Cass Winery
Cass Winery is a family-owned 145-acre estate vineyard and winery in Paso Robles, California, producing ~12,000 cases annually of estate-grown Rhône and Bordeaux wines sold primarily direct-to-consumer through its tasting room, wine club, lodging, and event venues.
- Company typePrivate
- Founded2000
- HeadquartersPaso Robles, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Cass Winery does
Cass Winery is a family-owned estate vineyard and winery located on 145 acres in the Geneseo District of East Paso Robles, California, producing approximately 12,000 cases of wine annually from roughly 250 tons of estate-grown grapes. The company specializes in Rhône and Bordeaux varietals including Viognier, Roussanne, Marsanne, Grenache, Mourvèdre, Syrah, Cabernet Sauvignon, and Bordeaux blends, with all vines certified by ENTAV (the French national vine certification agency). Cass was among the first California vineyards planted entirely with ENTAV-certified clones and holds Certified California Sustainable Winegrower status.
The business operates a vertically integrated DTC model spanning four revenue streams: direct wine sales (estate tasting room and online shop), recurring three-tier Wine Club memberships (Base, Premier, Reserve priced $170-$645 per shipment), hospitality (Tasting Room & Café, Geneseo Inn boutique lodging built from shipping containers, Cass Farmhouse, and Camp Cass agritourism experiences), and events (destination weddings, corporate retreats, and Barrel Room private events). Bottle prices range from approximately $38 (Marsanne) to $125 (Reserve), with wholesale distribution supplementing DTC.
Founded in 2000 by Steve Cass (former Charles Schwab executive) with partner Ted Plemons, the winery opened its tasting room in 2005 and has expanded aggressively since 2019, adding the Barrel Room (2019), Geneseo Inn (2020), and agritourism retreats (2021). It has been recognized three times as Central Coast Winery of the Year (2015, 2018, 2020) and featured by USA TODAY, Men's Journal, Wine Enthusiast, and Vinous Magazine. The current winemaker, Sterling Kragten, succeeded long-tenured Lood Kotze in 2014 after joining as assistant winemaker in 2013.
Cass Winery firmographics
Firmographics- Name
- Cass Winery
- Legal name
- Cass Winery
- Website
- https://casswines.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Cass Winery is a family-owned 145-acre estate vineyard and winery in Paso Robles, California, producing ~12,000 cases annually of estate-grown Rhône and Bordeaux wines sold primarily direct-to-consumer through its tasting room, wine club, lodging, and event venues.
- Ownership category
- akta.pro rank
Cass Winery industry classification
Industry- Product category
- Estate Winery and Vineyard
- NAICS
- Wineries (312130), Grape Vineyards (111332)
- SIC
- Agricultural Production-Crops (100)
- akta.pro primary industry
- Wine Production & Winemaking (AFAFAAAB)
- akta.pro secondary industries
- Wine Grape Vineyard Operations (Varietal/AVA Practices, Yield & Quality Targets) (AFAGAJAJ), Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Vineyard Certification & Sustainability Programs (Organic, Biodynamic, Regenerative, GAP) (AFAGAJAL)
Keywords
Where Cass Winery is headquartered
LocationHeadquarters
- HQ city
- Paso Robles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Cass Winery business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Direct Wine Sales: Direct-to-consumer wine sales through the tasting room and online shop. Revenue from individual bottle purchases and case sales.
- Wine Club Memberships: Recurring subscription shipments with three tiers (Base, Reserve, Premier). Members receive regular allocations of estate wines with various perks including complimentary tastings and discounts.
- Events and Catering: Revenue from hosting weddings, corporate events, private tastings, and experiences including Camp Cass retreats.
- Accommodations: Revenue from Geneseo Inn, an on-site boutique hotel featuring sustainable shipping container accommodations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Base Club membership |
| Subscription | Annual | Reserve Club membership |
| Subscription | Annual | Premier Club membership |
| Unit Pricing | Pay-as-you-go | Individual bottle prices |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Cass Winery product offering
Product offeringCore offering
Cass Winery operates a 145-acre estate vineyard in the Geneseo District of Paso Robles producing 100% estate-grown wines from ENTAV certified French clones, focusing on Rhône and Bordeaux varietals. The company sells approximately 12,000 cases annually through its tasting room, online shop, wine club, and wholesale distribution. It also operates an integrated hospitality destination including the Geneseo Inn boutique hotel, Cass Farmhouse, tasting room and café, Camp Cass agritourism experiences, and a wedding and corporate events venue.
