What Ashes & Diamonds Winery does

Ashes & Diamonds Winery is a privately held, founder-owned Napa Valley winery established in 2017 by Kashy Khaledi (former MTV and Capitol Records executive) and operated from a Bestor Architecture-designed mid-century modern estate at 4130 Howard Lane in the Oak Knoll District. The winery produces a portfolio of approximately 18+ terroir-driven wines — single-vineyard bottlings (Vineyard II on Diamond Mountain, Mountain Peak Cabernet Sauvignon on Atlas Peak, Rancho Pequeño Cabernet Sauvignon in Oakville), Napa Valley blends (Cabernet Franc, Cabernet Sauvignon, Grand Vin, Mountain Cuvée), and lighter styles (Rosé, Rosa, Blanc, Chardonnay, Crémant) — alongside library/vertical sets and a merchandise line.

The underlying production technology is a low-intervention, zero-zero winemaking approach: native yeast fermentation, minimal to zero sulfur additions, organic and biodynamic vineyard management, and rare filtration. Grapes are sourced from biodynamically farmed Rancho Pequeño (Araujo family, Oakville), Bates Ranch (fourth-generation, Santa Cruz Mountains at 2,100 ft), Saffron Vineyard (Mt. Veeder), Mountain Peak (Atlas Peak), and the home A&D Vineyard in Oak Knoll. Winemaking is led by Steve Matthiasson, Diana Snowden Seysses, and Michael Cruse, three of Napa's most decorated consultants.

The business model is almost entirely direct-to-consumer: online e-commerce (DTC shipping into California and permitted states), an on-site tasting room with five experience tiers priced $45–$185, a three-tier (3/6/12 bottle) perpetual wine club with bi-annual shipments and partner benefits, digital gift cards ($50–$250), and the A&D Traveler hospitality program with Alila, Proper, 1 Hotel, and Solage. Pricing spans $45 entry-level wines to $410 library sets. Customer targeting is explicitly skewed toward millennials and Gen Z (Khaledi cites ~20% Gen Z), positioning the brand against the conventional perception of Napa as an older-demographic category.

Name

Ashes & Diamonds Winery

Legal name

Ashes & Diamonds Winery

Website

https://ashesdiamonds.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Ashes & Diamonds is a Napa Valley boutique winery producing low-intervention, terroir-driven wines (Cabernet Franc, Cabernet Sauvignon, and lighter styles) for direct-to-consumer sale through its own e-commerce, wine club, and tasting room. It targets millennials and Gen Z wine enthusiasts via a mid-century modern brand built around zero-zero winemaking and acclaimed consulting winemakers.

Ownership category

akta.pro rank

Product category

Winery

NAICS

Wineries (312130), Grape Vineyards (111332), Beer, Wine, and Liquor Retailers (44532)

akta.pro primary industry

Wine Production & Winemaking (AFAFAAAB)

akta.pro secondary industries

Wine & Sparkling Wine Wineries & Brands (CRADAIAB), Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine Tastings & Vineyard/Winery Tours (THAJAGAD)

Keywords

• Napa Valley wines
• Low-intervention winemaking
• Wine club memberships
• Wine tasting experiences
• Direct-to-consumer wine sales

Headquarters

HQ city

Napa

HQ country

United States

HQ region

North America

Offices1 record

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. Direct Wine Sales: Direct-to-consumer wine sales through the winery's e-commerce platform. Wines are sold in limited quantities with member pricing for wine club members. Prices range from $45 to $410 per bottle depending on the wine and vintage.
2. Wine Club Memberships: Three-tier perpetual membership program (3, 6, and 12 bottles) with bi-annual shipments. Members receive preferred pricing, complimentary tastings, exclusive wines, and access to resort pool passes and partner hotel rates.
3. Tasting Experiences: On-site tasting experiences ranging from $45 (A&D Teaser) to $185 (A&D Wines + Food) per person. Includes wine and food pairings, cheese accompaniments, and rare wine tastings.
4. Gift Cards: Digital gift cards sold in $50, $100, and $250 denominations for use on wine purchases and tastings.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Ashes & Diamonds Winery produces and sells terroir-driven, low-intervention Napa Valley wines (including Cabernet Franc, Cabernet Sauvignon, Chardonnay, Blanc, Rosé, Rosa, Grand Vin, Vineyard II, Mountain Cuvée, and Mountain Peak) directly to consumers through its e-commerce site and on-site tasting room. The winery also operates a three-tier wine club membership with bi-annual shipments and offers curated guided tasting experiences at its mid-century modern Napa estate.

