RagApple Lassie

What RagApple Lassie does

RagApple Lassie Vineyards is a family-owned estate winery located in Boonville, Yadkin County, North Carolina, operating within the Yadkin Valley AVA. Founded in April 2000 by Frank W. Hobson Jr. and Lenna Hobson after a transition from tobacco farming triggered by a 53% reduction in tobacco allotments, the business produces 100% estate-grown wines from a 10+ acre vineyard planted initially with Chardonnay and Cabernet Sauvignon and later expanded to include Syrah, Pinot Gris, Pinot Noir, Viognier, Merlot, Zinfandel, and proprietary blends. The portfolio now spans 15 distinct SKUs across varietal wines, rosé, semi-sweet blends, and signature proprietary bottlings such as Luna Rosa, Kaleidoscope Gold, Kaleidoscope Red, Oh My God, Hobson's Choice, Rockford Red, Boonville Blanc, and First Blush. All wines are aged in French and American oak casks within an underground wine cellar featuring a 40-foot wall mural of European vineyards.

The company operates a direct-to-consumer model with three primary revenue streams: walk-in tasting room sales (guided tasting at $30 per person, open Friday through Monday, 12 PM–6 PM), wine club membership subscriptions across three tiers ($99 annual, $199 annual, $899 five-year barrel club), and an e-commerce storefront powered by Vinoshipper. Additional revenue is generated through ticketed live music events, seasonal celebrations, and private event hosting. Customer segments are horizontal and persona-based, including wine enthusiasts, tourists visiting the Yadkin Valley, local repeat visitors, families, and groups seeking casual celebrations.

RagApple Lassie is privately held with no disclosed external investors, funding rounds, or parent company; ownership passed in 2026 to the fourth generation of the Hobson family, Brad and Lori Edwards. The business is expanding its on-site hospitality footprint with the launch of "On The Side Cafe" planned for Spring or Early Summer 2026. Distribution is regional, with no wholesale or third-party retail channels disclosed, and the brand identity ("RagApple Lassie," derived from the founders' Grand Champion show calf) is held as a common-law trademark rather than a registered mark. There are no mobile applications, APIs, third-party integrations, or disclosed technology/digital platform infrastructure beyond the Vinoshipper e-commerce integration and standard social media presence on Facebook and Instagram.

Name

RagApple Lassie

Legal name

RagApple Lassie Vineyards

Website

https://ragapplelassie.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

RagApple Lassie Vineyards is a family-owned estate winery in Boonville, North Carolina, producing 100% estate-grown wines from a 10+ acre Yadkin Valley vineyard. It sells directly to consumers via a tasting room, three-tier wine club, Vinoshipper online shop, and on-site events.

Ownership category

akta.pro rank

Product category

Estate Winery

NAICS

Wineries (312130), Wineries (31213), Grape Vineyards (111332), Beer, Wine, and Liquor Retailers (445320)

akta.pro primary industry

Wine Production & Winemaking (AFAFAAAB)

akta.pro secondary industries

Wine Grape Vineyard Operations (Varietal/AVA Practices, Yield & Quality Targets) (AFAGAJAJ), Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Wine & Sparkling Wine Wineries & Brands (CRADAIAB), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Fine Wine & Luxury Spirits Retail (CRANABAE)

Keywords

• Estate-grown wines
• Yadkin Valley winery
• Wine club memberships
• Wine tastings tours
• Vineyard hospitality

Headquarters

HQ city

Boonville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Wine Sales: Wine sold directly to consumers through the tasting room and online via Vinoshipper shop. Includes both retail bottles and complimentary tastings with membership.
2. Wine Club Memberships: Three-tier membership program with annual fees ranging from $99 to $899. Members receive discounts on purchases, complimentary tastings, access to pre-release wines, and event benefits.
3. Events and Concerts: Live music events and seasonal celebrations with admission fees, sometimes accepting peanut butter donations for the Yadkin Food Closet.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