Product overview
Cass Winery is a family-owned 145-acre estate vineyard and winery in the Geneseo District of East Paso Robles, producing 100% estate-grown wines primarily from Rhône and Bordeaux varietals. The company operates as a unified hospitality destination combining wine production with agritourism experiences. Wine offerings include white Rhône varieties (Viognier, Roussanne, Marsanne), rosé (Oasis Rosé), red Rhône varieties (Grenache, Mourvèdre, Syrah, GSM, Backbone Syrah, Rockin' One), Bordeaux varieties (Cabernet Sauvignon, CAB blend), and specialty wines (Damas Noir, Reserve, Dessert Syrah, Maverick Sparkling). Hospitality services include the Tasting Room & Cafe, Camp Cass experiences, Geneseo Inn boutique accommodation, Cass Farmhouse, and wedding/event venues. The company operates a three-tier Wine Club membership (Base, Premier, Reserve) and offers Virtual Tasting Packages for remote consumers. All vines are ENTAV certified from France, and the winery holds Certified California Sustainable Winegrowers designation.
Differentiator
Problem solved
Functional benefit
Brands
- Geneseo Inn: On-property inn and accommodation facility featuring modern B+B style lodging built from shipping containers, located at Cass Winery in Paso Robles.
- Cass Farmhouse
- Camp Cass
Products and services
- Viognier White Rhône varietal with floral aromatics and stone fruit flavors, available in multiple vintages with competition accolades including 96pts Best of Class.
- Roussanne White Rhône varietal with rich, full-bodied character, among fewer than 200 acres planted in California; awarded 96pts Highest Rated Roussanne at Orange County Wine Competition.
- Marsanne White Rhône varietal producing wines with golden apple, pear, and white peach notes; one of fewer than 200 acres in California, earned 97pts at California Mid State Fair Competition.
- Rockin' One Blanc White Rhône blend producing bright, aromatic wines with Best of Class Double Gold awards.
- MR BLANC White Rhône blend with 96pts Highest Rated Rhone White Blend recognition at Orange County Wine Competition.
- Maverick Sparkling Roussanne Sparkling wine made from Roussanne grapes, offering a unique sparkling expression of the Rhône variety.
- Oasis Rosé Rosé blend from Mourvèdre and Grenache; multiple awards including 97pts Double Gold Best of Class Rose at Central Coast Wine Competition.
- Grenache Red Rhône varietal producing medium to full-bodied wines; recognized with 92pts from Robert Parker Wine Advocate and multiple Gold medals.
- Mourvèdre Full-bodied red Rhône variety with earthy, gamey characteristics, ENTAV clone 233; awarded 91pts Editor's Choice Wine Enthusiast.
- GSM Classic Rhône blend of Grenache, Syrah, and Mourvèdre; multiple Gold and Double Gold awards including 94pts at Orange County Wine Competition.
- Backbone Syrah Estate Syrah producing wines with 97pts Double Gold Best of Class at Central Coast Wine Competition and multiple 92-93pt ratings.
- Rockin' One Red Red Rhône blend of 49% Grenache, 31% Syrah, 15% Mourvèdre, 5% Petite Sirah; awarded 96pts at California State Fair Wine Competition and Double Gold at SF Wine Competition.
- Cabernet Sauvignon Bordeaux variety with 70 planted acres being the largest varietal acreage, clones 4, 8, 15, 337 planted; multiple Gold medals and Double Gold awards.
- CAB (Bordeaux Blend) Bordeaux-style blend producing wines with 95pts at California State Fair Competition and Double Gold at San Antonio Stock Show & Rodeo.
- Damas Noir 100% Mourvèdre wine aged 28 months in neutral French oak; named for the French word for Damascus steel, reflecting the wine's complexity; priced at $90 per bottle.
- Reserve Ultra-premium Reserve Cabernet Sauvignon blend shipped twice yearly to Reserve Wine Club members; multiple accolades including Best of Class at SF Chronicle Wine Competition.
- Dessert Syrah Sweet dessert-style Syrah with Gold Medal 93pts at San Francisco International Wine Competition.
- Tasting Room & Cafe Estate wine tasting and farm-to-table dining experience open daily 11AM-5PM, offering award-winning wines paired with fresh cuisine and panoramic vineyard views.
- Camp Cass Adult field-tripping experiences including grape stomping, horseback riding, archery, BBQ cooking classes, paint nights, and trail rides.
- Geneseo Inn Boutique accommodation built from recycled shipping containers featuring modern B+B design; includes 18 electric vehicle chargers and offers 20% discount for wine club members Sunday-Thursday.
- Cass Farmhouse Vacation rental accommodation on the vineyard property offering a ranch-stay experience amidst the vines.
- Wine Club Membership Three-tier wine club: Base Club (6 bottles/shipment), Premier Club (12 bottles/shipment), and Reserve Club (3 bottles of Reserve wine/shipment). Includes 20% discounts, complimentary tastings, exclusive event invitations, and barrel tasting access.
- Virtual Tasting Package Remote wine tasting experience allowing customers to enjoy Cass wines at home with guided tasting instructions and curated wine selections.
- Wedding & Events Vineyard wedding ceremonies, receptions, private events, and corporate functions featuring a 260-year-old oak tree ceremony site, Barrel Room event space, and inclusive wedding packages.