Product overview

Ashes & Diamonds Winery is a Napa Valley winery producing terroir-driven, minimal-intervention wines. The portfolio consists of single-vineyard wines (Vineyard II, Mountain Cuvée, Grand Vin, Mountain Peak Cabernet Sauvignon), blended wines (Cabernet Franc, Cabernet Sauvignon, Blanc, Rosé, Rosa, Chardonnay), curated sets (Summer Set, Cellar Set, Library Set, Diamond Vintages), and a wine club membership. All wines are made with light-handed winemaking and focus on Old World-style elegance with lower alcohol content. The winery also offers wine tasting experiences at its mid-century modern estate and operates a merchandise line.

Differentiator

Problem solved

Functional benefit

Products and services

• Zero-Zero Wines (Chardonnay №4 2025, Rosa №6 2025) Natural wines vinified with zero additions; the Chardonnay №4 2025 is a skin-contact white with golden hue between orange and white featuring sweet cider and quince balanced by bright citrus and minerality, and the Rosa №6 2025 is a Cabernet Franc / Sangiovese blend rosé with skin contact offering ruby-red color and crunchy red fruit with a slightly spritzy finish. Aimed at wine enthusiasts seeking no-additive, low-intervention bottlings.
• Estate Blends (Blanc, Rosé, Cabernet Franc, Cabernet Sauvignon) Terroir-driven estate blends from Napa Valley vineyards such as Oak Knoll District, Yountville, and Los Carneros. Blanc №9 2023 is a Sauvignon Blanc / Sémillon blend; Rosé №10 2025 is Cabernet Franc; Cabernet Franc and Cabernet Sauvignon bottlings are restrained, naturally balanced wines from volcanic and alluvial soils. Priced $45–$105 per bottle for individual consumers seeking food-friendly, lower-alcohol Napa wines.
• Single-Vineyard Wines (Vineyard II, Mountain Cuvée, Grand Vin, Mountain Peak Cabernet Sauvignon, Rancho Pequeño Cabernet Sauvignon) Limited-production, single-vineyard bottlings from elite sites including Diamond Mountain (Vineyard II, west-facing only-on-the-AVA slope), Bates Ranch in the Santa Cruz Mountains (Mountain Cuvée, four-generation-old dry-farmed vines), Mountain Peak on Atlas Peak (organic, 1,400 feet), Rancho Pequeño in Oakville (biodynamic, Araujo family), and the Ashes & Diamonds Vineyard (Grand Vin proprietary Merlot/Cabernet Franc blend of 30+ year-old vines). Priced $95–$170 per bottle for collectors and enthusiasts.
• Library Sets and Verticals (A&D Library Set 2016-2019, Cabernet Franc Vertical 2021-2023, Diamond Vintages Cabernet Franc 2016-2018, Cellar Set, Summer Set) Curated, multi-bottle packages showcasing flagship vineyards, vintages, and seasonal themes. Includes the A&D Library Set 2016-2019 (Rancho Pequeño 2017, Grand Vin 2016, Cabernet Franc 2019, $410), Cellar Set featuring 2022 Mountain Peak and 2022 Cabernet Franc ($280), Cabernet Franc Vertical 2021-2023 ($250), Diamond Vintages Cabernet Franc 2016-2018 ($210), and Summer Set №5 2025 ($140). Aimed at collectors and gifting customers.
• A&D Wine Club Membership (3, 6, and 12 Bottle Tiers) Three-tier wine club membership (3, 6, or 12 bottles per shipment, two shipments per year). Members receive preferred pricing, complimentary tastings and shipping (on 6- and 12-bottle tiers), exclusive access to allocated wines, and partner benefits including resort pool access (Alila Napa Valley), partner hotel preferred rates (Proper Hotels, 1 Hotel San Francisco, Solage Calistoga), and complimentary movie tickets through Cameo Cinema and Vidiots. Designed for committed individual consumers seeking recurring access to the portfolio.
• A&D Gift Cards Digital gift cards redeemable online and in-person for wine purchases and tastings, available in $50, $100, and $250 denominations. Aimed at gift-givers and new-customer acquisition.
• Tasting Experiences (A&D Teaser, A&D Wines, A&D Wines + Cheese, A&D Rare Wines & Provisions, A&D Wines + Food, A&D Member Picnic) Multi-tier guided tastings at the Napa estate ranging from A&D Teaser ($45 per person, three wines with sunset views) to A&D Wines + Food ($185 per person, five-course seasonal prix-fixe with wine pairings). In-between tiers include A&D Wines ($60), A&D Wines + Cheese ($75, with local cheeses and focaccia), and A&D Rare Wines & Provisions ($95, off-menu single-vineyard wines with rare aged cheeses). A&D Member Picnic is complimentary for wine club members. Targeted at experience-seeking visitors and resort travelers.
• Winery Merchandise (Tote Bag, Sweatshirts, T-Shirts, Grand Vin T-Shirt) Branded merchandise priced $25–$55, including Tote Bag ($25), Black/White Sweatshirt ($55), T-Shirts ($30), and the Grand Vin T-Shirt ($30). Sold to wine enthusiasts and tasting-room visitors for brand affinity.