RagApple Lassie Vineyards grows 100% of its grapes on its Yadkin Valley estate and produces 16+ varietal and blended wines, including Chardonnay, Viognier, Pinot Gris, Syrah, Merlot, Cabernet Sauvignon, Zinfandel, and proprietary blends such as Luna Rosa, Kaleidoscope Gold, Kaleidoscope Red, Oh My God, Hobson's Choice, Rockford Red, Boonville Blanc, and First Blush. It sells these wines directly to consumers through its on-site tasting room, an online shop via Vinoshipper, and three wine club membership tiers, while also offering guided tastings, on-demand winery tours, and live music events.

Product overview

RagApple Lassie is a family-owned vineyard and winery located in Yadkin County, North Carolina, producing estate-grown wines from grapes cultivated in the Yadkin Valley. The core product offering consists of 15 distinct wines across varietals (Chardonnay, Viognier, Pinot Gris, Syrah, Merlot, Cabernet Sauvignon, Zinfandel) and proprietary blends (Luna Rosa Rosé, Kaleidoscope Gold, Kaleidoscope Red, Oh My God, Hobson's Choice, Rockford Red, Boonville Blanc, First Blush). The business operates three wine club membership tiers (Wine Club at $99/year, Over The Moon Club at $199/year, and Moon & Stars Barrel Club at $899/5-year), offers daily wine tastings and on-demand winery tours, and is expanding with an On The Side Cafe opening in 2026. All wines are made 100% from estate-grown grapes. The vineyard sits on land that has been in the Hobson family for generations, transitioning from tobacco farming to viticulture in 2000.

Differentiator

Problem solved

Functional benefit

Brands

• The RagApple Lassie Wine Club: Annual membership at $99 with 20% discount on case purchases, 10% on other purchases, 2 complimentary tastings/glasses per visit, access to pre-release wines, and annual member event.
• The RagApple Lassie Over The Moon Club
• The RagApple Lassie Moon & Stars Barrel Club
• On The Side Cafe

Products and services

• Chardonnay Estate-grown white wine from the vineyard's original 2000 plantings, described as bright, smooth, and delightfully balanced with gentle citrus notes and a soft, creamy finish. Sold to consumers via the tasting room and online shop.
• Viognier Estate-grown fragrant white wine with floral aromas and a whisper of peach, sold direct to consumers through the winery and online.
• Pinot Gris Crisp, refreshing, and versatile estate-grown white wine with notes of pear and green apple.
• Syrah Rich, expressive estate-grown red wine bringing together deep blackberry flavors with a hint of warm spice.
• Merlot Smooth, velvety estate-grown red wine with dark cherry, soft tannins, and a warm, lingering finish.
• Cabernet Sauvignon Bold estate-grown red wine with rich blackberry notes, gentle spice, and a structure that stands tall. One of the original two varietals planted in 2000.
• Zinfandel Lively, fruit-forward estate-grown red wine with ripe berries, a hint of pepper, and a playful charm.
• Luna Rosa Rosé Pretty estate-grown Rosé wine with bright berry flavors and a clean, lively finish.
• Kaleidoscope Gold Proprietary dry estate-grown blend with notes of citrus, honey, and a whisper of floral sweetness.
• Kaleidoscope Red Proprietary dry estate-grown red blend bringing together the best of red varietals with ripe berries, soft tannins, and a velvety finish.
• Oh My God Bold-flavored estate-grown wine with a touch of sweetness, a playful, surprising, and delightfully unforgettable RagApple Lassie original.
• Hobson's Choice Estate-grown wine crafted with depth and character featuring rich, layered flavors with dark fruit, warm oak, and a lingering finish.
• Rockford Red Semi-sweet estate-grown red blend with 2% residual sugar, crafted from a harmonious blend of vinifera grapes - smooth, vibrant, and wonderfully approachable.
• Boonville Blanc Semi-sweet estate-grown white blend with 4% residual sugar, floral and fragrant with soft blossoms on the nose and gentle sweetness.
• First Blush Semi-sweet estate-grown blend primarily from White Zinfandel with 3% residual sugar, featuring gentle berry notes and a lightly crisp finish.
• RagApple Lassie Wine Club Annual $99 membership offering 20% discount on purchases including a case of wine, 10% discount on other purchases, 2 complimentary tastings/glasses per visit, event discounts, and access to pre-release selections.
• RagApple Lassie Over The Moon Club Annual $199 membership with 25% discount on purchases including a case of wine, 15% discount on other purchases, 8 guest passes for free tastings annually, 2 complimentary concert passes, and priority access to pre-release and library releases.
• RagApple Lassie Moon & Stars Barrel Club 5-year membership at $899 allowing members to choose their own barrel (Chardonnay, Merlot, Cabernet Sauvignon, Syrah, or Zinfandel), with 40% discount on chosen wine case per year, 30% discount on case purchases, 20% on other purchases, 12 guest passes, 2 concert passes annually, 2 passes to annual Low Country Boil, and take barrel home at end of term.
• Wine Tastings and Winery Tours Guided tastings of the full estate wine range available daily 12 Noon to 5:00 PM, with on-demand walking winery tours highlighting the winemaking process and equipment at no additional fee.