- Agritourism Retreats Multi-day learning experiences including the Winemaker's Dude Ranch grape harvest retreat and Under the Paso Sun olive harvest retreat; focuses on hands-on agricultural education.
Companies that use Cass Winery
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Cass Winery technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Cass Winery partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- DistributorsminorWholesale distribution partnerships for placing Cass Winery products in retail establishments through trade distributor relationships.
Scale indicators4 records
Recent moves10 records
Expansion highlights6 records
Cass Winery competitors and assessment
Company assessmentDirect peers
- Adelaida Vineyards & Winery: Paso Robles estate winery with a long-standing Rhône focus, on-site hospitality, and an established wine club. Closely comparable in estate viticulture, varietal focus, and DTC destination model.
- L'Aventure Winery: Estate Rhône and Bordeaux specialist in Paso Robles led by a single winemaker-owner, with a small-lot, high-scoring portfolio. Directly comparable as a Rhône-forward, owner-operated Paso Robles producer.
- Booker Vineyard: Family-owned Paso Robles Rhône-focused estate producing limited-production wines with strong critic scores and a small wine club. Comparable in size, varietal focus, and DTC-driven premium positioning.
- Epoch Estate Wines: Boutique Paso Robles winery focused on Rhône and Bordeaux blends with estate vineyards and high-end hospitality. Comparable varietal mix, estate quality narrative, and premium pricing tier.
- Tablas Creek Vineyard: Paso Robles estate winery specializing in Rhône varietals, with a comparable estate-grown, sustainable, DTC-focused model and similar production scale. Directly comparable as a Rhône specialist in the same appellation competing for tasting-room and wine-club members.
- St. Francis Winery & Vineyards: Family-rooted Sonoma estate winery with estate-grown varietals, an on-site culinary program, and a robust wine club. Comparable as a family-operated estate with DTC, hospitality, and wine-club flywheel.
- Halter Ranch Vineyard: Large-estate Paso Robles winery with a tasting room, event venue, and agritourism focus on a multi-hundred-acre property. Comparable as a destination Paso Robles estate combining wine with on-site hospitality.
Regional players
- DAOU Vineyards & Winery: Premium Paso Robles estate with a larger production scale, on-site restaurant, hospitality, and broad distribution. Comparable varietal overlap but materially larger footprint and distribution reach.
- Justin Vineyards & Winery: Established Paso Robles estate producing Bordeaux- and Rhône-style wines with on-site lodging (Just Inn) and a restaurant. Highly comparable destination model but significantly larger scale and broader distribution.
Broad incumbents
- J. Lohr Vineyards & Wines: Major Paso Robles producer with a broader portfolio across multiple varietals and large national distribution. Useful as a regional incumbent benchmark rather than a direct boutique competitor.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Cass Winery social profiles
Digital presenceCass Winery compliance and trust
Trust signalCompliance2 records
Cass Winery financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cass Winery leadership team
Management profileNumber of profiles
Profiles2 records
Cass Winery funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cass Winery 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 Cass Winery
What does Cass Winery do?
Cass Winery operates a 145-acre estate vineyard in the Geneseo District of Paso Robles producing 100% estate-grown wines from ENTAV certified French clones, focusing on Rhône and Bordeaux varietals. The company sells approximately 12,000 cases annually through its tasting room, online shop, wine club, and wholesale distribution. It also operates an integrated hospitality destination including the Geneseo Inn boutique hotel, Cass Farmhouse, tasting room and café, Camp Cass agritourism experiences, and a wedding and corporate events venue.
Is Cass Winery a public or private company?
Cass Winery is a private company. It is classified as family owned and is currently operating.
When was Cass Winery founded?
Cass Winery was founded in 2000. It employs 11 to 50 people.
Where is Cass Winery based?
Cass Winery is headquartered in Paso Robles, United States, in the North America region.
How does Cass Winery make money?
Four revenue lines are on record. Direct Wine Sales are the primary driver. The others are wine Club Memberships, events and Catering and accommodations.
Who are Cass Winery's main competitors?
Direct peers on record are Adelaida Vineyards & Winery, L'Aventure Winery, Booker Vineyard, Epoch Estate Wines, Tablas Creek Vineyard, St. Francis Winery & Vineyards and Halter Ranch Vineyard. Regional players are DAOU Vineyards & Winery and Justin Vineyards & Winery. J. Lohr Vineyards & Wines is listed as a broad incumbent.
Does Cass Winery have an API?
No public API is recorded for Cass Winery.
What industry is Cass Winery in?
Cass Winery's product category is Estate Winery and Vineyard. Its primary akta.pro industry code is AFAFAAAB, Wine Production & Winemaking, with a secondary code of AFAGAJAJ, Wine Grape Vineyard Operations (Varietal/AVA Practices, Yield & Quality Targets). Its NAICS code is 312130 and its SIC code is 100.