What MAWBY does

MAWBY is a privately held sparkling wine producer headquartered in Suttons Bay, Leelanau County, Michigan, operating from a 30-acre estate at 4519 Elm Valley Road under conservation easement. Founded in the early 1970s by Larry Mawby, the company specializes exclusively in sparkling wines produced via Méthode Champenoise (traditional bottle fermentation, used for premium cuvées such as Talismøn, Blanc Brut, Grace, and Mille) and Cuve Close/Charmat (tank fermentation, used for fruit-forward styles such as Sex, Green, Us, Sandpiper, and Detroit). A solera of reserve wines dating to 1993 underpins the flagship Talismøn Brut Estate Cuvée, providing a multi-decade blending asset that supports premium positioning. The broader portfolio spans dry to sweet styles, lower-ABV options (Green at 9% ABV, Tropic cans at 6% ABV, Neon at 9% ABV), non-alcoholic Safe Sex, méthode ancestrale Eff Nat, and limited collaborations such as Panther Cuvée (with Panther Coffee) and CCS Cuvée (with Detroit's College for Creative Studies). An adjacent sub-brand, bigLITTLE Wines, produces small-batch still wines from 100% Leelanau-grown fruit from a co-located tasting room in Larry Mawby's original house on the same estate, founded by Mike and Pete Laing.

The business model is a hybrid DTC/wholesale construct anchored by the Suttons Bay tasting room and the FIZZ Club semi-annual wine club subscription (two 6-bottle selections per year, ~$150 each, with 15% member discounts, complimentary tastings, and shipping benefits), supplemented by an online wine shop shipping to 17 states and wholesale distribution through Michigan wine shops and regional distributors. Revenue is supplemented by event-driven income including How MAWBY Sparkles tours ($59/person), GRAZE Leelanau food-and-wine pairings ($89/couple), Camp bigLITTLE summer programming, and festival appearances such as Bubbles by the Bay. Custom Labeling provides a B2B-adjacent personalization service for weddings, corporate gifting, and events, with case-quantity discount tiers (15% off 12–35 bottles, 25% off 36+ bottles). Merchandise including branded bottle stoppers and Champs to Go tumblers contributes ancillary revenue. Marketing is multi-channel — tasting room experiences, email/SMS, wine-education blog content, social media, regional and national press (Travel + Leisure, Wine Enthusiast, Food and Wine, MLive, Miami Herald), and partnerships with regional food producers (Leelanau Cheese, Gabe's Country Smoked Meats, Baker's Gamble, Frederick's Wood-Fired Catering) and the Peninsula Club Swap with Black Star Farms and Brys Estate. The company operates with 11–50 employees and reports no external funding, parent company, or ownership changes, consistent with a founder-led, family-held craft winery.

Name

MAWBY

Legal name

MAWBY Sparkling Wines

Website

https://mawby.wine

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

MAWBY is a privately held Michigan sparkling wine producer founded in the early 1970s by Larry Mawby, producing Méthode Champenoise and Cuve Close wines from a 30-acre Suttons Bay estate, selling via tasting room, FIZZ Club subscription, 17-state DTC shipping, and Michigan wholesale.

Ownership category

akta.pro rank

Product category

Sparkling Wine

NAICS

Wineries (312130), Beer, Wine, and Liquor Retailers (445320)

SIC

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

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

akta.pro secondary industries

Wineries & Vineyards (Tasting Rooms) (THAFALAE), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Wine Bars (CRANACAE)

Keywords

• Sparkling wine production
• M\u00e9thode champenoise wines
• Wine club membership
• Winery tasting room
• Custom wine labels

