Hazelfern Cellars

What Hazelfern Cellars does

Hazelfern Cellars is a family-owned boutique winery headquartered in a historic Willamette Valley wine barn at 4008 NE Zimri Dr., Newberg, Oregon. Founded in 2006 by Bryan Laing as a hobby in a Portland basement, the company transitioned to full-time operations in 2018 when Bryan left his corporate career and Laura Laing assumed the General Manager role. The winery produces terroir-driven wines from estate and contracted vineyards across multiple Willamette Valley sub-AVAs (Chehalem Mountains, Laurelwood District, Yamhill-Carlton, Tualatin Hills, and The Rocks District of Milton-Freewater), with a portfolio organized into three pricing tiers: Everyday wines ($32-$45), Single-Vineyard wines ($65-$70), and Reserve/Prime Cut wines ($75-$100). Varietals include Pinot Noir, Chardonnay, Syrah, Rosé of Pinot Noir, Gamay Noir, and Trousseau Noir, with multiple recent vintages earning 93-97 point scores from James Suckling, Jeb Dunnuck, and International Wine Report.

The company operates a multi-channel go-to-market combining direct-to-consumer sales (e-commerce via Hazelfern.com hosted on Squarespace, seated tastings at the wine barn at $40/person, and the Friends & Family Wine Club with two annual shipments of six bottles) with wholesale distribution through select regional partners (Laura Laing in Oregon, Mission Grape Distributors in South Carolina, Phoenix Selections in Tennessee, and Washington coming soon). Technology infrastructure consists of off-the-shelf SaaS for wine club management (Wine Direct), shipping compliance (Sovos ShipCompliant), email marketing (MailChimp), and tasting room scheduling (Square Appointments).

The business model centers on DTC margin capture from premium small-production wines, recurring revenue from the wine club, and selective wholesale distribution that protects brand positioning. Customer segments include individual wine enthusiasts, trade/distribution partners, and loyal wine club members. The company has no external funding, operates with a small team (3-4 employees), and is currently sold out of wine club capacity, signaling demand-supply imbalance that supports future capacity expansion.

Name

Hazelfern Cellars

Legal name

Hazelfern Cellars, Inc.

Website

https://hazelfern.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Hazelfern Cellars is a family-owned boutique winery in Newberg, Oregon, producing terroir-driven Willamette Valley Pinot Noir, Chardonnay, Syrah, and specialty wines sold direct-to-consumer, through a sold-out wine club, and via select regional distributors.

Ownership category

akta.pro rank

Product category

Boutique Winery

NAICS

Wineries (312130), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482), Beer, Wine, and Liquor Retailers (445320)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Wine Production & Winemaking (AFAFAAAB)

Keywords

• Estate wines
• Single-vineyard pinot noir
• Willamette Valley chardonnay
• Wine club membership
• Boutique winery

Headquarters

HQ city

Newberg

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Wine Sales: Direct sales of wines through the e-commerce website (Hazelfern.com) and tasting room. Wine prices range from $32 (Rosé) to $100 (Reserve Pinot Noir). Also includes merchandise such as e-gift cards ($50-$500), crewnecks ($55), trucker caps, and YETI wine tumblers.
2. Friends & Family Wine Club: Subscription-based wine club with two shipments per year (Spring and Fall), each containing six bottles (12 bottles total annually). Members receive priority access to special wines, club pricing, exclusive events, and four complimentary tastings annually.
3. Wholesale/Distribution: Wholesale distribution through partner distributors in Oregon (Laura Laing), South Carolina (Mission Grape Distributors), and Tennessee (Phoenix Selections).

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels4 records

Core offering

Hazelfern Cellars is a family-owned boutique winery in the Chehalem Mountains AVA of Oregon's Willamette Valley that produces single-vineyard and appellation-level wines including Pinot Noir, Chardonnay, Syrah, Rosé of Pinot Noir, Gamay Noir, and Trousseau Noir. The winery sells direct to consumers through its reservation-only tasting room in Newberg, OR and an e-commerce storefront at Hazelfern.com, complemented by a twice-yearly Friends & Family Wine Club membership. Wholesale distribution through select regional partners extends reach into Oregon, South Carolina, Tennessee, and (coming soon) Washington.

