Armstrong Family Winery

What Armstrong Family Winery does

Armstrong Family Winery is a first-generation family winery founded in 2011 by Tim and Jen Armstrong and headquartered at a 22-acre farm on the north side of Walla Walla, Washington. The company produces small-lot, Old-World-inspired wines — primarily Cabernet Sauvignon, Syrah, Cabernet Franc, Merlot, Chardonnay, and a dry Rosé of Cabernet Franc — from two estate vineyards in the Walla Walla Valley AVA: Wheat Ridge Estate (10 acres on Mill Creek loess at 1,315–1,350 ft elevation, planted 1998) and Valley Grove Estate (2 acres on Walla Walla silt loam). Winemaking emphasizes minimal intervention, handcrafted production, and regenerative farming practices (adopted in 2021, including sheep grazing and Maremma livestock guardian dogs). Production has held at approximately 50 tons of fruit since 2016, translating to roughly 2,500–3,500 cases annually, and the inaugural 2011 vintage of approximately 500 cases has since collected multiple Double Gold, Best in Show, and Best in Class awards together with dozens of 90+ point reviews and a 2015 Wine Enthusiast feature in '25 New World Cabernets Under $35'.

The go-to-market is direct-to-consumer-led: two tasting rooms (Downtown Walla Walla, reopened May 2025 in a new location, and the original Woodinville Warehouse District location), an e-commerce storefront at armstrongwinery.com running on the Commerce7 platform, and The Cellar Collective wine club offering twice-yearly 6-bottle ($300–$350) or 12-bottle ($580–$680) allocations of limited Artisan Series and Heritage Barn Collection wines. Wholesale distribution is handled by Well Crafted Beverage in Maryland, Virginia, and Washington D.C. (since 2019), supplemented by direct UPS-ground shipping to most U.S. states (excluding AL, AR, DE, MS, RI, SD, UT). Ancillary revenue comes from the Armstrong Vineyard Cottage — a 2-bedroom vacation rental on the farm managed through Walla Walla Vacation Rentals — and from private event rentals, winemaker dinners, and a monthly Virtual Book Club hosted by co-owner Jen Armstrong.

Revenue streams are a mix of one-time DTC purchases, semi-annual subscription allocations, $20-per-person tastings (waived with $50+ purchase or wine club membership), wholesale volume, and vacation rental transactions. The company is a Washington-state LLC that is founder-owned and privately held with no institutional investment, parent company, or disclosed funding rounds; the leadership team comprises Tim Armstrong (Winemaker & Co-Owner), Jen Armstrong (Owner & General Manager), Business Manager Trevor Ward, the daughters Audrey and Emily ('The Wild Angels'), and a small tasting-room staff in Woodinville. Marketing relies on Google and Meta paid acquisition, a quarterly Klaviyo newsletter, regional wine events across Walla Walla/Woodinville/Seattle/Portland/Spokane, and community programming centered on the Virtual Book Club.

Name

Armstrong Family Winery

Legal name

Armstrong Family Winery LLC

Website

https://armstrongwinery.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Armstrong Family Winery is a first-generation family winery founded in 2011 producing small-lot, Old-World-inspired Cabernet Sauvignon, Syrah, and Cabernet Franc from two Walla Walla Valley estate vineyards, sold direct-to-consumer via two tasting rooms, The Cellar Collective wine club, an e-commerce storefront, and limited wholesale distribution.

Ownership category

akta.pro rank

Product category

Winery

NAICS

Wineries (312130), Wineries (31213), Beer, Wine, and Liquor Retailers (44532), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820)

SIC

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), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Wine Tastings & Vineyard/Winery Tours (THAJAGAD)

Keywords

• Estate winery
• Wine club
• Cabernet sauvignon
• Tasting room
• Vacation rental cottage