Headquarters

HQ city

Suttons Bay

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Revenue model

1. Direct Wine Sales: Direct-to-consumer wine sales through tasting room and online shop with shipping to select states. Includes Méthode Champenoise premium wines, Cuve Close wines, magnums, and specialty releases.
2. FIZZ Club Membership: Semi-annual wine club with two 6-bottle selections per year (April and September). Members receive 15% discount, complimentary tastings, free shipping benefits, and first access to limited wines. Average selection cost approximately $150.
3. Fizz Club FLEX: Optional membership tier allowing members to skip fulfillment periods. Provides flexibility while maintaining membership benefits.
4. Event Tickets and Experiences: Revenue from hosted events including How MAWBY Sparkles tours ($59/person), GRAZE Leelanau food and wine pairings ($89/couple), Camp bigLITTLE activities, and Bubbles by the Bay festival ($121.30/person).
5. Custom Labeling: Personalized wine label services for events, gifts, and celebrations. Creates custom designs with personal messages or original artwork.
6. Merchandise and Accessories: Sale of branded merchandise including bottle stoppers, Champs to Go insulated tumblers, and other wine-related products.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

MAWBY is a Michigan-based sparkling wine producer that makes and sells traditional and innovative sparkling wines using both Méthode Champenoise (bottle fermentation) and Cuve Close (tank fermentation) techniques. The company operates a tasting room in Suttons Bay, ships wine directly to consumers in 17 states via its online shop, runs the FIZZ Club wine subscription, and offers custom labeling services for events and gifts.

Product overview

MAWBY is a sparkling wine producer based in Suttons Bay, Michigan, specializing exclusively in sparkling wines made using both Méthode Champenoise (traditional Champagne method) and Cuve Close (Charmat) methods. The product portfolio centers on branded sparkling wines including Talismøn (Brut Estate Cuvée with reserve wines dating to 1993), Sex (bestselling brut rosé), Blanc Brut (Blanc de Blancs), Grace (brut rosé), Detroit (semi-sweet with Muscat), Green (vinho verde-inspired, 9% ABV), and Redd (sparkling red). Additional offerings include non-alcoholic Safe Sex, canned Tropic (6% ABV), and premium vintage Mille. MAWBY also operates the FIZZ Club subscription program (two 6-bottle shipments annually) and FIZZ Club FLEX (optional participation), alongside co-located bigLITTLE Wines (still wines). The company provides custom label services and merchandise including bottle stoppers and insulated tumblers. Products are available via the tasting room, online shop, and distributors across Michigan and select states.

Differentiator

Problem solved

Functional benefit

Brands

• bigLITTLE Wines: Small-batch winery focusing on still wines made from 100% Leelanau-grown fruit, located behind the MAWBY tasting room