Product overview

Hazelfern Cellars is a boutique Oregon winery offering a portfolio of single-vineyard and appellation wines centered on Pinot Noir, Chardonnay, and specialty varieties including Gamay Noir, Trousseau Noir, Syrah, and Rosé. The core products are organized into three tiers: Everyday wines (appellation-level), Single Vineyard wines (vineyard-specific), and Reserve/Prime Cut wines (premium barrel selections). The company also operates a Friends & Family Wine Club membership with two annual shipments, offers seated tasting experiences at its Willamette Valley wine barn, and sells branded merchandise including apparel and accessories.

Differentiator

Problem solved

Functional benefit

Products and services

• 2023 Pinot Noir, Willamette Valley Appellation-level Willamette Valley Pinot Noir priced in the Everyday tier, crafted for personal enjoyment, food pairing, and gifting.
• 2025 Rosé of Pinot Noir Bone-dry, refreshing Rosé of Pinot Noir in the Everyday tier, designed to be served cold for warm-weather and food-pairing occasions.
• 2023 Chardonnay, Willamette Valley Everyday-tier Burgundian-style Willamette Valley Chardonnay with French oak fermentation, rated 95 points by James Suckling.
• 2023 Chardonnay, Rock Block Single-Vineyard tier Chardonnay from the Cascade Foothills, rated 97 points by James Suckling.
• 2023 Pinot Noir, The Hazelfern Vineyard Estate-grown single-vineyard Pinot Noir from the Chehalem Mountains AVA on volcanic Jory soil, rated 97 points by International Wine Report.
• 2023 Pinot Noir, Three Cedars Vineyard Single-Vineyard tier Pinot Noir from the Laurelwood District AVA, rated 96 points by James Suckling.
• 2023 Pinot Noir, La Belle Promenade Vineyard Single-Vineyard tier Pinot Noir from the Chehalem Mountains AVA with volcanic terroir, rated 96 points by Jeb Dunnuck.
• 2023 Pinot Noir, Stardance Vineyard Single-Vineyard tier Pinot Noir from the Yamhill-Carlton AVA on marine sedimentary soils, rated 96 points by James Suckling.
• 2023 Syrah, Stoney Vine Vineyard Single-vineyard Syrah from The Rocks District of Milton-Freewater AVA, aged 24 months in neutral French oak.
• 2023 Chardonnay, Prime Cut Reserve-tier Chardonnay selected from the vintage's most textured barrels, rated 96 points by International Wine Report.
• 2022 Pinot Noir, Prime Cut Reserve-tier Pinot Noir selected for richness and texture, rated 97 points by Jeb Dunnuck.
• 2024 Gamay Noir Everyday-tier Gamay Noir from Willamette Valley and McKenzie Rose Vineyard, rated 94 points by James Suckling.
• 2024 Trousseau Noir Light-red, chillable Trousseau Noir from The Hazelfern Vineyard, inspired by Jura wines, rated 93 points by James Suckling.
• Friends & Family Wine Club Subscription wine club for individual wine buyers, delivering two six-bottle shipments per year (Spring and Fall) with priority access, exclusive pricing, event access, and four complimentary tastings annually.
• Seated Wine Tastings Reservation-only guided seated wine tasting at the Hazelfern Wine Barn in Newberg, OR, for parties of 1–6 guests at $40 per person, with the fee waived upon a two-bottle purchase.
• E-Gift Card Digital gift card redeemable online at Hazelfern.com and in person at the Hazelfern Wine Barn, available in fixed denominations of $50–$500.
• Hazelfern Crewneck Branded Hazelfern crewneck sweater sold as wine-country apparel merchandise.
• Hazelfern Trucker Cap Branded Richardson snap-back trucker cap with an embroidered Hazelfern patch.
• YETI Wine Tumbler YETI-branded insulated wine tumbler sold as branded merchandise.

