VML Winery
VML Winery is a boutique Sonoma County winery specializing in Pinot Noir and Chardonnay from regenerative and organic vineyards in the Russian River Valley and Sonoma Coast. It sells direct-to-consumer through a four-tier wine club, a single Healdsburg tasting room, and e-commerce as part of the Truett Hurst and Wilson Artisan Wines portfolios.
- Company typePrivate
- Founded2009
- HeadquartersHealdsburg, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What VML Winery does
VML Winery is a boutique, direct-to-consumer winery founded in 2009 as a brand within the Truett Hurst portfolio and operationally affiliated with the broader Wilson Artisan Wines group of 12 properties. The company sources grapes from regenerative and organic vineyards in the Russian River Valley and Sonoma Coast, producing a portfolio of five wine collections—Single Vineyard, Celestial, Appellation, Sparkling, and Extracelestial—centered on Pinot Noir and Chardonnay. Its core technology and craft differentiator is terroir-driven sourcing from long-standing grower relationships (including Ivywood Vineyard since 2009 and Boudreaux Vineyard on the Sonoma Coast), coupled with a distinctive steampunk Albrecht Dürer-inspired label that functions as a recognizable brand asset.
The business operates a three-channel monetization model: (1) a tiered wine club with four membership levels (Sun, Moon, Galaxy, Cosmos) delivering quarterly or bi-annual allocations at 20–35% member discounts; (2) a single physical tasting room at 113 Mill Street in downtown Healdsburg offering the $25-per-person Celestial Tasting; and (3) e-commerce direct sales complemented by ticketed events such as workshops and pickup parties. Distribution is augmented through reciprocal tasting and discount benefits extended to wine club members across Truett Hurst and the 12 Wilson Artisan Wines properties, creating a multi-winery ecosystem reach that exceeds VML's single physical footprint.
The company is privately held under Truett Hurst with no disclosed venture or private equity funding. Headcount is reported at 1–10 employees, consistent with a small craft operation whose winemaking is led by Director of Winemaking Ross Reedy, who joined the team after international cellar experience across Australia, New Zealand, Argentina, and Napa Valley following his 2005 graduation from Cal Poly San Luis Obispo in Wine and Viticulture.
VML Winery firmographics
Firmographics- Name
- VML Winery
- Legal name
- VML Winery
- Website
- https://vmlwine.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- VML Winery is a boutique Sonoma County winery specializing in Pinot Noir and Chardonnay from regenerative and organic vineyards in the Russian River Valley and Sonoma Coast. It sells direct-to-consumer through a four-tier wine club, a single Healdsburg tasting room, and e-commerce as part of the Truett Hurst and Wilson Artisan Wines portfolios.
- Ownership category
- akta.pro rank
VML Winery industry classification
Industry- Product category
- Premium Wine Production
- NAICS
- Wineries (312130), Wineries (31213)
- akta.pro primary industry
- Wineries & Vineyards (Tasting Rooms) (THAFALAE)
- akta.pro secondary industries
- Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Wine Tastings & Vineyard/Winery Tours (THAJAGAD)
Keywords
Where VML Winery is headquartered
LocationHeadquarters
- HQ city
- Healdsburg
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
VML Winery business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales
Revenue model
- Direct Wine Sales (E-commerce): Online sales of wines through the company website with shipping to customers. Customers can purchase individual bottles, mixed cases, and e-gift cards.
- Wine Club Membership: Subscription-based wine club with quarterly (February, May, September, November) or bi-annual (March, November) wine allocations. Members receive discounts of 20-35% on wine purchases and complimentary tastings.
- Tasting Room Experiences: In-person wine tasting experiences at the downtown Healdsburg tasting room. The Celestial Tasting is offered at $25 per person, complimentary for wine club members.
