Cellars of Sion

What Cellars of Sion does

Cellars of Sion (Les Celliers de Sion S.A.) is a Swiss wine producer and oenotourism operator headquartered in Sion, Canton of Valais. The company is structured as a partnership between two historic Valais wine families — Bonvin 1858 and Varone Vins — combining their viticulture, production, and brand portfolios under a single Société Anonyme entity. It operates a portfolio of Valais-origin wines across ranges including Syrah, Stricto Sensu, Cuvées 1858, Dahu, and Fendant, and runs the proprietary "Œnoparc," positioned as a wine-themed discovery park on the Bonvin estate in Sierre/Sion.

The business operates two integrated revenue streams: (1) wine production and distribution through wholesale, retail, and a direct-to-consumer e-commerce channel (shop.celliers.ch) with promotional pricing tied to tourism participation, and (2) paid oenotourism experiences — including guided tastings, e-bike tours, gourmet walks, and apéro formats — priced across multiple tiers from approximately CHF 12 to CHF 129. Customers are predominantly end consumers (B2C), regional Swiss retail and HoReCa accounts, and international wine buyers reached through competition circuits. The model cross-subsidizes the two streams, offering wine discounts (e.g., 15% on-site) to activity participants.

The company is family-controlled with no external funding rounds disclosed. Its strategic posture emphasizes heritage, regional terroir differentiation (Valais-specific grape varieties), and recurring on-premise tourism traffic rather than scale-driven distribution. Quality validation is supported by accumulated international competition results across Decanter, Parker, Vinalies, and Concours Mondial de Bruxelles, used as marketing collateral for both DTC and B2B channels.

Name

Cellars of Sion

Legal name

Les Celliers de Sion S.A.

Website

https://celliers.ch

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Cellars of Sion is a Valais-based Swiss winery and oenotourism operator, jointly owned by the Bonvin 1858 and Varone families, producing regional wines and running the Œnoparc wine discovery park with on-site tastings and tours for end consumers.

Ownership category

akta.pro rank

Product category

Winery

NAICS

Wineries (312130), Beer, Wine, and Liquor Retailers (44532)

akta.pro primary industry

Wineries & Vineyards (Tasting Rooms) (THAFALAE)

akta.pro secondary industries

Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Fine Wine & Luxury Spirits Retail (CRANABAE)

Keywords

• Valais wine production
• Wine tourism experiences
• Oenotourism activities
• Wine tasting events
• Swiss winery

Headquarters

HQ city

Sion

HQ country

Switzerland

HQ region

Europe

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. Wine Sales: Sale of wines from Maisons Varone, Bonvin, and Les Celliers de Sion through the e-commerce platform shop.celliers.ch. Wines include Syrah, Stricto Sensu, Cuvées 1858, and Dahu ranges.
2. Oenotourism Activities: Revenue from wine tourism activities including vineyard bike tours, gourmet walks, tasting workshops, discovery tours, and other experiential offerings at the Œnoparc.
3. Event Services: Hosting of events including the Student Swiss Wine Award competition and other wine-related events.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Cellars of Sion (Les Celliers de Sion S.A.) is a Valais winery and oenotourism destination operating the only Œnoparc (wine park) in the canton. It produces and sells premium wines from the partnership of two historic families, Maison Bonvin 1858 and Maison Varone Vins, including the ranges Syrah, Stricto Sensu, Cuvées 1858, Dahu and Fendant, and complements this with paid wine tourism experiences (vineyard tours, tastings, gourmet walks, mystery walks) sold directly to consumers via its own Œnoparc site and e-shop at shop.celliers.ch.

Product overview

Les Celliers de Sion is a unified winery operation representing the partnership of two traditional Valais wine houses — Bonvin 1858 and Varone Vins — combined with an Œnoparc wine tourism center at the heart of Valais. The product portfolio centers on premium Valais wines including Syrah, Stricto Sensu (aged red blend and single-vineyard Pinot), Cuvées 1858 (premium oak-aged selections), Dahu (accessible everyday wines in multiple styles), and Fendant (signature Valais white with regional variants). Wine tourism experiences (electric bike vineyard tours, guided tastings, gourmet walks, blind tastings, group workshops) complement the direct-to-consumer E-Shop for wine sales and activity booking.

Differentiator

Problem solved

Functional benefit

Brands

• Oenoparc: The first wine park in the heart of Valais, offering immersive wine tourism experiences
• Syrah
• Stricto Sensu
• Cuvées 1858
• Dahu
• Varone Vins
• Bonvin 1858

Products and services

• Syrah wine range Syrah wines from the Valais terroir characterized by a unique peppery note, offering a subtle balance between power and finesse. Sold to individual consumers through the company's e-shop and on-site at the Œnoparc.
• Stricto Sensu wine range Premium wine range including a red blend aged 36 months in barrel and a single-vineyard Pinot, known for elegance and refinement; multiple international awards (Decanter 95 points 2023, Vinalies Grand Or 2023). Sold direct-to-consumer through the Celliers de Sion e-shop.
• Cuvées 1858 wine range Premium cuvées featuring carefully selected blends aged in new oak barrels, representing the marriage of ancestral know-how and contemporary excellence from Maison Bonvin 1858. Awards include Decanter 2022 Platinum (97/100), Vinalies 2024 Gold, Parker 92 points 2025.
• Dahu wine range Accessible everyday wines available in red, white, rosé, sparkling rosé and sparkling white; positioned as wines for all instincts and occasions. Sold direct-to-consumer through the Celliers de Sion e-shop.
• Fendant range The signature Valais white wine (Chasselas), including variants such as Sans Culotte, Soleil du Valais, Brûlefer and Grand Cru de Sion. Sold via the Celliers de Sion e-shop and on-site at the Œnoparc.
• Wine Tourism Experiences (Œnoparc activities) Oenotourism activities at the Œnoparc in Sion including electric-bike vineyard tours, guided tastings, gourmet walks paired with meals at Guérite Brûlefer, Mystery Wine blind tasting, the immersive Les Disparus de Brûlefer mystery walk, the Gourmet Visit at Evolène, the Underground Lake visit at Saint-Léonard, group workshops (10+) and self-guided Enomatic tastings. Priced per person from CHF 9 to CHF 129 and booked via Smeetz or directly on-site; activity participants receive 15% off wine purchases on the day.

