Tardía). Additionally, Norton operates an Imported Spirits division commercializing international brands (Glenfiddich, Hendrick's, Louis Roederer, etc.) and offers wine tourism experiences including guided tours, tastings, and Terraza La Vid restaurant.
Differentiator
Problem solved
Functional benefit
Brands
- Gernot: Premium family cellar wine
- Quintaesencia
- Lote Single Vineyard
- Lote Negro
- Lote Blanco
- Privada Family Blend
- Family Malbec
- Altura
- Extra Brut
- Brut Nature
- Brut Rosé
- Grüner Veltliner
- Reserva
- Winemaker's Reserve
- Norton D.O.C
- Select
- Colección de los Andes
- Sexy Fish
- Mil Rosas
- Cosecha Tardía
- Talismán
- Gambei
Products and services
- Family Cellar Wines Premium range of wines created and carefully selected from the winery's cellar by Chief Winemaker David Bonomi, featuring labels such as Gernot and Quintaesencia. Targeted at collectors and ultra-premium consumers.
- Estate Wines Wines sourced from the unique vineyards of Luján de Cuyo and Uco Valley representing the soul of the winery, including Reserva, Winemaker's Reserve, D.O.C., Select, Colección de los Andes, and Libre sub-lines. Targeted at mainstream premium wine consumers.
- Sparkling Wines Exclusive sparkling range including Extra Brut (Chardonnay), Brut Nature (Blend), Brut Rosé, and the South-American-pioneering Grüner Veltliner. Targeted at celebratory and aperitif wine consumers.
- Concept Wines Young and fresh wines with distinctive identities including Sexy Fish, Mil Rosas, Cosecha Tardía, Talismán, and Gambei. Targeted at younger consumers and casual occasion drinkers.
- Imported Spirits Distribution Exclusively distributed portfolio of premium imported spirit brands including gins (Hendrick's, Larios), whiskies (Glenfiddich, Tullamore, Monkey Shoulder, Jim Beam, Maker's Mark, Grant's), tequila (Padre Azul), mezcal (Ojo de Tigre), liqueurs (Drambuie), pisco (Capel), cognac (Camus), cachaça (Pitú), and champagne (Louis Roederer). Targeted at Argentine on-premise (bars, restaurants, hotels) and off-premise (retailers) buyers.
- Wine Tourism Experiences Enotourism activities including Malbec Sensory Exploration, Centenary Tradition, Blending Game, Premium Wine Experience, and Perdriel by Bike tours, plus Terraza La Vid restaurant offering 4-course and 6-course menus paired with Norton wines. Targeted at tourists visiting Mendoza and private event organizers.
Quantifiable outcome
- Top 5 wine exporter in Argentina with presence in 72+ countries
- +3 more outcomes
Companies that use Bodega Norton
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
Bodega Norton technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Bodega Norton partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- Beam SuntorycoreSince 2018, Norton distributes Beam Suntory spirits exclusively in Argentina, including Jim Beam bourbon (White, Honey, Vanilla, Black variants), Maker's Mark bourbon, and other brands from the portfolio.
- William Grants & SonscoreExclusive distribution partner for William Grants & Sons spirits in Argentina since 2018, including Glenfiddich (12, 15, 18 year), Hendrick's gin (Classic, Lunar, Neptunia), Monkey Shoulder blended malt whisky, Tullamore Irish whiskey, and Grant's blended scotch.
- Louis RoederercoreNorton distributes Louis Roederer champagnes exclusively in Argentina, including Cristal, Brut Premier, and Brut Rosé.
- CamusminorDistributed in Argentina through Norton, offering Camus VSOP Elegance (aged 4 years) and Camus XO Elegance (aged 10 years).
- CapelminorPisco producer from Chile distributed in Argentina through Norton, including Capel Especial (double distilled) and Capel Reservado.
- DrambuieminorWhisky liqueur brand distributed through Norton in Argentina.
- Padre AzulminorTequila reposado 100% agave brand distributed through Norton in Argentina.
- Ojo de Tigreminor100% handmade mezcal brand distributed through Norton in Argentina.
- LariosminorSpanish gin brand distributed through Norton in Argentina, including Larios Mediterranean gin and Larios Rosé (infused with strawberries).
- PitúminorBrazilian cachaça produced from newly harvested sugarcane, distributed through Norton in Argentina.
