Pegasus Bay Winery

Name

Pegasus Bay Winery

Legal name

Donaldson Family Limited

Website

https://pegasusbay.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

Pegasus Bay Winery is a family-owned New Zealand winery in Waipara Valley, North Canterbury, producing multi-tier wines from 35+ year old vines on Glasnevin Gravels, sold domestically via DTC e-commerce, Cellar Door, Wine Club, and wholesale.

Ownership category

akta.pro rank

Product category

Premium Winemaking

NAICS

Wineries (312130), Beer, Wine, and Liquor Retailers (44532), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)

SIC

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

akta.pro primary industry

Wineries & Vineyards (Tasting Rooms) (THAFALAE)

akta.pro secondary industries

Fine Wine & Luxury Spirits Retail (CRANABAE), Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)

Keywords

• Estate winemaking
• Premium wine production
• Wine club subscription
• Cellar door hospitality
• Vineyard experiences

Headquarters

HQ city

Christchurch

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct Wine Sales (E-commerce): One-time transaction sales through the Pegasus Bay website. Customers purchase wines online with credit card payment via Payment Express. Prices quoted in NZD inclusive of GST. Free shipping for NZ addresses. Orders fulfilled within 4 business days.
2. Wine Club Subscriptions: Recurring subscription model through the Pegasus Bay Wine Club offering New Release Subscription. Members receive regular communications and promotional offers. Consent to direct marketing provided upon registration.
3. Cellar Door and Mini Deli: On-site retail sales of wines and artisan food products at the vineyard location. Customers can enjoy products in the gardens and deli space or take away.
4. Wholesale Distribution: Sales through third-party distributors to retail outlets and restaurants. Prices and specials in Cellar Shop and online may differ.
5. Merchandise and Vouchers: Sale of winery merchandise and gift cards/vouchers through the online shop.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Pegasus Bay Winery produces premium estate, reserve, and experimental wines from vineyards on the Glasnevin Gravels in Waipara Valley, North Canterbury. The winery sells its wines directly to consumers through a Shopify e-commerce store, an on-site Cellar Door and Mini Deli, a recurring Wine Club subscription, and through third-party distributors, with shipping limited to New Zealand addresses.

Product overview

Pegasus Bay Winery is a family-owned wine producer operating as a single unified winery with multiple product tiers and sub-brands. The flagship Pegasus Bay Estate offers single-varietal wines (Sauvignon Blanc, Riesling, Chardonnay, Pinot Noir, Cabernet Franc, Merlot Cabernet, Malbec, Gewürztraminer, Muscat, and Sauvignon Semillon). The Reserve series features premium specialty wines including Encore (botrytis Riesling), Finale (Sauternes-style Semillon/Sauvignon Blanc), and Fortissimo (fortified Muscat), alongside other limited releases. The Vergence sub-brand represents experimental wines exploring unconventional winemaking techniques. The secondary Main Divide label provides accessible options, while the Mini Deli offers artisan food products for on-site consumption or takeaway. Additional offerings include large format bottles, mixed pack selections, merchandise, gift vouchers, and a Wine Club subscription service.

Differentiator

Problem solved

Functional benefit

Brands

• Main Divide: A separate wine brand produced by Pegasus Bay Winery, with its own product line including Main Divide and Main Divide Reserve wines.

Products and services

• Pegasus Bay Estate Wines Core single-varietal wines including Sauvignon Blanc, Riesling, Chardonnay, Pinot Noir, Cabernet Franc, Merlot Cabernet, Malbec, Gewürztraminer, Muscat, and Sauvignon Semillon sourced from the Waipara Valley estate vineyards. Targeted at discerning wine consumers seeking premium New Zealand wines.
• Pegasus Bay Reserve Wines Premium reserve-tier wines including Minuetto, Bel Canto, Aria, Virtuoso, Prima Donna, Maestro, Encore, Finale, and Fortissimo, often dessert or specialty wines made in limited quantities. Targeted at wine collectors and enthusiasts seeking rare, critically acclaimed releases.
• Pegasus Bay Vergence Experimental Wines

Quantifiable outcome

• Rated one of New Zealand's top 5 producers by Robert Parker's Guide
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or IntegrationShopify powers the Pegasus Bay online store, handling e-commerce functionality including product listings, shopping cart, checkout, and order management. Pegasus Bay uses Shopify's platform for their entire online sales operation.
• Payment ExpresscoreTechnology or IntegrationPayment Express provides secure credit card payment processing for the Pegasus Bay online store. All online transactions are securely authorized through Payment Express before charges are made.
• Sustainable Winegrowing New ZealandcoreStrategic or Co-development PartnerPegasus Bay is a member of Sustainable Winegrowing New Zealand, demonstrating commitment to sustainable viticulture and winemaking practices. Logo displayed on website footer indicating certification.
• Jason LarramanminorOthersContent creator Jason Larraman produced the 'Four Seasons at Pegasus Bay' promotional video showcasing the contrasting beauty of different seasons at the winery.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Felton Road: Boutique Central Otago winery specializing in Pinot Noir with estate vineyards, biodynamic practices and strong critic scores - directly comparable to Pegasus Bay on premium positioning, single-region estate focus, terroir-driven winemaking and cellar door tasting experience.
• Te Mata Estate: Family-owned Hawke's Bay winery with multi-generational heritage, premium Estate/Reserve ranges, and on-site cellar door experiences - closely comparable to Pegasus Bay on family ownership model, premium positioning and tasting-based tourism.
• Palliser Estate: Martinborough-based premium NZ winery with multiple tiers including a reserve range, cellar door and direct-to-consumer channels - directly comparable to Pegasus Bay across portfolio depth, DTC motion and premium estate positioning.
• Rippon: Family-owned Central Otago winery famous for Pinot Noir with biodynamic vineyards, cellar door and critically acclaimed wines - directly comparable to Pegasus Bay on family ownership, single-region estate focus, premium positioning and tourism experience.
• Ata Rangi: Family-owned Martinborough winery renowned for premium Pinot Noir with estate vines on free-draining gravel soils - closely comparable to Pegasus Bay on family ownership, terroir-driven premium wines, and small-volume reserve production.
• Craggy Range: Premium New Zealand winery operating across Hawke's Bay, Martinborough and Marlborough with estate wines, reserve tiers, cellar door and wine club subscription - directly comparable to Pegasus Bay on premium positioning, multi-tier portfolio, DTC e-commerce and tourism channels.
• Dog Point Vineyard: Boutique Marlborough winery producing premium Sauvignon Blanc and Pinot Noir with strong critic scores and small-volume production - comparable on premium NZ positioning, boutique scale and terroir-driven estate wines.
• Trinity Hill: Hawke's Bay winery producing premium Bordeaux-blend reds, Chardonnay and Syrah with cellar door experiences - comparable to Pegasus Bay on premium NZ estate positioning, multi-varietal portfolio and on-site tasting/dining.

Broad incumbents

• Cloudy Bay: Iconic New Zealand winery (LVMH-owned) producing premium Sauvignon Blanc, Pinot Noir and Chardonnay globally with extensive international distribution - comparable on premium NZ positioning and tiered portfolio, though materially larger and globally distributed versus Pegasus Bay's boutique, NZ-only DTC.
• Villa Maria: One of New Zealand's largest and most awarded wine producers with multiple regional tiers, reserve labels and broad distribution domestically and internationally - overlaps with Pegasus Bay on premium NZ positioning but operates at significantly larger scale and global footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Pegasus Bay Winery