Aurora Cellars

What Aurora Cellars does

Aurora Cellars is a sibling-owned-and-operated boutique winery located on the Leelanau Peninsula in Lake Leelanau, Michigan, producing cool-climate wines from approximately 18 acres of estate-grown fruit on glacial sandy loam soils. The winery's portfolio spans sparkling wines (NV Brut Rosé, Blanc de Blanc, and Leora from 100% Pinot Grigio), whites (Grüner Veltliner, Sauvignon Blanc, Dry Riesling, Pinot Blanc, Auxerrois, Gewürztraminer), reds (Blaufränkisch, Pinot Noir, Cabernet Franc, and the Radiance blend), rosé, and ice wine, employing the Charmat method for sparkling production with whole-cluster pressings. Technical infrastructure includes 1,500-gallon white fermenters, 240-gallon Sonoma Cast Stone concrete tanks, and traditional Burgundian yeast and lees aging techniques.

The business operates a diversified multi-channel revenue model anchored by direct-to-consumer wine sales through its estate tasting room, online shop, and a two-tier wine club (Somm and Proprietor) with quarterly allocations and up to 25% member discounts. A points-based loyalty rewards program (Aurora Cellars Rewards) reinforces repeat engagement, redeemable for tastings, vineyard tours, winemaker experiences, and overnight stays at the on-site Victorian farmhouse. The estate functions as a destination venue for weddings (225+ events hosted since 2014), private celebrations, and corporate team-building events, supplemented by a Trade & Wholesale program serving regional restaurants, retailers, and hotels and a dedicated business and personal wine gifting service with volume discounts and engraved branding options. Head Winemaker Drew Perry, Vineyard Manager Nick Florip, and Co-Owner Sam Simpson lead operations under the long-standing Simpson family ownership.

Aurora's wines have earned international critical recognition, including 95 points from Somm Journal for the 2021 Blaufränkisch, 92 points and a 'Best Grüners Outside of Austria' designation from VinePair, and 93 points from Somm Journal for the 2024 Sauvignon Blanc, alongside consecutive Best of Class awards at the San Francisco Chronicle Wine Competition. The property, including the iconic Winslow willow tree and 40'x80' high-peak event tent, has been featured in BRIDES Magazine and The Vow as a premier Midwest vineyard wedding venue. The company is privately held with no external funding or institutional ownership disclosed.

Name

Aurora Cellars

Legal name

Aurora Cellars

Website

https://www.auroracellars.com/

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Aurora Cellars is a sibling-owned boutique winery in Lake Leelanau, Michigan, producing award-winning cool-climate wines from 18 estate acres and operating as a destination venue for weddings, private events, and corporate gatherings, with direct-to-consumer sales via tasting room, wine club, and trade wholesale channels.

Ownership category

akta.pro rank

Product category

Winery

NAICS

Wineries (312130), Wineries (31213), Beer, Wine, and Liquor Retailers (44532)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Wineries & Vineyards (Tasting Rooms) (THAFALAE)

akta.pro secondary industries

Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Gastronomy & Wine-Focused Boutique Hotels (THAGADAG)

Keywords

• Boutique winery
• Estate wine production
• Wine club memberships
• Vineyard wedding venue
• Cool-climate wines

Headquarters

HQ city

Lake Leelanau

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

Revenue model

1. Direct Wine Sales: Direct-to-consumer wine sales through the tasting room, online shop, and wine club shipments. Customers purchase bottles, flights, and glasses during estate visits and can order online for shipping. Includes premium pricing for award-winning wines and limited-production varieties.
2. Wine Club Memberships: Wine club program with two tiers (Somm and Proprietor) offering quarterly allocations of 3 wines. Members receive discounts (up to 25%), complimentary tastings, exclusive access to new releases, and priority event reservations. No automatic shipment obligations but allocation periods allow customization.
3. Private Event Hosting: Revenue from hosting weddings, corporate events, and private parties at the estate. Includes venue rental, catering partnerships, wine minimums ($1,500 for estate weekend wedding packages), and optional add-ons like barrel saunas and farmhouse stays.
4. Wholesale & Trade: Trade and wholesale program selling wines to restaurants, retailers, and other businesses. Features specification sheets, volume pricing, and branded materials for trade partners. Proud member of the Traverse Wine Coast.
5. Loyalty Rewards Program: Aurora Cellars Rewards program earning points on all purchases (online and in-person). Points redeemable for tastings, food, merchandise, and exclusive vineyard experiences. Wine club members earn 2-3x points. No annual fees or automatic shipments required.
6. Gifting & Merchandise: Wine gift sets and Michigan wine delivery services for personal and business gifting. Offers bulk orders with volume discounts, multiple address shipping, engraved branding, and merchandise/apparel items.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels7 records