Headquarters

HQ city

Walla Walla

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Direct-to-Consumer Wine Sales (E-commerce): Online sales of wines through armstrongwinery.com, processed via Commerce7 ecommerce platform. Customers can purchase current releases, with bulk discounts (15% off orders of 12+ bottles) and UPS ground shipping included for qualifying orders. Ships to most U.S. states (excluding Alabama, Arkansas, Delaware, Mississippi, Rhode Island, South Dakota, and Utah).
2. Wine Club Membership (The Cellar Collective): Twice-yearly wine club allocations (March and September) delivering 6 or 12 bottles of hand-selected Artisan Series wines per shipment. Generates recurring subscription revenue with member pricing (20% off Artisan Series, 25% off case purchases), complimentary ground shipping on 6+ bottle orders, and exclusive member-only access to limited-production wines.
3. Tasting Room Tastings: Guided classic tastings at the Downtown Walla Walla and Woodinville tasting rooms. Classic tasting is $20/person, waived with $50+ purchase or wine club membership. Private event rentals are also available at both locations for corporate events and private parties.
4. Wholesale Distribution: Distribution via Well Crafted Beverage, placing Armstrong Family wines in bottle shops and restaurants in Maryland, Virginia, and Washington D.C. Started in 2019.
5. Vineyard Cottage Rental: The Armstrong Vineyard Cottage — a 2-bedroom vacation rental house on the 22-acre farm property — is rented through Walla Walla Vacation Rentals. Wine club members receive discounts on cottage stays. Wine can be delivered to the cottage for guests.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Armstrong Family Winery produces and sells small-lot, Old-World inspired wines from two estate vineyards (Wheat Ridge and Valley Grove) in the Walla Walla Valley AVA, with a portfolio centered on Cabernet Sauvignon, Syrah, and Cabernet Franc. The winery sells primarily direct-to-consumer through two tasting rooms (Downtown Walla Walla and Woodinville), an e-commerce storefront, and the Cellar Collective wine club, with supplementary wholesale distribution in MD, VA, and D.C. via Well Crafted Beverage and an on-site Vineyard Cottage vacation rental.

Product overview

Armstrong Family Winery is a first-generation family winery producing wines of restraint and place from Walla Walla Valley. The core offering includes Artisan Series small-production wines and Heritage Barn Collection wines sold through the Cellar Collective wine club (offering Cellar Collective 6 and Cellar Collective 12 tiers), direct online sales, and tasting rooms in Downtown Walla Walla and Woodinville. The winery operates the Armstrong Vineyard Cottage as a vacation rental. The product portfolio centers on Cabernet Sauvignon, Syrah, and Cabernet Franc from two estate vineyards (Wheat Ridge Estate and Valley Grove Estate), complemented by partnerships with Les Collines, Seven Hills, Discovery, and Copeland vineyards. Wine experiences include Classic Tastings, Private Events, and the Virtual Book Club. Discounts of 15% off apply for orders of 12+ bottles.

Differentiator

Problem solved

Functional benefit

Brands

• The Cellar Collective: Armstrong Family Winery's wine club community for those who believe in Old-World inspired winemaking. Members receive priority access to small-production Artisan Series wines, preferred pricing (20% off Artisan Series, 25% off case purchases), complimentary ground shipping on 6+ bottles, and member-only discounts on Heritage Barn Collection wines.
• Artisan Series
• Heritage Barn Collection

Products and services

• Current Release Wines
• The Cellar Collective Wine Club
• Artisan Series Wines
• Heritage Barn Collection Wines
• Classic Tasting Experience
• Armstrong Vineyard Cottage
• Private Event Venue Rental

