The Vice Wine
The Vice Wine is a privately held Napa Valley winery founded in 2016 by Malek Amrani and Torie Greenberg that produces small-batch, single-vineyard wines from 15 of the region's 17 sub-regions, sells direct-to-consumer through its website to 64 countries, and runs subscription, corporate gifting, and private-label production lines under the founders' ownership.
- Company typePrivate
- Founded2016
- HeadquartersSt. Helena, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What The Vice Wine does
The Vice Wine is a privately held, founder-operated Napa Valley winery founded in 2016 by Malek Amrani and Torie Greenberg (the couple serves as co-founders, with Bruce Wayne Amrani as Assistant Winemaker/Master Sommelier). The company runs an asset-light, custom-crush production model in which it does not own vineyards or winemaking equipment; instead, it sources grapes from hand-selected vineyards and produces wines at third-party custom-crush facilities across 15 of Napa's 17 sub-regions (AVAs). Its portfolio spans more than 20 grape varieties, anchored on 'The House' tier (Cabernet Sauvignon, Sauvignon Blanc, Pinot Noir at $25–$36), over 100 single-vineyard Cabernet Sauvignon batches, a growing orange-wine program (five named bottlings), and limited-edition specialty wines priced up to and beyond $100 per bottle. Winemaking is low-intervention: minimal sulfites, wild/native yeast fermentation, unfined and unfiltered, with skin-contact techniques for orange wines and aging in concrete eggs and neutral oak.
The business is primarily direct-to-consumer through thevicewine.com, with international shipping to 64 countries and restricted domestic shipping in six U.S. states. Recurring and adjacent revenue streams include the NDA Wine Club subscription, corporate gifting with custom gift-box design and virtual tastings (handled via a dedicated B2B email), and a private-label contract production line for other brands that the co-owner described as 'booming' in mid-2026. Additional channels include in-person visitation by appointment at the St. Helena estate (512 Meadowood Lane), virtual tasting experiences (including a 'Tri' blend-your-own Zoom kit), and curated gift boxes sold through retail press placements in Forbes, Wine Spectator, Decanter, Today Show, People Magazine and Vogue. The brand has accumulated more than 90 ratings of 90 points or higher from Wine Spectator, Decanter, Wine Enthusiast and James Suckling over the past three years, and Malek Amrani's 2024 appointment to the Napa Valley Vintners Board signals elevated industry standing relative to the company's small headcount of 1–10.
The Vice Wine firmographics
Firmographics- Name
- The Vice Wine
- Legal name
- The Vice Wine
- Website
- https://thevicewine.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Vice Wine is a privately held Napa Valley winery founded in 2016 by Malek Amrani and Torie Greenberg that produces small-batch, single-vineyard wines from 15 of the region's 17 sub-regions, sells direct-to-consumer through its website to 64 countries, and runs subscription, corporate gifting, and private-label production lines under the founders' ownership.
- Ownership category
- akta.pro rank
The Vice Wine industry classification
Industry- Product category
- Napa Valley Wines
- NAICS
- Wineries (312130), Beer, Wine, and Liquor Retailers (445320), Grape Vineyards (111332)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Wine Production & Winemaking (AFAFAAAB)
- akta.pro secondary industries
- Wine & Sparkling Wine Wineries & Brands (CRADAIAB), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Wineries & Vineyards (Tasting Rooms) (THAFALAE)
Keywords
Where The Vice Wine is headquartered
LocationHeadquarters
- HQ city
- St. Helena
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
The Vice Wine business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Direct-to-Consumer Wine Sales: E-commerce sales of individual bottles and bundles through thevicewine.com. Consumers purchase directly from the website with categories for Red, White, Orange, Rosé, and Gifts+Bundles. Standard delivery via UPS & FedEx Cold Chain. International shipping to 64 countries.
- Corporate/Bulk Gifting: Custom gift packages and pre-designed best-selling boxes sold to corporate clients. Also includes virtual tasting experiences for teams. Bulk orders of 5+ cases accommodated. Contact via [email protected].
- Private Label / Custom Label Production: Co-owner Torie Greenberg stated in Forbes June 2026 that The Vice creates private-label wines for other brands using their custom-crush winemaking model. 'Our business is booming, and so are the private-label wines we create for other brands.' The Vice does not own vineyards or winemaking equipment, instead using custom-crush winemaking facilities.