Core offering

Aurora Cellars is a sibling-owned boutique winery that produces estate-grown cool-climate wines (sparkling, white, red, and rosé) from the Leelanau Peninsula in Michigan, and operates as a destination hospitality site offering wine tastings, vineyard tours, a two-tier wine club, a points-based rewards program, and a full-service wedding and corporate event venue at its Lake Leelanau estate.

Product overview

Aurora Cellars is a sibling-owned-and-operated boutique winery on the Leelanau Peninsula in Lake Leelanau, Michigan. Their product portfolio centers on cool-climate wines produced from estate-grown grapes, including sparkling wines (Brut Rosé, Blanc de Blanc, Leora), white wines (Grüner Veltliner, Sauvignon Blanc, Dry Riesling, Pinot Blanc, Auxerrois, Gewürztraminer), red wines (Blaufränkisch, Pinot Noir, Cabernet Franc, Radiance blend), and rosé wines. Beyond wines, the company offers wine club memberships (Somm and Proprietor tiers), a rewards loyalty program, and serves as an estate venue for weddings, corporate events, and private celebrations featuring the iconic Willow tree ceremony space. Wine experiences include vineyard tours, winemaker tastings, and overnight farmhouse stays for loyalty program members.

Differentiator

Problem solved

Functional benefit

Products and services

• 2018 Cabernet Franc A silver medal-winning Cabernet Franc from Aurora Cellars' library wines; sold via the online shop as a library release.
• NV Brut Rosé A sparkling Brut Rosé full of candied cherries on both the nose and palate with a dry fruit-filled finish, produced using the Charmat method with whole grape clusters to preserve fresh fruit aromatics. Sold to direct consumers, wine club members, and trade partners.
• Blanc de Blanc A 100% Chardonnay sparkling wine produced using the Charmat method, featuring notes of apple and lemon; sold through the online shop and to trade partners.
• Leora A sparkling wine crafted exclusively from 100% Pinot Grigio, inspired by the elegance of Prosecco, positioned as a sparkling option for celebrations; sold via the online shop.
• 2022 Grüner Veltliner A vibrant 100% Grüner Veltliner white wine with aromas of green apple, citrus, and a hint of white pepper; sold via the online shop and to trade partners, distinguished by VinePair as 'Best Gruners Outside of Austria.'
• 2024 Sauvignon Blanc A 100% Sauvignon Blanc with bright crisp citrus notes of grapefruit and lime integrated with minerals drawn from glacial-rich sandy loam soil; sold to consumers, wine club members, and trade buyers.
• 2022 Dry Riesling A dry Riesling with white peach aromatics on the nose and a crisp, mouthwatering finish with classic minerality from vineyard soils; sold through the online shop.
• 2022 Pinot Blanc A white wine blend of 80% Pinot Blanc and 20% Auxerrois with aromatics of pear and lime zest and a crisp, delicate finish; sold through the online shop.
• 2022 Auxerrois A full-bodied Auxerrois white wine with citrus and peach aromas, fermented with classic Burgundian yeast and aged on light lees before bottling; sold through the online shop.
• 2023 Medium Sweet Gewürztraminer A slightly sweet 100% Gewürztraminer white wine with subtle floral notes on the nose and integrated spice on the finish; sold via the online shop and to trade partners.
• Pinot Noir Rosé A Pinot Noir rosé with red berries followed by a crisp finish featuring Meyer lemon and ripe Michigan tart cherry aromatics, made with extended skin contact from Dijon clones; sold via the online shop.
• 2021 Blaufränkisch A dynamic and elegant 100% Blaufränkisch red wine with notes of fresh cracked pepper and blueberry on the finish; sold to consumers, wine club members, and trade buyers as a flagship cool-climate red.
• Pinot Noir An old-school European-style Pinot Noir reflective of traditional Burgundy winemaking with higher acidity and low tannins; sold via the online shop.
• Radiance Red Blend A red blend of 25% Merlot and 75% Blaufränkisch, bright with subtle notes of blackberry and vanilla on the nose, finishing with crushed black pepper; sold via the online shop.
• Wine Club Membership Recurring wine club membership program offered in two tiers (Somm and Proprietor) with quarterly allocations of three wines, discounts up to 25% on orders, complimentary tastings, exclusive access to new releases, and priority event reservations; no automatic shipment obligations with customization during allocation periods.
• Aurora Cellars Rewards Program A free points-based loyalty program in which members earn points on every dollar spent on food, merchandise, and experiences (excluding wine purchases), redeemable for tastings, vineyard tours, winemaker experiences, and overnight stays; wine club members earn 2-3x points. No annual fees or automatic shipments required.
• Estate Weekend Wedding Package Full-service wedding venue package featuring outdoor ceremonies beneath the grand Winslow willow tree, a 40' x 80' high-peak event tent with chandeliers, and Victorian Farmhouse lodging for the couple and guests, with a $1,500 minimum wine purchase for estate weekend weddings.
• Private Events Venue Private party venue in an intimate tasting room accommodating up to 60 guests with estate wines, elegant interiors, private bar, and optional lawn access; booked through direct inquiry with the Event Sales team.
• Corporate Events Package Corporate event package offering team building and retreat experiences at the vineyard with customizable wine experiences, event planning support, professional servers, and sound systems; booked through the Event Sales team.
• Wine Gift Sets Award-winning wines packaged as gift sets for personal and business gifting, including volume discounts on bulk orders of 5+ sets, multi-address shipping, and engraved branding options for corporate gifts.
• Vineyard Tour and Tasting A 90-minute guided walk through scenic vineyards followed by a private tasting, exploring cool-climate grapes and Leelanau Peninsula terroir; bookable with cash or loyalty points (Somm or Proprietor rates).
• Winemaker Tasting An intimate tasting experience hosted with Head Winemaker Drew Perry, exploring the craft behind each Aurora Cellars vintage; available for up to 6 guests and bookable with cash or loyalty points.
• Farmhouse 2-Night Stay Proprietor-member-only 2-night stay at the Victorian farmhouse on the vineyard estate, with three bedrooms, two bathrooms, gas fireplace, kitchen, coffee bar, and barrel sauna for up to six guests; redeemable using loyalty points plus a cash component.

