Mari Vineyards
Mari Vineyards is a private Michigan estate winery on Old Mission Peninsula producing 100% estate-grown wines from 24 grape varieties and selling exclusively direct-to-consumer through its tasting room, online store, and six-tier wine club, with ancillary event services.
- Company typePrivate
- Founded2005
- HeadquartersTraverse City, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Mari Vineyards does
Mari Vineyards is a private, family-founded estate winery established in 2005 and located on Old Mission Peninsula approximately 3.5 miles north of Traverse City, Michigan. The company controls 73 contiguous acres across seven named vineyards (Jamieson, Bella Vista, Neason, Grishaw, McKian, Irish, and Six Feet Under) and produces 100% estate-grown wines from 24 grape varieties, including experimental Italian varietals alongside traditional appellation varieties. The estate's sandy glacial loam soils and MAEAP sustainable certification are positioned as the basis for the winery's premium pricing.
The business operates a fully direct-to-consumer model with no disclosed wholesale or three-tier distribution. Revenue is generated through four streams: on-premise sales at the Traverse City tasting room and wine caves; online direct-to-consumer wine sales shipping to 15 U.S. states via UPS Ground; the six-tier Cavalieri Wine Club (Red, White, Select, Seasonal, Riserva, and Ultima Riserva) on annual commitments with four shipments per year ranging from $75 to over $200 per shipment; and ancillary event services including tiered proposal packages, photography sessions, and a co-developed outdoor yoga series with Yen Yoga & Fitness. Tasting room hours extend seven days a week, with extended evening hours and live music during peak season.
Leadership is anchored by founder and owner Marty Lagina, with operational roles held by Andy Jacobson (Tasting Room Manager), Nicole Chalou (Event Coordinator), and a wine club contact identified as Brad. The company is privately held, has 11-50 employees, and shows no public funding history, parent company, or disclosed M&A activity. Strategic posture emphasizes brand-led, experience-rich DTC monetization of a single fixed asset rather than geographic or volumetric expansion.
Mari Vineyards firmographics
Firmographics- Name
- Mari Vineyards
- Legal name
- Mari Vineyards
- Website
- https://marivineyards.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Mari Vineyards is a private Michigan estate winery on Old Mission Peninsula producing 100% estate-grown wines from 24 grape varieties and selling exclusively direct-to-consumer through its tasting room, online store, and six-tier wine club, with ancillary event services.
- Ownership category
- akta.pro rank
Mari Vineyards industry classification
Industry- Product category
- Winery / Estate Wines
- NAICS
- Wineries (312130), Grape Vineyards (111332)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Wine Production & Winemaking (AFAFAAAB)
- akta.pro secondary industries
- Wineries & Vineyards (Tasting Rooms) (THAFALAE), Grape Growing & Canopy Management (In-Season Vineyard Operations) (AFAGAJAB), Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Wine & Sparkling Wine Wineries & Brands (CRADAIAB)
Keywords
Where Mari Vineyards is headquartered
LocationHeadquarters
- HQ city
- Traverse City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Mari Vineyards business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales
Revenue model
- Direct Wine Sales: Direct-to-consumer wine sales through the tasting room and online store. All wines are 100% estate-grown from 73 acres on Old Mission Peninsula.
- Wine Club Memberships: Recurring wine club shipments delivered 4 times per year. Multiple tiers from Red Wine Club to exclusive Ultima Riserva Club, with annual commitments and member discounts.
- Experiences and Events: Revenue from event hosting including yoga classes, proposal packages, photography sessions, and private space rentals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Ultima Riserva Club - Most exclusive membership with free shipping |
| Subscription | Annual | Riserva Wine Club - Elevated selections for collectors |
| Subscription | Annual | Seasonal Wine Club - Designed for every moment |
| Subscription | Annual | Select Club - Curated mix of Mari favorites |
| Subscription | Annual | White Wine Club - Fresh, crisp, and balanced |
| Subscription | Annual | Red Wine Club - Bold, expressive wines |
| Unit Pricing | Pay-as-you-go | Volume Bottle Discounts |
| Transaction based/ take rate | Annual | Wine Club Shipping |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Mari Vineyards product offering
Product offeringCore offering
Mari Vineyards is a single-estate winery producing 100% estate-grown red and white wines from 73 acres of planted grapes across seven vineyards on Old Mission Peninsula. It sells bottles through its tasting room and online store, distributes via a six-tier Cavalieri Wine Club with quarterly shipments, and hosts on-site experiences including tastings, tours, proposal packages, photography sessions, and yoga classes.
Product overview
Mari Vineyards is a single-estate winery on Old Mission Peninsula in Michigan offering 100% estate-grown wines from 24 grape varieties including experimental Italian grapes. The company operates a unified hospitality model combining direct-to-consumer wine sales through six Cavalieri Club membership tiers (Red Wine Club, White Wine Club, Select Club, Seasonal Wine Club, Riserva Wine Club, and Ultima Riserva Club), on-site tasting experiences, and event services including proposal packages, photography sessions, and yoga classes. All wines are produced from the winery's 73-acre estate with seven named vineyards.
Differentiator
Problem solved
Functional benefit
Products and services
- Estate Wines 100% estate-grown red and white wines produced from 73 acres of planted grapes across seven vineyards (Jamieson, Bella Vista, Neason, Grishaw, McKian, Irish, Six Feet Under) on Old Mission Peninsula, covering 24 grape varieties including experimental Italian grapes alongside traditional appellation varieties. Sold through the tasting room and online store with shipping to 15 U.S. states.
- Tasting Room and Tours On-site wine tasting experience at the Old Mission Peninsula estate offering current wine flights, small plates selection, live music on Tuesdays and Thursdays, and private tours of the tasting room, production facility, and wine caves. Includes drop-in tours and reservations for private space rentals and bespoke group experiences.