Products and services

• Talism\u00f8n Brut Estate Cuv\u00e9e Méthode Champenoise Brut sparkling wine blended from Chardonnay, Pinot Noir, Pinot Gris, and Vignoles, featuring a solera of reserve wines dating to 1993.
• Sex Brut Ros\u00e9 Bestselling fruit-forward brut rosé sparkling wine made using the Cuve Close Method.
• Blanc Brut Classic Méthode Champenoise Blanc de Blancs made from Leelanau Peninsula Chardonnay, Pinot Gris, and Riesling.
• Detroit Semi-sweet sparkling wine made with Muscat grapes featuring floral notes of rose, jasmine, and peach.
• Gold Premium sparkling wine in MAWBY's collection.
• Grace Brut Ros\u00e9 Award-winning brut rosé sparkling wine crafted from Pinot Noir, Chardonnay, and Pinot Gris using the traditional method.
• Green Vinho verde-inspired sparkling wine with tropical fruit aromas, lower ABV at 9%, fruitiness and fresh minerality.
• North Sparkling wine in MAWBY's lineup.
• Panther Cuv\u00e9e Limited-edition Méthode Champenoise sparkling wine collaboration with Panther Coffee, infused with Wonderland blend coffee at 11% ABV.
• Redd Semi-dry sparkling red wine made with red hybrid grapes (Regent, Chambourcin, Marquette) using the Cuve Close method.
• Safe Sex Non-Alcoholic Brut Ros\u00e9 Non-alcoholic sparkling brut rosé (less than 0.05% ABV) dealcoholized wine modeled after the bestselling Sex, made from Chardonnay with natural flavors, grape skin extract, and oak tannins.
• Us Off-dry rosé sparkling wine made from Pinot Noir, Chardonnay, and Chambourcin grapes.
• Tropic Cans Canned sparkling rosé infused with passionfruit, dried flowers, and jasmine green tea, dry style at 6% ABV, packaged in 4-packs.
• Neon Sparkling wine at approximately 9% ABV, a lower alcohol option in MAWBY's lineup.
• Eff Nat Pet Nat Pétillant Naturel naturally sparkling wine made from Chardonnay, Pinot Blanc, and Regent grapes using méthode ancestrale where fermentation occurs in bottle.
• Sandpiper Classic house sparkling wine, light and fruity, suitable for mimosas.
• Fizz Original Cuve Close sparkling wine at 3% RS (residual sugar), rich and lush style.
• Bourbon Barrel Redd Seasonal release sparkling red wine aged in bourbon barrels for 14 months, featuring notes of blackberry jam, vanilla, and roses.
• Mille Premium vintage sparkling wine, bottle-fermented from estate's best grapes, aged minimum 5 years. Mille 2018 is 100% Chardonnay from Leelanau Peninsula.
• Toast Dry sparkling wine selection in MAWBY's lineup.
• Freestyle Semi-sweet rosé sparkling wine described as sippable sweetart with juicy flavors.
• Circa 2012 (Mille) Vintage sparkling wine from the Circa 2012 vintage, available in limited quantities.
• CCS Cuv\u00e9e Limited-edition sparkling wine with custom label design by College for Creative Studies student Olivia Plochocki, featuring floral and Detroit skyline design, with botanical additions of elderflower, lemon verbena, and yarrow.
• Magnums 1.5-liter format sparkling wines (double standard bottle) in rotating Méthode Champenoise selections, suitable for parties, with aging potential of 12-15 years.
• FIZZ Club Wine Membership Wine club membership offering two 6-bottle selections per year (April and September), with member perks including 15% discounts, complimentary tastings, first access to limited wines, and free shipping on cases in Zone 1.
• FIZZ Club FLEX Flexible wine club option allowing members to optionally receive six bottles up to two times per year, with the ability to skip fulfillments and customize selections.
• bigLITTLE Wines Small-batch winery co-located with MAWBY, focusing on still wines made from 100% Leelanau-grown fruit, including still varietals, sparklers, and dessert wines, founded by Mike and Pete Laing.
• Custom Labeling Service Personalized wine label service allowing customers to create custom labels with their own images, photos, or messages on MAWBY sparkling wines for weddings, corporate events, and special occasions.
• Bottle Stopper Sparkling wine stopper designed to maintain carbonation and freshness after opening, available in tasting room and online.
• Champs to Go Insulated tumbler for serving sparkling wine at the beach or on-the-go, keeping wine cool and sand-free.

Quantifiable outcome

• Michigan's leading sparkling wine producer with 50+ years of operation

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Twelve partnerships are on record, tiered flagship, core and minor.