Quantifiable outcome

• 225+ weddings hosted since 2014
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Chateau Grand Traverse: Long-established Leelanau Peninsula winery with estate vineyards and tasting room in the same Michigan cool-climate region. Directly comparable in DTC tasting room, wine club, and varietal portfolio focus.
• Brys Estate Vineyard & Winery: Family-owned boutique winery on the Leelanau Peninsula producing estate-grown cool-climate wines with a tasting room. Closely aligned business model in terms of scale, DTC focus, and estate hospitality.
• Black Star Farms: Northwest Michigan winery offering estate-grown wines, tasting room, inn/lodging, and event venue experiences. Comparable multi-revenue-stream model combining winery, hospitality, and on-site accommodations.
• Mari Vineyards: Old World-style Traverse City area winery with tasting room and Italian-varietal focus. Comparable boutique scale, DTC tasting experience, and emphasis on terroir-driven winemaking.
• M. Lawrence Wines (formerly L. Mawby): Leelanau Peninsula sparkling and still wine producer renowned for méthode traditionnelle bubblies. Comparable cool-climate specialty positioning and DTC tasting room operations.
• Peninsula Cellars: Old Mission Peninsula winery with tasting room and estate-grown cool-climate varietals in Northern Michigan. Comparable boutique scale and DTC tasting room experience.
• Shady Lane Cellars: Northern Michigan boutique estate winery focused on cool-climate varietals with limited production. Comparable estate-grown, terroir-driven positioning.
• Bonobo Winery: Leelanau Peninsula boutique winery offering estate wines and tasting room experiences. Comparable family-run boutique winery with similar DTC model.

Broad incumbents

• St. Julian Winery: Michigan's largest and oldest winery with broad varietal portfolio and statewide wholesale distribution. Broader incumbent offering overlapping varietals at significantly larger scale than Aurora.
• Tabor Hill Winery & Restaurant: Southwest Michigan winery with restaurant and event venue combining winemaking, dining, and hospitality. Comparable event/winery hybrid model at broader regional scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/auroracellars
• Instagraminstagram.com/auroracellars/?hl=en
• LinkedInlinkedin.com/company/aurora-cellars

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Aurora Cellars