Quantifiable outcome

• Recognized as Wine & Spirits Top 100 Winery (2021)
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Bestor Architecture (Barbara Bestor)coreStrategic or Co-development Partner · 1 January 2024Los Angeles architecture firm designed the winery's distinctive mid-century modern complex featuring zig-zag roof, porthole windows, and modular buildings with terrazzo floors.
• Partner Hotels (A&D Traveler Program)minorGTM or Marketing Partner · 1 January 2024Hotels including Alila Napa Valley, Proper Hotels, 1 Hotel San Francisco, Solage Calistoga offering preferred rates and pool access to wine club members.
• Cameo Cinema (Napa) and Vidiots (Los Angeles)minorGTM or Marketing Partner · 1 January 2024A&D Cinema Club provides complimentary movie tickets for the first Friday of every month to members, supporting these 501(c)(3) arts and culture institutions.
• Karen O (Yeah Yeah Yeahs)minorGTM or Marketing Partner · 1 January 2020Artist collaboration creating 18 hand-painted magnum bottles of rosé to raise funds for the Black Trans Community during the pandemic.
• Steve MatthiassoncoreStrategic or Co-development Partner · 1 January 2017Winemaker and consultant who has worked with historic vineyards including Stag's Leap Wine Cellars, Spottswoode, Araujo Estate, and Dalla Valle. Won Food & Wine and San Francisco Chronicle Winemaker of the Year awards. Committed to viticulture-first approach.
• Diana Snowden SeyssescoreStrategic or Co-development Partner · 1 January 2017Napa Valley native and Burgundian by adoption, uses old-world tradition and new-world rigor to craft terroir-driven wines. Member of Académie Internationale du Vin and Porto Protocol Foundation global steering committee.
• Michael CrusecoreStrategic or Co-development Partner · 1 January 2017San Francisco Chronicle Winemaker of the Year 2016, focuses on sparkling wines and new-world refinements as lens to illuminate terroir. Founded Ultramarine (2008) and Cruse Wine Company (2013).
• Bart and Daphne Araujo (Rancho Pequeño Vineyard)coreStrategic or Co-development Partner · 1 January 2017Araujo family property in Oakville farmed biodynamically. Deep alluvial loam soils with high water table requiring minimal irrigation.
• Lisa Chu (Saffron Vineyard)coreStrategic or Co-development Partner · 1 January 2017Organically farmed Mt. Veeder site at 1,500 feet altitude with deep-rooted Merlot and Cabernet Franc in thin uplifted marine sediment and fractured shale soils.
• Bates Ranch (Santa Cruz Mountains)coreStrategic or Co-development Partner · 1 January 2017Four-generation-old historic vineyard near Mount Madonna at 2,100 feet altitude with extreme southeast slope. Cabernet Franc planted in 1972, dry-farmed in well-drained silt soils.
• Brian RoettingercoreStrategic or Co-development Partner · 1 January 2017Graphic designer known for album covers including Jay-Z's Magna Carta Holy Grail and Mark Ronson's Back to Black. Created winery's distinctive scrambled-letter labels.
• Emma Sears (Resident Chef)coreStrategic or Co-development Partner · 1 January 2017In-house chef creating seasonal food pairings for tasting experiences including the California Nouvelle menu featuring local farm ingredients.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Donkey & Goat Winery: Berkeley-based natural/low-intervention winery producing skin-contact whites, reds, and sparkling wines from organic/biodynamic vineyards with similarly low-SO2 or zero-zero winemaking. Pioneers in the natural-wine space that resonates with the same millennial/Gen Z buyer Ashes & Diamonds targets.
• Arnot-Roberts Winery: Boutique Napa/Sonoma producer of single-vineyard, low-intervention wines known for restrained, food-friendly styles. Shares A&D's site-first philosophy, limited production (often under 1,000 cases per wine), and direct-to-consumer/allocation model with strong sommelier and critic recognition.
• Ultramarine Wine Co. Michael Cruse's sparkling-wine label emphasizing low-intervention traditional-method bubbles - the same winemaker driving A&D's Crémant and sparkling efforts. Small-batch, allocation-driven DTC producer with strong chef/sommelier followings and overlapping price architecture.
• Cruse Wine Company: Founded by Michael Cruse, A&D's contracted winemaker; produces low-intervention, modern California wines (sparkling and still) targeting younger millennial/Gen Z consumers with DTC and tasting-room focus. Same winemaking signature (minimal intervention, terroir-driven) and overlapping target demographic.
• Matthiasson Winery: Steve Matthiasson's own eponymous label crafted with the same low-intervention, terroir-first approach and Napa Valley sourcing that he brings to Ashes & Diamonds. Operates as a small DTC producer with similarly restrained, food-friendly wines and direct-to-consumer tasting experiences, making it the most direct philosophical comp.