- NDA Wine Club Subscription: Monthly subscription boxes through the NDA Club (mentioned on site as 'Join' link), delivering recurring shipments of wines to members.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level wines: Rosé, Sauvignon Blanc, Pinot Noir (House tier) |
| Unit Pricing | Pay-as-you-go | Premium single-vineyard wines: Cabernet Sauvignon from named AVAs |
| Unit Pricing | Pay-as-you-go | Gift boxes and bundles |
| Unit Pricing | Pay-as-you-go | Orange wines |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels9 records
The Vice Wine product offering
Product offeringCore offering
The Vice Wine produces and sells small-batch, single-vineyard, single-varietal wines from 15 of Napa Valley's 17 sub-regions (AVAs), with a portfolio spanning Cabernet Sauvignon, Pinot Noir, Chardonnay, Sauvignon Blanc, rosé, and a pioneering orange wine program. Distribution is primarily direct-to-consumer via thevicewine.com with shipping to 64 countries, supplemented by a recurring NDA Wine Club subscription, corporate gifting and bulk orders, and in-person and virtual tasting experiences. The company uses a custom-crush winemaking model rather than owning vineyards or production equipment.
Product overview
The Vice Wine is a Napa Valley luxury wine brand producing small-batch, single-vineyard, single-varietal wines from 15 of Napa's 17 sub-regions (AVAs). The portfolio centers on The House wines (Cabernet Sauvignon, Sauvignon Blanc, Pinot Noir) as the accessible core offerings, complemented by premium Single Vineyard wines from specific appellations (Oakville, Rutherford, Stags Leap District, Los Carneros, Howell Mountain, etc.). The company has pioneered orange wines in Napa Valley with offerings like The Brooklynites (Gewürztraminer), Pickleball (Viognier), Sevilla (Albariño), and Sierra (Sauvignon Blanc). Additional offerings include corporate gifting services, virtual tasting experiences, and the NDA Wine Club subscription. The brand emphasizes minimal intervention winemaking with low sulfites, and all wines are certified vegan. Prices range from approximately $29 for entry-level house wines to over $100 for premium single-vineyard Cabernet Sauvignons.
Differentiator
Problem solved
Functional benefit
Products and services
- The House Cabernet Sauvignon
Quantifiable outcome
- Over 90 90+ point ratings from Wine Spectator, Decanter, Wine Enthusiast & James Suckling in the last 3 years
- +4 more outcomes
Companies that use The Vice Wine
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
The Vice Wine technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
The Vice Wine partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Napa Valley VintnerscoreFounder Malek Amrani joined the Board of Directors of Napa Valley Vintners beginning in early 2024, joining industry titans like Jamie Araujo of Trois Noix, Ed Matovcik of Robert Mondavi Winery, and Master Sommelier Carlton McCoy of Heitz Cellars. Amrani also chairs the committee responsible for the NVV Barrel Auction, one of the most famous wine auctions in the US.
- USA Triathlon FoundationcorePartnership with USA Triathlon Foundation for virtual wine tasting series. Winemaker Malek Amrani (a Team USA triathlete) and 2016 Olympian Joe Maloy hosted trio of virtual wine tastings sponsored by USA Triathlon Foundation. Also, 'The Tri' 2019 limited edition wine was released in partnership with the Foundation, with a portion of proceeds donated to support the USA Triathlon Foundation's mission of providing swim, bike, and run opportunities.
- African American Association of Vintners (AAAV)minorMalek Amrani is a member of the African American Association of Vintners. The AAAV holds an annual symposium in spring, and Amrani is committed to inspiring other people of color to enter the wine industry.
- Custom-Crush Winemaking FacilitiescoreThe Vice uses a unique business model where they do not own vineyards or winemaking equipment. Instead, they make their wines at custom-crush winemaking facilities throughout Napa Valley, allowing them to experiment across diverse AVA sites and varieties without heavy capital investment.
Scale indicators11 records
Recent moves6 records
Expansion highlights6 records
The Vice Wine competitors and assessment
Company assessmentDirect peers
- Larkmead Vineyards: Family-owned Napa estate producing limited-production, single-vineyard Cabernet and Bordeaux varieties with strong DTC focus. Comparable premium small-production Napa positioning, allocated single-vineyard wines, and direct-to-consumer emphasis.