- Carlos ThayscoreRenowned international architect and landscape designer Carlos Thays designed the emblematic gardens at Norton, contributing to the wine tourism experience.
- Wine in ModerationminorNorton actively cooperates with Wine in Moderation to raise awareness about responsible drinking and prevent addictions and accidents as part of their Sustainability Culture program.
Scale indicators9 records
Recent moves9 records
Expansion highlights5 records
Bodega Norton competitors and assessment
Company assessmentBroad incumbents
- Pernod Ricard: Global wine and spirits conglomerate with Argentine wine assets and a premium spirits portfolio that overlaps with Norton's imported spirits distribution business.
- Concha y Toro: Largest Latin American wine producer, publicly listed, with operations across Chile, Argentina, and the U.S. Competes in similar global export markets across value and premium tiers.
- Treasury Wine Estates: Global premium wine portfolio (Penfolds, Wolf Blass, Beaulieu Vineyard) operating across multiple regions. Comparable premium wine brand portfolio and global distribution reach.
- Antinori (Marchesi Antinori): 600+ year old Italian premium wine producer with multi-region estates and global distribution. Comparable heritage-driven positioning, multi-generational brand, and premium single-vineyard portfolio.
Direct peers
- Catena Zapata: Argentina's most prestigious premium Malbec producer, also based in Mendoza. Direct competitor for premium Argentine Malbec globally, sharing Luján de Cuyo estate vineyards, Malbec-first portfolio, and export-led strategy.
- Bodega Trapiche: One of Argentina's largest and oldest wineries (1883), also Mendoza-based. Comparable scale, multi-tier portfolio from entry-level to premium, and major export presence in similar markets.
- Familia Zuccardi: Mendoza-based Argentine premium wine producer with estate vineyards in Uco Valley. Comparable premium positioning, wine tourism operation (Piedra Infinita), and global export focus.
- Bodegas Salentein: Argentine premium winery with vineyards in Uco Valley, art-focused estate, and comparable export and wine tourism strategy. Direct competitor for premium Argentine Malbec and experiences.
- Bodegas Bianchi: Argentine family-owned winery based in Mendoza with similar portfolio tier, DOC-certified Malbec, and export strategy. Closest mid-scale domestic peer.
Regional players
- Viña Santa Rita: Chilean premium winery with comparable scale, tourism estate, and South American wine heritage. Competes in similar export markets across LATAM and globally.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Bodega Norton social profiles
Digital presenceBodega Norton compliance and trust
Trust signalCompliance3 records
Bodega Norton financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bodega Norton leadership team
Management profileNumber of profiles
Profiles3 records
Bodega Norton funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bodega Norton 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 Bodega Norton
What does Bodega Norton do?
Bodega Norton produces and markets Argentine wines across four product lines — Family Cellar (premium selections), Estate Wines (Reserva, DOC, Select), Sparklings (Extra Brut, Brut Nature, Brut Rosé, Grüner Veltliner), and Concept wines — using estate vineyards in Luján de Cuyo and Uco Valley. The company also distributes imported premium spirits in Argentina and offers wine tourism experiences paired with dining at La Vid restaurant.
Is Bodega Norton a public or private company?
Bodega Norton is a private company. It is classified as family owned and is currently operating.
When was Bodega Norton founded?
Bodega Norton was founded in 1895. It employs 251 to 500 people.
Where is Bodega Norton based?
Bodega Norton is headquartered in Mendoza, Argentina, in the Latin America region.
How does Bodega Norton make money?
Four revenue lines are on record. Wine production and sales are the primary driver. The others are wine tourism and restaurant, imported spirits distribution and direct-to-consumer e-commerce.
Who are Bodega Norton's main competitors?
Broad incumbents on record are Pernod Ricard, Concha y Toro, Treasury Wine Estates and Antinori (Marchesi Antinori). Direct peers are Catena Zapata, Bodega Trapiche, Familia Zuccardi, Bodegas Salentein and Bodegas Bianchi. Viña Santa Rita is listed as a regional player.
Does Bodega Norton have an API?
No public API is recorded for Bodega Norton.
What industry is Bodega Norton in?
Bodega Norton's product category is Wine Production. Its primary akta.pro industry code is CRADAIAB, Wine & Sparkling Wine Wineries & Brands, with a secondary code of THAFALAE, Wineries & Vineyards (Tasting Rooms). Its NAICS code is 312130 and its SIC code is 2080.