Quantifiable outcome

• Dozens of wines rated 90+ by international wine reviewers; multiple Double Gold and Best in Class awards
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Well Crafted BeveragecoreChannel Partner/ Reseller/ Distributor · 1 January 2019Armstrong Family Winery's first distribution partnership, placing wines in bottle shops and restaurants across Maryland, Virginia, and Washington D.C. This partnership marked the company's first move beyond direct-to-consumer sales into wholesale distribution, beginning with the 2019 harvest.
• Walla Walla Vacation RentalscoreChannel Partner/ Reseller/ DistributorWalla Walla Vacation Rentals manages all reservations and guest communications for the Armstrong Vineyard Cottage, a 2-bedroom vacation rental on the winery's farm property. They offer 24-hour guest communications. Wine club members receive discounts on cottage bookings through this partner.
• Commerce7coreTechnology or IntegrationCommerce7 is the ecommerce platform powering armstrongwinery.com's online wine sales, order processing, customer account management, and wine club membership administration. Commerce7 is PCI compliant (Level 1 Service Provider), undergoes quarterly security scans and annual third-party audits, and securely stores credit card tokens.
• Google AdsminorGTM or Marketing PartnerGoogle Ads is used for retargeting and search advertising, allowing Armstrong Family Winery to reach potential customers across Google's advertising network. Limited, hashed customer data (email addresses) may be shared with Google for custom and lookalike audience creation.
• Meta Ads (Facebook/Instagram)minorGTM or Marketing PartnerMeta Ads platform is used for retargeting and targeted advertising on Facebook and Instagram. Hashed customer email data may be shared with Meta for custom and lookalike audience targeting. Customers can opt out via Facebook Account Center settings.
• UPSminorOthersUPS is the carrier of choice for wine shipments. UPS Ground shipping is provided at current market rates. Customers selecting expedited shipping pay all charges regardless of membership or purchase amount. Armstrong recommends customers create a free UPS My Choice account to manage deliveries.
• Patterson CellarsminorStrategic or Co-development PartnerBefore founding Armstrong Family Winery, Tim Armstrong worked nights and weekends at Patterson Cellars in the Woodinville Warehouse District, gaining hands-on winemaking experience. This was a formative relationship that contributed to Tim's practical education in winemaking.
• Les Collines VineyardminorStrategic or Co-development PartnerPartner vineyard to be featured on the Our Vineyards page. Located in the Walla Walla Valley. Long-term partnerships with exceptional growers who share Armstrong's farming values, contracting specific acres or rows to be farmed to the winery's specifications.
• Seven Hills VineyardminorStrategic or Co-development PartnerPartner vineyard to be featured on the Our Vineyards page. Located in the Walla Walla Valley. Part of the small handful of exceptional regional growers Armstrong contracts with for specific acreage.
• Discovery VineyardminorStrategic or Co-development PartnerPartner vineyard located in Horse Heaven Hills. Part of the winery's long-term partnerships with select growers who farm to Armstrong's specifications.
• Copeland VineyardminorStrategic or Co-development PartnerPartner vineyard located in Rattlesnake Hills/Yakima Valley. Part of the winery's network of contracted growers who farm specific acreage to Armstrong's standards.

Scale indicators5 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• L'Ecole No 41: Family-owned Walla Walla Valley winery producing estate-grown Cabernet Sauvignon, Merlot, and Syrah with a long history of national critical recognition; directly comparable in scale, location, varietal focus, and DTC-plus-distribution model.
• Seven Hills Winery: Walla Walla Valley estate winery focused on Cabernet Sauvignon, Merlot, and Bordeaux-style blends; comparable in estate-vineyard ownership, family/founder ownership, and emphasis on terroir-driven Walla Walla AVA wines.
• Long Shadows Vintners: Walla Walla winery producing ultra-premium Cabernet Sauvignon, Syrah, and Meritage-style blends from Columbia Valley fruit; comparable in Walla Walla AVA location, premium positioning, and critic acclaim at slightly larger scale.
• Patterson Cellars: Woodinville Warehouse District winery where Tim Armstrong learned winemaking before founding Armstrong; comparable in Woodinville tasting room presence, small-production estate-style winemaking, and family/founder operations.
• Sleight of Hand Cellars: Small Walla Walla producer of Cabernet Sauvignon, Syrah, and red blends sold primarily DTC with a cult wine-club following; highly comparable in size, varietal focus, and wine-club-driven recurring revenue model.
• Cayuse Vineyards: Iconic Walla Walla Valley winery known for estate Syrah and Cabernet Franc with biodynamic farming and highly allocated mailing list; comparable in estate vineyard focus, minimal-intervention philosophy, and scarcity-driven wine club economics.
• Betz Family Winery: Boutique family winery in Walla Walla producing Cabernet Sauvignon, Syrah, and Bordeaux-style blends with strong national critic scores; comparable in small-production estate focus, family ownership, and DTC emphasis.
• Woodward Canyon Winery: Long-established family winery in the Walla Walla Valley known for estate Cabernet Sauvignon and Bordeaux-style blends; comparable in founder-led ownership, estate vineyard focus, and national critical acclaim at similar scale.

Broad incumbents

• Chateau Ste. Michelle: Washington state's largest and most established winery with broad national distribution of Columbia Valley Cabernet, Merlot, and Chardonnay; comparable in Washington origin and varietal mix but far larger and broadly distributed rather than boutique DTC.
• Charles Smith Wines (K Vintners): Washington-based producer of bold Cabernet Sauvignon, Syrah, and red blends from Columbia Valley fruit with national DTC and wholesale presence; comparable in varietal focus and Washington sourcing but operates at substantially larger scale with broader distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/armstrongwinery
• Facebookfacebook.com/AFWWallaWalla
• LinkedInlinkedin.com/company/armstrong-family-winery

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Armstrong Family Winery