- Field Recordings Wine: Small California producer specializing in unconventional varietals and minimal-intervention wines with strong DTC and natural-wine positioning. Comparable in small-scale, multi-varietal approach and orange/natural wine category overlap.
- Trefethen Family Vineyards: Family-owned Napa estate focused on estate-grown Chardonnay, Cabernet, and other Bordeaux varieties with strong DTC and tasting room presence. Comparable family-led, premium Napa positioning with DTC and direct customer engagement as primary channels.
- Brassfield Estate Winery: Mid-size California producer with strong DTC, wine club, and tasting room model across multiple varietals. Comparable in multi-varietal portfolio approach, DTC + wine club revenue model, and accessible pricing strategy targeting younger consumers.
- Orin Swift Cellars: Small-batch Napa producer (now part of E. & J. Gallo) recognized for distinctive branded labels and bold, non-traditional styles. Comparable in DTC-led, label-driven marketing approach and premium small-batch positioning targeting younger wine drinkers.
- Favia Wines: Small Napa boutique producer founded by a husband-and-wife winemaker team focusing on single-vineyard, terroir-driven wines with strong critical ratings. Comparable small-scale, founder-led Napa production with premium DTC positioning and limited production runs.
- Donkey & Goat Winery: Small Berkeley/Napa natural-wine producer also pioneering skin-contact/orange wines in California with minimal-intervention winemaking. Closest comparable in category positioning, philosophy, and DTC focus at a similar scale.
Broad incumbents
- Caymus Vineyards: Heritage Napa Cabernet producer with strong DTC and consumer brand recognition. Comparable Napa Cabernet focus and DTC-led marketing, but operates at dramatically larger production scale with national distribution.
- The Prisoner Wine Company: Larger Napa-based DTC wine brand built on single-vineyard, bold-style Cabernet and blends targeting younger consumers. Comparable accessible-Napa positioning and marketing-driven brand-building, though at meaningfully greater scale and now Constellation-owned.
Emerging players
- Winc (formerly Club W): DTC wine subscription company that curates and produces wines for members using a model similar in spirit to The Vice's private-label and custom-crush approach. Comparable DTC-driven, digitally-native wine business targeting younger consumers, though operating at larger scale and broader price points.
Market position
Strengths5 records
Weaknesses2 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
The Vice Wine social profiles
Digital presenceThe Vice Wine financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Vice Wine leadership team
Management profileNumber of profiles
Profiles3 records
The Vice Wine funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Vice Wine 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 The Vice Wine
What does The Vice Wine do?
The Vice Wine produces and sells small-batch, single-vineyard, single-varietal wines from 15 of Napa Valley's 17 sub-regions (AVAs), with a portfolio spanning Cabernet Sauvignon, Pinot Noir, Chardonnay, Sauvignon Blanc, rosé, and a pioneering orange wine program. Distribution is primarily direct-to-consumer via thevicewine.com with shipping to 64 countries, supplemented by a recurring NDA Wine Club subscription, corporate gifting and bulk orders, and in-person and virtual tasting experiences. The company uses a custom-crush winemaking model rather than owning vineyards or production equipment.
Is The Vice Wine a public or private company?
The Vice Wine is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Vice Wine founded?
The Vice Wine was founded in 2016. It employs 1 to 10 people.
Where is The Vice Wine based?
The Vice Wine is headquartered in St. Helena, United States, in the North America region.
How does The Vice Wine make money?
Four revenue lines are on record. Direct-to-Consumer Wine Sales are the primary driver. The others are corporate/Bulk Gifting, private Label / Custom Label Production and NDA Wine Club Subscription.
Who are The Vice Wine's main competitors?
Direct peers on record are Larkmead Vineyards, Field Recordings Wine, Trefethen Family Vineyards, Brassfield Estate Winery, Orin Swift Cellars, Favia Wines and Donkey & Goat Winery. Broad incumbents are Caymus Vineyards and The Prisoner Wine Company. Winc (formerly Club W) is listed as an emerging player.
Does The Vice Wine have an API?
No public API is recorded for The Vice Wine.
What industry is The Vice Wine in?
The Vice Wine's product category is Napa Valley Wines. Its primary akta.pro industry code is AFAFAAAB, Wine Production & Winemaking, with a secondary code of CRADAIAB, Wine & Sparkling Wine Wineries & Brands. Its NAICS code is 312130 and its SIC code is 2080.