Broad incumbents

• Spottswoode Estate Vineyard & Winery: Historic St. Helena winery producing estate-grown, restrained, age-worthy Napa Cabernet Sauvignon. Comparable positioning to A&D's terroir-driven, lower-alcohol Napa wines and one of the consulting sites for Steve Matthiasson; broader portfolio and longer history but similar stylistic philosophy.
• Stag's Leap Wine Cellars: Iconic Napa Valley Cabernet producer with broad portfolio spanning multiple price tiers and channels. Uses Steve Matthiasson as a consulting winemaker (per team profile) but operates at far larger scale across wholesale, DTC, and tasting rooms; comparable in geography and varietal focus but with much larger distribution footprint.
• Schramsberg Vineyards: Historic Napa sparkling-wine producer with broad distribution across DTC, wholesale, and on-premise channels. Comparable Napa DTC and tasting-room footprint but with much larger production scale and a sparkling specialization that intersects with A&D's Crémant program.

Emerging players

• Jolie-Laide Wines: Boutique low-intervention California producer focusing on skin-contact whites, pét-nat, and field-blend reds distributed primarily DTC and through natural-wine channels. Shares A&D's natural-leaning, design-forward aesthetic and small-batch allocation model but with earlier-stage scale and more limited tasting-room infrastructure.
• Cayuse Vineyards: Biodynamically farmed Washington State (Walla Walla) producer of restrained, mineral-driven wines from stony soils, with a similar terroir-first, low-intervention philosophy and cult-like allocation demand. Geographic separation qualifies it more as a thematic comp than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ashesdiamondswine
• Instagraminstagram.com/ashesxdiamonds/?hl=en
• Pinterestpinterest.com/ashesxdiamonds

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Ashes & Diamonds Winery