Quantifiable outcome

• Multiple wines scored 95-97 points by leading wine critics (James Suckling, Jeb Dunnuck, International Wine Report)

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core.

• Laura Laing (Oregon Distribution)coreChannel Partner/ Reseller/ DistributorOregon state distribution partner for Hazelfern wines. Laura Laing handles wholesale distribution in Oregon.
• Mission Grape DistributorscoreChannel Partner/ Reseller/ DistributorSouth Carolina distribution partner for Hazelfern wines. Website: missiongrape.com
• Phoenix SelectionscoreChannel Partner/ Reseller/ DistributorTennessee distribution partner for Hazelfern wines. Website: phoenixselections.net
• Wine DirectcoreTechnology or IntegrationThird-party software provider providing wine club management and membership hosting services. Hazelfern shares customer information with Wine Direct for Friends & Family Wine Club membership management.
• Sovos ShipCompliantcoreTechnology or IntegrationThird-party software provider providing wine shipping compliance services as required by federal and state laws. Used for compliance in wine shipping across state lines.
• SquarespacecoreTechnology or IntegrationWebsite hosting platform for hazelfern.com. Provides e-commerce functionality, analytics, and online store services. Hazelfern shares customer data with Squarespace for website hosting and email services.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Domaine Serene: High-end Willamette Valley Pinot Noir and Chardonnay producer with broader distribution and luxury hospitality. Comparable varietal focus and Oregon positioning but operates at a much larger commercial scale.
• Stoller Family Estate: Larger Willamette Valley winery with a Dundee Hills estate and broader portfolio including Pinot Noir, Chardonnay, and Rosé. Comparable varietal mix but operates at meaningfully larger scale and brand recognition than Hazelfern.

Direct peers

• Soter Vineyards: Boutique Oregon Pinot Noir and Chardonnay producer focused on Mineral Springs Ranch in Yamhill-Carlton. Comparable in small-production philosophy, single-vineyard approach, and premium price point positioning.
• Ken Wright Cellars: Single-vineyard Oregon Pinot Noir specialist based in Carlton, Willamette Valley. Highly comparable in philosophy (vineyard-designate bottlings, terroir emphasis) and product mix to Hazelfern.
• Beaux Frères: A pioneering Willamette Valley Pinot Noir specialist located in Newberg, Oregon. Closely comparable to Hazelfern in scale, single-vineyard focus, and Pinot Noir/Chardonnay emphasis, with similar terroir-driven positioning in the Chehalem Mountains region.
• Adelsheim Vineyard: Established Willamette Valley winery focused on single-vineyard Pinot Noir and Chardonnay from sub-AVAs like Chehalem Mountains. Comparable in vineyard-designate approach and Oregon terroir-driven portfolio.
• Domaine Drouhin Oregon: Burgundy-house-owned Willamette Valley winery producing Pinot Noir and Chardonnay with Burgundian technique (French oak, malolactic). Directly comparable to Hazelfern's Burgundy-influenced winemaking style and Chardonnay/Pinot portfolio.
• WillaKenzie Estate: Willamette Valley Pinot Noir specialist based in Yamhill-Carlton, with single-vineyard Pinot Noir and Chardonnay production. Comparable in terroir-driven, vineyard-designate approach to Pinot Noir in Oregon.
• Eyrie Vineyards: Historic Willamette Valley winery credited as a pioneer of Oregon Pinot Noir. Comparable in boutique scale, single-varietal focus, and family-driven craft positioning.
• Penner-Ash Wine Cellars: Boutique Willamette Valley Pinot Noir and Chardonnay producer in Newberg, Oregon. Directly comparable in geography (same town), varietal mix, and small-lot premium positioning.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/hazelferncellars
• Instagraminstagram.com/hazelferncellars

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Hazelfern Cellars