• Panther CoffeeflagshipStrategic or Co-development Partner · 21 November 2025Miami-based specialty coffee roaster collaborated with MAWBY to launch Panther Cuvée, a limited-edition sparkling wine infused with Panther Coffee's Wonderland blend. Crafted in Méthode Champenoise tradition, 11% ABV, designed for holiday season as morning energizer, evening refreshment, or gift. Launch event December 4th.
• College for Creative Studies (CCS)coreStrategic or Co-development Partner · 1 January 2025Partnership with CCS in Detroit for collaborative label design project. Students created original label designs; winning design by Olivia Plochocki featured on limited-edition CCS Cuvée. Student artists received scholarships. Winemaking team crafted custom dosage to complement artwork.
• Black Star FarmscoreGTM or Marketing PartnerPartner winery in Peninsula Club Swap program. Fizz Club members receive 15% off tasting room purchases and complimentary half-glass of wine at Black Star Farms locations.
• Brys EstatecoreGTM or Marketing PartnerPartner winery in Peninsula Club Swap program. Fizz Club members receive 15% off tasting room purchases and complimentary half-glass of wine at Brys Estate.
• Leelanau Cheese Co.minorGTM or Marketing PartnerAward-winning local cheese company featured on tasting room menu and at events like Mags and Cheese.
• Gabe's Country Smoked MeatsminorGTM or Marketing PartnerFamily-owned smoked meats business (60+ years) featured prominently on Taste of Leelanau plate in tasting room.
• Natural Northern SpreadsminorGTM or Marketing PartnerLongtime friend of MAWBY, creates spreads featured in tasting room that guests look forward to each visit.
• The Baker's GambleminorGTM or Marketing PartnerIndependent baker in Northport featuring Kate LaCross's creativity regularly at MAWBY Sparkling events.
• Mammoth DistillingminorGTM or Marketing PartnerLocal Northern Michigan gin distillery featured in Leelanau 75 cocktail recipe served at MAWBY events.
• Northern Latitudes DistilleryminorGTM or Marketing PartnerLocal distillery in Leelanau County producing plum liqueur used in Visions of Sugar Plums cocktail recipe.
• Phoenix Fiber ArtsminorGTM or Marketing PartnerPartner for Camp bigLITTLE summer series, hosting charm bar workshops where guests design necklaces while enjoying wine.
• Frederick's Wood-Fired CateringminorGTM or Marketing PartnerWood-fired pizza pop-up at Camp bigLITTLE events, operated by Cole Frederick, featuring fresh ingredients and local inspiration.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Chateau Chantal: Old Mission Peninsula, Michigan winery producing estate-grown still and sparkling wines with tasting room and bed-and-breakfast hospitality. Closest geographic neighbor to MAWBY in the Michigan wine industry, with comparable DTC model and Northern Michigan AVA positioning.
• Black Star Farms: Leelanau Peninsula, Michigan winery and distillery with tasting room, inn, and event venues. Direct regional neighbor to MAWBY and existing partner through the Peninsula Club Swap program for FIZZ Club members, making it both a geographic peer and GTM collaborator.

Direct peers

• Iron Horse Vineyards: Sonoma County, California sparkling wine specialist producing exclusively traditional-method sparkling wines. Directly comparable to MAWBY's Méthode Champenoise focus and estate-grown sparkling-only positioning, with similar tasting room experience emphasis.
• J Vineyards & Winery: Russian River Valley sparkling and still wine producer (now owned by E. & J. Gallo) specializing in méthode traditionnelle sparkling wines. Comparable to MAWBY in its traditional-method focus, premium positioning, and tasting room hospitality experience.
• Gruet Winery: New Mexico-based sparkling wine producer specializing in méthode champenoise wines at accessible price points. Comparable to MAWBY as a non-traditional U.S. sparkling region specialist with traditional method production and broad national distribution.
• Schramsberg Vineyards: California's leading Méthode Champenoise specialist, producing traditional-method sparkling wines (Blanc de Blancs, Blanc de Noirs, J. Schram) for over 150 years. Closest direct analog to MAWBY as a U.S. sparkling wine-only producer with heritage brand and premium positioning.
• Roederer Estate: Anderson Valley, California estate of Champagne Louis Roederer producing traditional-method sparkling wines. Comparable to MAWBY in its single-estate, méthode-traditionnelle focus and DTC-tasting room model, though at significantly larger scale.
• Argyle Winery: Oregon's leading sparkling wine producer, crafting méthode champenoise wines from Willamette Valley fruit. Comparable to MAWBY in its traditional-method specialization, single-region identity, and DTC direct-to-consumer emphasis.

Broad incumbents

• Domaine Chandon: Moët Hennessy's California sparkling wine estate in Yountville, producing méthode traditionnelle sparkling wines with full national distribution and on-site hospitality. Comparable to MAWBY in traditional-method focus and tasting room experience, but operates as part of a global luxury portfolio at much larger scale.
• Korbel Champagne Cellars: One of the largest U.S.-based méthode champenoise producers (California) with broad national distribution across price points. Comparable category positioning to MAWBY in traditional-method sparkling, but at significantly larger scale and lower average price point.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• Xx.com/mibubbly

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 MAWBY