- Cavalieri Wine Club (six subscription tiers) Subscription membership program with six tiers: Red Wine Club, White Wine Club, Select Club, Seasonal Wine Club, Riserva Wine Club, and Ultima Riserva Club. Shipments are delivered four times per year with member discounts of 10-20% and varying benefits such as complimentary tastings, priority access to rare releases, and free shipping.
- Proposal Packages Wedding proposal packages at the winery estate including wine caves and vineyard venues. Three tiers offered: Gold ($250), Platinum ($350), and Diamond ($450), each featuring photography, wine, and private tastings.
- Photography Packages Estate photography sessions offering access to tasting room, grounds, wine caves, and vineyard locations, with Standard Package at $100/hour and VIP Package at $300/hour.
- Yoga at Mari Outdoor yoga classes held at the estate overlooking Bella Vista vineyard and East Bay, offered on Friday mornings and Sunday mornings during summer months in partnership with Yen Yoga & Fitness of Traverse City.
Companies that use Mari Vineyards
Customer profileSegments2 records
Ideal customer profiles3 records
Mari Vineyards technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Mari Vineyards partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor.
- Yen Yoga & FitnessminorPartnership with Yen Yoga & Fitness of Traverse City to offer weekly outdoor yoga classes at the winery during summer months. Classes include Friday Sunrise Yoga and Sunday Morning Yoga at Mari Vineyards.
- UPSminorUPS is the carrier of choice for wine shipments, providing ground shipping services to customers across authorized states.
- The Curse of Oak Island (Oak Island Tours)minorMari Vineyards is featured in connection with The Curse of Oak Island TV show, though the winery team cannot field inquiries related to the show due to legal restrictions. Referrals are directed to Oak Island Tours website.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Mari Vineyards competitors and assessment
Company assessmentDirect peers
- Chateau Grand Traverse: Pioneering Old Mission Peninsula winery focused on cool-climate varietals with a tasting room, wine club, and DTC shipping. Directly comparable to Mari on geography (same peninsula), varietal strategy, and DTC-first business model.
- Brys Estate Vineyard & Winery: Old Mission Peninsula estate winery with on-site tasting room, wine club, and event hosting. Same micro-terroir (sandy glacial soils on OMP) and similar DTC + experience model make it a near-direct competitor.
- Shady Lane Cellars: Old Mission Peninsula estate winery with tasting room and wine club focused on cool-climate varietals. Comparable sub-scale DTC estate model on the same peninsula.
- Left Foot Charley: Northern Michigan winery focused on cool-climate varietals from Michigan growers, with a Traverse City tasting room. Comparable DTC and wine club structure with a strong local-regional identity.
- Black Star Farms: Traverse City-area winery and inn with estate vineyards, tasting room, restaurant, and event hosting. Comparable diversified estate model (wine + hospitality + events), though with a larger lodging footprint.
- 2 Lads Winery: Old Mission Peninsula boutique winery with tasting room and wine club, focused on cool-climate vinifera. Directly comparable in scale, DTC model, and Old Mission Peninsula terroir-driven positioning.
- Peninsula Cellars: Old Mission Peninsula winery offering estate wines, tastings, and a wine club. Same geography, similar DTC/hospitality model, and comparable sub-50-employee scale.
- Bowers Harbor Vineyards: Old Mission Peninsula estate winery producing estate-grown reds and whites with a tasting room and wine club. Comparable estate production footprint and DTC-first approach on the same peninsula as Mari.
- Tabone Vineyards: Old Mission Peninsula estate winery producing estate-grown wines with tasting room experience. Same OMP terroir and small-estate DTC model as Mari.
Broad incumbents
- St. Julian Winery: Michigan's largest and oldest winery, distributing statewide via retail and wholesale. Comparable category (Michigan wine) but operates at much larger scale with broader three-tier distribution Mari does not.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Mari Vineyards social profiles
Digital presenceMari Vineyards financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mari Vineyards leadership team
Management profileNumber of profiles
Profiles4 records
Mari Vineyards funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mari Vineyards M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mari Vineyards
What does Mari Vineyards do?
Mari Vineyards is a single-estate winery producing 100% estate-grown red and white wines from 73 acres of planted grapes across seven vineyards on Old Mission Peninsula. It sells bottles through its tasting room and online store, distributes via a six-tier Cavalieri Wine Club with quarterly shipments, and hosts on-site experiences including tastings, tours, proposal packages, photography sessions, and yoga classes.
Is Mari Vineyards a public or private company?
Mari Vineyards is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Mari Vineyards founded?
Mari Vineyards was founded in 2005. It employs 11 to 50 people.
Where is Mari Vineyards based?
Mari Vineyards is headquartered in Traverse City, United States, in the North America region.
How does Mari Vineyards make money?
Three revenue lines are on record. Direct Wine Sales are the primary driver. The others are wine Club Memberships and experiences and Events.
Who are Mari Vineyards's main competitors?
Direct peers on record are Chateau Grand Traverse, Brys Estate Vineyard & Winery, Shady Lane Cellars, Left Foot Charley, Black Star Farms, 2 Lads Winery, Peninsula Cellars, Bowers Harbor Vineyards and Tabone Vineyards. St. Julian Winery is listed as a broad incumbent.
Does Mari Vineyards have an API?
No public API is recorded for Mari Vineyards.
What industry is Mari Vineyards in?
Mari Vineyards's product category is Winery / Estate Wines. Its primary akta.pro industry code is AFAFAAAB, Wine Production & Winemaking, with a secondary code of THAFALAE, Wineries & Vineyards (Tasting Rooms). Its NAICS code is 312130 and its SIC code is 2080.