Named customers3 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

Feature2 records

Partnerships

One partnership is on record.

• School for the Educable Mentally Handicapped (Roxboro)minorOthersCorks from tasting bottles and returned by customers are donated to the school, which creates cork ornaments, garlands, trivettes, and bulletin boards that are then purchased by RagApple Lassie for sale in the tasting room. This sustainable recycling initiative supports the local school while providing unique products.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Elkin Creek Vineyard: Family-owned estate winery in the Yadkin Valley/Surry County region offering tastings, tours, and small events. Comparable family-led DTC estate winery model.
• Childress Vineyards: Yadkin Valley estate winery with a tasting room, restaurant, and on-site event hosting. Competes directly for the same Yadkin Valley wine tourism traffic and DTC wine sales as RagApple Lassie.
• Round Peak Vineyards: Yadkin Valley estate winery with tasting room and event programming. Competes for the same destination-winery tourist base and DTC wine club customer as RagApple Lassie.
• Divine Llama Vineyards: Small North Carolina estate winery offering tastings, tours, and events. Closely comparable in size, family-owned DTC model, and wine tourism focus.
• RayLen Vineyards & Winery: Estate-grown Yadkin Valley winery offering tastings, tours, and events. Competes directly with RagApple Lassie for North Carolina wine tourists and DTC wine club members.
• Shelton Vineyards: One of the largest wineries in Yadkin Valley, NC, that directly inspired RagApple Lassie's founding. Operates an estate vineyard, tasting room, restaurant, and event venue, competing for the same regional wine tourist and wine club member base.
• Jones von Drehle Vineyards: Estate vineyard and winery in the North Carolina foothills producing varietals and estate wines. Directly comparable DTC estate winery competing for regional wine tourists.
• Hanover Park Vineyard: Small family-owned estate winery in Yadkin Valley offering tastings and events. Closely comparable in scale, business model, and target customer to RagApple Lassie.

Emerging players

• Winc: Subscription-based DTC wine club delivering personalized wine selections to consumers nationally. Represents the digitally-native wine club model that competes for share of consumer wine spend, though without the on-site destination component.

Broad incumbents

• Biltmore Winery: North Carolina's largest winery, located in Asheville, with estate vineyards, tasting room, retail, and a national distribution footprint. Sets the regional bar for NC DTC wine tourism and competes for broader brand awareness.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/RagAppleLassieVineyard
• Instagraminstagram.com/?utm_source=pwa_homescreen&__pwa=1
• Xx.com/ragapplelassie
• LinkedInlinkedin.com/company/ragapple-lassie-vineyards

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 RagApple Lassie