Llano Wine

What Llano Wine does

Llano Estacado Winery (DBA Llano Wine) is a privately held Texas winery founded in 1976 in Lubbock by Texas Tech University professors and local investors with the stated goal of proving that premium wine could be made in Texas. It operates as the largest premium winery in Texas, producing more than 100,000 cases annually from a state-of-the-art production facility, and sources fruit from a curated network of ten Texas High Plains and Hill Country partner vineyards. The company's product portfolio includes the flagship Llano Estacado Wine Collection (reds, whites, sparkling, sweet, and fruit wines), the recently acquired Airis'Ele Vineyards Hill Country brand, gift cards, and private event hosting for up to 200 guests.

The business generates revenue through four channels: wholesale distribution to Texas retail accounts (where Llano holds a 40% share of Texas wine retail sales under the historical Hymand-era footprint that current distribution lead Bill Freidhof maintains), direct-to-consumer sales at tasting rooms (Lubbock flagship, Airis'Ele in Fredericksburg, and the Cactus Alley urban tasting room opening Spring 2026), a tiered quarterly Wine Club subscription with three bottle-count tiers, and event-based revenue (Sip & Paint, Clay & Wine Festival, Mahjong Night, vineyard dinners, weddings, and corporate events). Pricing is unit-based for tastings ($20-45) and events ($20-50), with subscription pricing for the wine club. Distribution is concentrated in Texas, with historical international reach into Europe, Japan, and Russia that is not the current focus.

In August 2025, the winery was acquired by a new investor group led by wine industry veteran Bret Perrenoud (General Manager, former 17-year GM of Becker Vineyards) and Aaron Handler (CEO), with Lubbock-based investors Kevin Glasheen and Noe Valles. The new ownership has articulated a multi-year expansion plan including a Fredericksburg flagship winery on Wine Road 290 (2026), a Fredericksburg Main Street tasting room (2025), a Lubbock Cactus Alley urban tasting room (Spring 2026), and a downtown Fredericksburg flagship (2027), positioning Llano to deepen Hill Country wine tourism exposure while retaining its dominant West Texas retail and production position.

Name

Llano Wine

Legal name

Llano Estacado Winery

Website

https://llanowine.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

11–50 employees

Short description

Llano Estacado Winery is a 1976-founded Texas winery and the state's largest premium producer, making over 100,000 cases annually under the Llano Wine and Airis'Ele brands for Texas retail, DTC tasting rooms, wine club subscribers, and event hosts.

Ownership category

akta.pro rank

Product category

Wine Production

NAICS

Wineries (31213), Beer, Wine, and Liquor Retailers (44532)

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

Keywords

• Texas wine production
• Winery tasting experiences
• Wine club membership
• Premium wine manufacturing
• Vineyard event hosting

Headquarters

HQ city

Lubbock

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Wine Sales: Direct-to-consumer wine sales through winery tasting rooms and online shop. Wine sold by the bottle, glass, and through wine flights.
2. Wine Club Membership: Quarterly wine club shipments with 3-bottle, 6-bottle, and 12-bottle options. Members receive 20% off all wine, complimentary tastings, and first access to new releases and special events.
3. Private Events & Venue Rental: Wedding, corporate events, and private party hosting at Lubbock winery venue. Events accommodate up to 200 guests with customizable catering options.
4. Retail Distribution: Wholesale distribution to retail stores across Texas. Dominant position in retail distribution accounting for 40% of Texas wine retail sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Llano Wine (Llano Estacado Winery) is a Texas beverage manufacturer that produces a wide range of award-winning wines from Texas High Plains vineyards, including bold reds, crisp whites, sparkling wines, and sweet wines. The company sells these wines through tasting rooms, a tiered Wine Club with quarterly shipments, an online shop, retail distribution across Texas, private event hosting, and recurring wine events and festivals.

Product overview

Llano Estacado Winery is a Texas wine producer founded in 1976 in Lubbock, operating as the largest premium winery in Texas with production of over 100,000 cases annually. The product portfolio centers on the core Llano Estacado Wine Collection featuring award-winning Texas reds, crisp whites, sparkling wines, and sweet wines sourced from Texas High Plains vineyards. The portfolio expanded with the acquisition of Airis'Ele Vineyards in Fredericksburg, adding Hill Country wines to their offerings. Additional products and services include a Wine Club Membership with tiered subscription options (3-bottle, 6-bottle, 12-bottle clubs), wine experiences (Legacy Tours, Wine Tastings, Class on Glass), Private Events hosting for weddings and corporate gatherings, and Gift Cards. The company operates multiple tasting room locations including their main Lubbock winery, Airis'Ele Vineyards in Fredericksburg, and an upcoming Cactus Alley urban tasting room in Lubbock (Spring 2026).