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

Integration7 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Paolo BassocoreStrategic or Co-development PartnerPaolo Basso, one of six sommeliers to have won both Best Sommelier of Europe (2010) and Best Sommelier of the World (2013), partnered with Celliers de Sion to organize the Student Swiss Wine Award competition. He chaired the jury of influential figures from the Swiss wine and gastronomy world for this inaugural student sommelier competition.
• Swiss Wine PromotioncoreStrategic or Co-development PartnerSwiss Wine Promotion, the national promotion organization for Swiss wines, partnered with Celliers de Sion to organize the Student Swiss Wine Award competition aimed at showcasing Swiss wine diversity to hospitality students.
• SmeetzcoreTechnology or IntegrationSmeetz provides the reservation management platform for Celliers de Sion's oenotourism activities. User data from activity bookings is processed through Smeetz according to their privacy policy.
• DivaltocoreTechnology or IntegrationDivalto is the commercial management software used within Celliers de Sion for order processing, inventory management, and customer data storage. Tebicom has access to data stored in this software.
• WorldlinecoreTechnology or IntegrationWorldline processes online payments for wine orders. PCI-DSS certified for secure payment processing.
• Brevo (Sendinblue)coreTechnology or IntegrationBrevo manages email marketing campaigns and newsletter distribution for Celliers de Sion. PCI-DSS certified service with databases located exclusively within the European Union.
• InfomaniakcoreTechnology or IntegrationInfomaniak hosts website data with servers located in Switzerland. Provides data storage infrastructure for celliers.ch and related websites.
• VinoLog (Swiss Post)minorOthersSwiss Post's VinoLog service delivers wine orders of 6 to 24 bottles (75cl) throughout Switzerland.
• OenoLOGminorOthersOenoLOG handles delivery of wine orders starting from 30 bottles (75cl) throughout French-speaking Switzerland.
• Bonvin 1858coreStrategic or Co-development PartnerHistoric Valais wine house established in 1858. One of two founding families in the partnership that created Les Celliers de Sion. Contributes wine ranges including Cuvées 1858 to the joint venture.
• Varone VinscoreStrategic or Co-development PartnerHistoric Valais wine house. One of two founding families in the partnership that created Les Celliers de Sion. Contributes wine ranges including Stricto Sensu and Viognier to the joint venture.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Familia Torres: Spanish multi-region wine producer with winery tourism, DTC channels and a wide range of premium labels; comparable as a family-controlled wine group layering hospitality on top of production.
• Champagne Bollinger: Established premium sparkling wine house with award-recognized portfolio and structured champagne tourism experiences (visits to cellars); comparable as a tourism-enabled premium wine brand, though significantly larger in scale.
• Moët & Chandon: Largest Champagne brand with high-profile wine tourism offering and deep global distribution; comparable as a benchmark for the scale of premium wine tourism a regional prestige brand can aspire to.

Direct peers

• Marchesi Antinori (Tignanello / Antinori nel Chianti Classico): Italian wine family with estates that operate winery tours, on-site restaurants and direct-to-consumer sales alongside internationally awarded premium portfolios; mirrors Celliers' heritage-family + oenotourism + DTC model.
• Provins: Largest Valais wine producer and federation of cooperatives; directly comparable as a Valais-based winery with multi-range portfolio, on-site sales and regional retail presence competing for the same Swiss consumer wallet.
• Quinta do Crasto: Douro Valley wine estate with vineyard, restaurant and wine-tourism programming; comparable as an estate combining premium production with structured oenotourism and DTC channels.
• Domaines Rouvinez: Family-owned Valais wine estate with vineyard, cellar-door and tourism-style offerings across multiple ranges; comparable to Celliers de Sion's heritage-partnership and Oenoparc-style terroir-led positioning.
• Vins des Chevaliers (Salgesch): Valais wine cooperative offering cellar-door sales and a broad local portfolio; comparable as a Valais-based multi-range wine producer relying on direct regional distribution and tourism-adjacent wine sales.
• Château de Pommard: Burgundy wine estate operating curated tasting and visitor experiences on-site; directly comparable as a premium single-region wine estate layering experiential tourism on top of DTC wine sales.
• Domaine Jean-René Germanier: Premium Valais family winery producing award-winning wines from indigenous grapes (Cornalin, Petite Arvine, etc.); competes head-on for the same premium positioning, regional terroir story and on-trade listings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xfacebook.com/lescelliersdesion
• YouTubeyoutube.com/channel/UC_ewcifXbDtWkC1xmTkwlLQ
• Facebookfacebook.com/lescelliersdesion
• LinkedInlinkedin.com/company/celliers-de-sion
• Instagraminstagram.com/lescelliersdesion

Revenue estimate

Valuation estimate

Number of profiles

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 Cellars of Sion