Painting & Vino

What Painting & Vino does

Painting & Vino is a privately held, founder-operated mobile paint and sip business headquartered in San Diego, California, founded in late 2011 by Christopher Muylle and his wife Jessica Muylle. The company delivers step-by-step, professionally instructed painting classes at partner venues such as wine bars, breweries, and restaurants across 13 directly operated U.S. metropolitan areas, with additional reach into 100+ cities through a network of brand licensees. Its technology stack is straightforward: a central content library of more than 4,000 painting designs, an on-demand video platform with 100+ classes for at-home painting, and an e-commerce layer for ticketing, gift certificates, and subscriptions. Pricing is anchored at $45 per public-event ticket, $39-$90 per person for private events, $20 per on-demand video, and a monthly subscription for the at-home library, with additional revenue from license fees, gift certificates, and premium events on alternative mediums.

The company makes money through five primary streams: per-person public event tickets, private event bookings (corporate team building, birthdays, bachelorettes), on-demand video purchases and subscriptions, gift certificates, and license fees from independent operators who run Painting & Vino-branded businesses. Its licensed and direct distribution model is the core GTM motion, supplemented by partner venue co-marketing, email newsletters, social media, and review-site management. Customers are segmented across adult social consumers, corporate team-building buyers, private celebration planners, and—through the Painting and Kiddos sub-brand—families with children ages 6-17. The company holds a registered trademark on the Painting & Vino brand, claims original-creator status on the on-demand paint and sip format, and was featured as a prize package on CBS's Let's Make a Deal beginning in 2017.

Name

Painting & Vino

Legal name

Painting & Vino

Website

https://paintingandvino.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Painting & Vino is a privately held mobile paint and sip business, founded in San Diego in 2011 by Christopher Muylle, that delivers step-by-step guided painting classes at partner venues across 13 U.S. metros and via a network of 100+ licensees, with on-demand video classes, private events, and a children's sub-brand.

Ownership category

akta.pro rank

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure

Revenue model

1. Public Event Tickets: Per-person ticket sales for scheduled public paint and sip events held at partner venues. Includes all art supplies and 2.5-3 hours of step-by-step instruction.
2. Private Event Bookings: Custom private events for birthdays, bachelorettes, corporate team building, and special celebrations. Pricing varies based on group size and event type.
3. On-Demand Video Classes: Individual video purchases ($20 each) for at-home paint and sip experiences. Monthly subscription available for unlimited access to 100+ on-demand classes.
4. Gift Certificates: Gift certificates sold for paint and sip experiences. Never expire and must be redeemed online.
5. Licensing Program: License fees from independent operators who run Painting and Vino branded paint and sip businesses in their local markets.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Painting & Vino operates a mobile paint and sip business that delivers step-by-step guided painting experiences at partner venues (wine bars, breweries, restaurants) across the United States. Its core service is a 3-hour in-person painting class led by a professional artist, with all art supplies included. The company complements in-person events with on-demand video classes, private parties, premium workshops, and a children's sub-brand, and expands its reach through a licensing model.

Product overview

Painting & Vino operates a mobile paint and sip business offering step-by-step guided painting experiences at partner venues across the United States. The core offering consists of In Person Paint and Sip Events held at wine bars, restaurants, and breweries, complemented by an On-Demand video streaming service for at-home painting. The company also offers Private Paint Party Events for custom celebrations, Premium Events with elevated mediums and exclusive designs, and Painting and Kiddos for children's parties. Ancillary offerings include Gift Certificates and a free eBook. The company operates on a licensing model, with franchise opportunities available across major U.S. cities.

Differentiator

Problem solved

Functional benefit

Brands

• Painting and Kiddos: Extension of the national brand offering fun creative painting activities for children ages 6-17. An on-location, mobile art events company that comes to homes or venues of choice.

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Wine and CanvasmajorChannel Partner/ Reseller/ DistributorWine and Canvas is a partner network providing additional paint and sip locations across the United States. Painting and Vino directs customers to Wine and Canvas locations for events in markets where they have partnered rather than direct operations.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bottle & Bottega: Paint-and-sip studio franchise with an art-focused, boutique positioning and a comparable mix of public classes, private events, and team-building bookings.
• Muse Paintbar: Premium-positioned paint-and-sip chain combining food and beverage service with guided painting, overlapping directly with Painting & Vino's premium and corporate offerings.
• AR Workshop: Workshop-based DIY home decor and craft franchise offering instructor-led classes on alternative mediums (wood signs, etc.), closely overlapping with Painting & Vino's premium and private event formats.
• Painting with a Twist: One of the largest paint-and-sip franchise systems in the U.S., offering public sip-and-paint events at its own studios. Closely comparable in core experience and customer demographic.
• Pinot's Palette: National paint-and-sip franchise with a multi-revenue model including private parties, corporate events, and on-demand options, similar to Painting & Vino's structure.
• The Paint Pub: Paint-and-sip studio concept combining art instruction with a full bar menu; competes for similar adult social and celebration occasions.
• Wine and Canvas: National paint-and-sip franchise/event operator with a similar mobile venue model. Already a partnership channel for Painting & Vino in markets where it lacks direct operations, making it both a complementary and competing peer.

Emerging players

• Color Me Mine: Paint-your-own-pottery studio franchise that occupies a related but distinct niche in the guided creative-entertainment category, occasionally cross-shopped with paint-and-sip offerings.

Broad incumbents

• ClassBento: Online marketplace for in-person and online workshops, including painting and craft classes. Provides broader discovery for experiential creative classes and is an indirect alternative to Painting & Vino's own on-demand and public event channels.

Others

• Eventbrite: Event-discovery and ticketing platform that powers ticket sales for many independent paint-and-sip operators. Not a direct competitor but an enabling channel relevant to Painting & Vino's event distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/PaintingandVino
• YouTubeyoutube.com/channel/UC_Lu_moF_yPBMtthVp6Cbpw
• Facebookfacebook.com/paintingandvinohq
• Instagraminstagram.com/paintingandvino

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Painting & Vino