Differentiator

Problem solved

Functional benefit

Brands

• Airis'Ele: Acquired winery and tasting room in Fredericksburg, Texas Hill Country. Offers wines alongside the Llano Estacado portfolio with upscale tasting experiences.

Products and services

• Viva Limón Sweet citrus wine with bright, sparkling citrusy sweetness, suited for spring entertaining and appetizer pairings; produced and sold by Llano Estacado Winery for wine consumers and tasting room visitors.
• Sparkling Rosé Crisp, refreshing sparkling rosé with fruit notes for celebrations and appetizer pairings; produced and sold by Llano Estacado Winery.
• Pinot Grigio Light-bodied white wine with high acidity and citrus/herbaceous character, marketed with spring salads and light dishes; sold by Llano Estacado Winery.
• Signature Rosé Lively, fruit-forward rosé with bright, zesty flavors marketed for seasonal pairings and spring entertaining; sold by Llano Estacado Winery.
• Vermentino White wine with acidity and fruity/herbal character, paired with butter-herb roasted chicken and spring dishes; sold by Llano Estacado Winery.
• Chardonnay White wine with citrus and crisp character for creamy dishes such as scalloped potatoes; the wine that earned Llano its 1984 San Francisco International Wine Competition Double Gold Medal; sold by Llano Estacado Winery.
• Airis'Ele Tempranillo Fruit-forward red wine with subtle spice from Airis'Ele Vineyards, marketed with grilled lamb chops; sold under the Airis'Ele brand now in the Llano Estacado portfolio.
• Cellar Reserve Merlot Medium-tannin red wine with berry character paired with smoked honey ham; sold by Llano Estacado Winery as part of its Cellar Reserve line.
• Black Cherry Fruit Wine Fruit wine featuring black-cherry notes positioned with berry desserts such as fresh berry fruit tarts; sold by Llano Estacado Winery.
• Riesling White wine with sweet-tart balance marketed with rich desserts like carrot cake with cream cheese frosting; sold by Llano Estacado Winery.
• Wine Club Membership Tiered subscription club with quarterly shipments of Llano wines; members get 20% off wine, complimentary tastings for member and guests, discounts on events/food/merchandise, first access to new releases, and member-only socials across 3-bottle, 6-bottle, and 12-bottle tiers.
• Wine Tasting Standard paid wine tasting experience offered at the Lubbock winery ($20 per person) and at Airis'Ele Vineyards in Fredericksburg ($25 per person for five 1 oz pours of rotating wines); for individual visitors and tourists seeking to sample Llano's wine portfolio.
• Legacy Tour 90-minute guided winery tour at the Lubbock flagship featuring five 1 oz tastings paired with cheese and charcuterie, available Friday–Sunday at $40 per person; for visitors seeking a premium tasting-room experience.
• Class on Glass Special tasting experience at Airis'Ele Vineyards in the Board Room overlooking the tasting room and oaks, available Friday–Sunday at $45 per person; for visitors seeking an upscale tasting experience.
• Private Events Wedding and event venue service at the Lubbock winery offering indoor and outdoor spaces for ceremonies, receptions, rehearsal dinners, corporate gatherings, and celebrations for up to 200 guests with customizable catering; for couples, corporations, and individuals hosting private events.
• Gift Cards Gift cards purchasable from the Llano Wine online shop and usable toward wine, events, and tasting experiences; for individual gift-givers and wine enthusiasts.
• Wine Events Ticketed winery events at Lubbock and Fredericksburg locations including wine release parties, live music nights, seasonal festivals (e.g., Peach Festival, Clay & Wine Festival), vineyard dinners, Sip & Paint, Mahjong Night, and Sip & Scrap; for wine enthusiasts and lifestyle event attendees.
• Airis'Ele Vineyards Tasting Room and Brand Hill Country winery and tasting room in Fredericksburg acquired as part of the Llano Estacado portfolio in 2025, offering Airis'Ele and Llano Estacado wines with sweeping views, indoor tasting room, covered patios, executive board room, and private outdoor bar space.

Quantifiable outcome

• Most wins at San Francisco Chronicle Wine Competition with 2 Best of Class titles and Double Gold medal
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core.