- Event Tickets: Revenue from ticketed events such as workshops (e.g., Pressed Flower Workshop) and wine club pickup parties.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Celestial Tasting Experience |
| Subscription | Quarterly | Sun Club - Introductory membership |
| Subscription | Quarterly | Moon Club - Friends and family |
| Subscription | Quarterly | Galaxy Club - Elite members |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
VML Winery product offering
Product offeringCore offering
VML Winery is a boutique Healdsburg-based winery that produces and sells premium Pinot Noir and Chardonnay crafted from regenerative and organic vineyards in the Russian River Valley and Sonoma Coast. The winery distributes through a downtown Healdsburg tasting room, a direct-to-consumer e-commerce site, a four-tier Wine Club subscription program, and ticketed in-person tasting experiences.
Product overview
VML Winery is a boutique winery specializing in world-class Pinot Noir and Chardonnay from the Russian River Valley and Sonoma Coast appellations. The winery operates a portfolio of five distinct wine collections: the Single Vineyard Collection (premium single-vineyard wines from boutique farms), the Celestial Series (ethereal-inspired wines), the Appellation Series (regional blends expressing terroir), Sparkling Wines (for celebrations), and the Extracelestial Collection (unconventional wines including Rosés, Sauvignon Blancs, and Syrahs). Wine sales are complemented by a four-tier Wine Club membership program (Cosmos, Galaxy, Moon, and Sun Clubs) offering quarterly or bi-annual shipments with discounts ranging from 20-35%. The winery also operates a physical Tasting Room in downtown Healdsburg offering the Celestial Tasting experience, hosts events, and sells E-Gift Cards. VML is part of the Truett Hurst portfolio of wines.
Differentiator
Problem solved
Functional benefit
Products and services
- Single Vineyard Collection Premium single-vineyard Pinot Noir and Chardonnay sourced from boutique farms throughout the Russian River Valley and Sonoma Coast, representing the truest expression of terroir in VML's portfolio.
- Celestial Series A collection of wines inspired by the ethereal forces and heavenly energies that shape the Russian River Valley, paying homage to Rumi's poetry and celestial imagery.
- Appellation Series Regional blends crafted to be ambassadors of place, vessels of time and terroir that carry the essence of the land shaped by tectonic plates, volcanic eruptions, and natural forces.
- Sparkling Wines Sparkling wines designed to transform ordinary moments into extraordinary celebrations, suitable for life's grandest toasts.
- Extracelestial Collection Wines that defy convention, including radiant Rosés, zesty Sauvignon Blancs, and spirited Syrahs — a celebration of the unexpected.
- Wine Club Membership Subscription-based wine club with quarterly (Feb, May, Sep, Nov) or bi-annual (Mar, Nov) wine allocations across four tiers — Sun, Moon, Galaxy, and Cosmos — offering 20-35% member discounts, complimentary tastings, and customizable allocations.
- The Celestial Tasting A 90-minute in-person wine tasting experience featuring five wines showcasing the best of Sonoma County Chardonnay and Pinot Noir, priced at $25 per person and offered daily from 11 am to 3:30 pm at the Healdsburg tasting room.
- E-Gift Cards Electronic gift cards redeemable for VML wines and tasting experiences, available for purchase through the e-commerce site.
Companies that use VML Winery
Customer profileSegments3 records
Ideal customer profiles3 records
VML Winery technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
VML Winery partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Truett HurstcoreTruett Hurst is VML's sister winery within the Truett Hurst portfolio. VML was introduced as a brand within this portfolio in 2009. The two wineries offer reciprocal benefits to members, including complimentary tastings for 4 guests and 20% discount on wine purchases at Truett Hurst for VML wine club members.
- Wilson Artisan WinescoreVML wine club members receive reciprocal benefits at all 12 Wilson Artisan Wines properties, including complimentary tastings for up to 4 guests and a minimum of 10% savings on wine purchases at those locations.
- Artisan LodgesminorWine club members enjoy savings at Artisan Lodges, the lodging partner associated with the Wilson Artisan Wines network.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
VML Winery competitors and assessment
Company assessmentDirect peers
- Patz & Hall Wine Company: Sonoma-focused producer of single-vineyard Chardonnay and Pinot Noir with a wine club and tasting room presence. Similar varietal, geography, and premium-DTC model.