• Airis'Ele VineyardscoreStrategic or Co-development Partner · 12 August 2025Airis'Ele Vineyards founded by the Perrenoud family was acquired and now operates as part of the Llano Estacado portfolio. Located in Fredericksburg, Texas Hill Country. Features upscale tasting room with sweeping views, covered patios, and large oak trees. Bret Perrenoud serves as owner and General Manager of Llano.
• Cantel County VineyardcoreStrategic or Co-development PartnerVineyard partner located in Lamesa, TX. One of Llano Estacado's carefully selected vineyard partners providing exceptional fruit expressing Texas terroir.
• Dell Valley VineyardcoreStrategic or Co-development PartnerVineyard partner located in Dell City, TX. Part of Llano Estacado's network of premier Texas vineyards.
• Farmhouse VineyardscoreStrategic or Co-development PartnerVineyard partner located in Brownfield, TX. Contributes to Llano Estacado's diverse Texas terroir expression.
• Kubacak VineyardscoreStrategic or Co-development PartnerVineyard partner located in Tahoka, TX. One of the carefully selected vineyards supplying Llano Estacado.
• Lilli of the Vine VineyardcoreStrategic or Co-development PartnerVineyard partner located in Lamesa, TX. Supplies grapes for Llano Estacado wines.
• Newsom Family FarmscoreStrategic or Co-development PartnerVineyard partner located in Levelland, TX. Part of the vineyard partner network.
• One Elm VineyardscoreStrategic or Co-development PartnerVineyard partner located in New Home, TX. Contributes to Llano Estacado's Texas wine portfolio.
• Reddy VineyardcoreStrategic or Co-development PartnerVineyard partner located in Brownfield, TX. One of the Texas vineyards supplying Llano Estacado.
• Tallent VineyardscoreStrategic or Co-development PartnerVineyard partner located in Mason, TX. Supplies grapes for Llano Estacado's diverse wine offerings.
• Veesart VineyardscoreStrategic or Co-development PartnerVineyard partner located in Shallowater, TX. One of Llano Estacado's Texas vineyard partners.

Scale indicators5 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• Fall Creek Vineyards: Texas winery founded in 1975 (contemporaneous with Llano) with multiple tasting rooms across Texas Hill Country and the Texas Hill Country. Comparable heritage, scale, and DTC tasting-room model.
• Messina Hof Winery: One of Texas's largest and oldest wineries, with multi-location tasting rooms, wine club, hospitality, and an annual production scale similar to Llano. Comparable Texas producer with parallel DTC and event-driven model.
• Pedernales Cellars: Texas Hill Country winery producing 100% Texas-grown wines with a tasting room, wine club, and Fredericksburg-area DTC footprint directly competitive with Llano's planned Fredericksburg flagship.
• Bending Branch Winery: Texas Hill Country estate winery focused on sustainable and innovative winemaking with tasting room and wine club. Comparable DTC and Texas terroir positioning, though at smaller production scale.
• Grape Creek Vineyards: Texas Hill Country winery with tasting rooms, wine club, and event hosting on Wine Road 290 in Fredericksburg. Directly comparable experiential and DTC model in the same corridor Llano is entering.
• William Chris Vineyards: Texas Hill Country estate winery emphasizing 100% Texas-grown wines, with a wine club and tasting room focus. Comparable DTC, terroir-driven positioning, and wine-club economics.
• Becker Vineyards: Major Texas Hill Country winery with tasting room, events, and wine club; led for 17 years by Bret Perrenoud before he moved to lead Llano Estacado. Closest comparable on size, Hill Country DTC model, and operational leadership lineage.

Emerging players

• Winc: DTC wine subscription club with data-driven personalization, while Llano offers traditional tiered wine club subscriptions. Comparable on subscription/DTC mechanics and recurring-revenue model, though Winc is national digital-first versus Llano's tasting-room-anchored approach.

Broad incumbents

• Trinchero Family Estates: Major U.S. wine producer (Sutter Home, Menage a Trois) with national wholesale presence across Texas retail. Comparable as a broad incumbent competing for Texas shelf space and on-premise placements.
• E. & J. Gallo Winery: Largest wine producer in the world with broad portfolio across price points and massive U.S. wholesale distribution. Relevant as the broad incumbent whose labels dominate Texas retail shelves alongside Llano.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/LlanoWine
• Facebookfacebook.com/llanowine

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

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 Llano Wine