- Kistler Vineyards: Highly regarded Sonoma Coast producer of Chardonnay and Pinot Noir with a small direct-to-consumer allocation program. Comparable to VML in single-vineyard philosophy, DTC scarcity model, and premium Russian River/Sonoma Coast sourcing.
- Williams Selyem Winery: Boutique Sonoma County (Russian River Valley) winery famous for single-vineyard Pinot Noir and Chardonnay sold through a coveted mailing list and tasting room. Closely comparable to VML in varietal focus, appellation, and DTC-driven allocation model.
- Walter Hansel Winery: Small Russian River Valley Pinot Noir and Chardonnay producer selling primarily through wine club allocations and a modest tasting room. Comparable boutique scale, varietal focus, and DTC dependence to VML.
- Lynmar Estate: Russian River Valley winery focused on estate Pinot Noir and Chardonnay with tasting room, wine club, and event-driven hospitality in Healdsburg/Sebastopol area. Directly comparable to VML in appellation focus, DTC mix, and tasting room experience.
- Failla Wines: Boutique producer of cool-climate Pinot Noir and Chardonnay from Sonoma Coast and Russian River Valley sites, distributed primarily through DTC allocations. Comparable varietal mix, geography, and DTC/mailing-list model.
- Dutton-Goldfield Winery: Sonoma County (Russian River Valley and Sonoma Coast) boutique winery focused on single-vineyard Pinot Noir and Chardonnay, sold via tasting room and wine club. Comparable boutique scale, appellation focus, and DTC dependence.
- Truett Hurst Winery: VML's sister winery within the Truett Hurst portfolio, sharing reciprocal wine club benefits. Directly comparable in geography, DTC/wine-club model, and ownership/parent structure.
Broad incumbents
- Joseph Phelps Vineyards: Established Napa/Sonoma producer with broad portfolio including Pinot Noir and Chardonnay, tasting room, and wine club. Operates at a larger scale across multiple brands but overlaps with VML in varietal focus and DTC channels.
- La Crema Winery: Widely distributed Sonoma-focused Pinot Noir and Chardonnay producer with tasting room in Healdsburg and broader wholesale plus DTC presence. Comparable varietal and geography but operates at materially larger scale than VML.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
VML Winery social profiles
Digital presenceVML Winery financial estimates
Financial estimateRevenue estimate
Valuation estimate
VML Winery leadership team
Management profileNumber of profiles
Profiles1 record
VML Winery funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
VML 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 VML Winery
What does VML Winery do?
VML Winery is a boutique Healdsburg-based winery that produces and sells premium Pinot Noir and Chardonnay crafted from regenerative and organic vineyards in the Russian River Valley and Sonoma Coast. The winery distributes through a downtown Healdsburg tasting room, a direct-to-consumer e-commerce site, a four-tier Wine Club subscription program, and ticketed in-person tasting experiences.
Is VML Winery a public or private company?
VML Winery is a private company. It is classified as corporate owned and is currently operating.
When was VML Winery founded?
VML Winery was founded in 2009. It employs 1 to 10 people.
Where is VML Winery based?
VML Winery is headquartered in Healdsburg, United States, in the North America region.
How does VML Winery make money?
Four revenue lines are on record. Direct Wine Sales (E-commerce) is the primary driver. The others are wine Club Membership, tasting Room Experiences and event Tickets.
Who are VML Winery's main competitors?
Direct peers on record are Patz & Hall Wine Company, Kistler Vineyards, Williams Selyem Winery, Walter Hansel Winery, Lynmar Estate, Failla Wines, Dutton-Goldfield Winery and Truett Hurst Winery. Broad incumbents are Joseph Phelps Vineyards and La Crema Winery.
Does VML Winery have an API?
No public API is recorded for VML Winery.
What industry is VML Winery in?
VML Winery's product category is Premium Wine Production. Its primary akta.pro industry code is THAFALAE, Wineries & Vineyards (Tasting Rooms), with a secondary code of CRANABAF, Alcohol Subscription & Wine Clubs (Retail). Its NAICS code is 312130.