Double Decanted
Double Decanted is a Houston-based, founder-owned direct-to-consumer wine retailer selling 271+ curated wines from France, Italy, Spain, Portugal, and the U.S. via a Lightspeed e-commerce site and a physical showroom, supplemented by wine classes, tasting events, charity partnerships, and gift cards.
- Company typePrivate
- Founded2008
- HeadquartersHouston, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Double Decanted does
Double Decanted is a privately held, Houston, Texas-based direct-to-consumer wine retailer founded in 2008 by owner Kelly Prohl. The company sells a curated catalog of 271+ wines spanning France (with deep emphasis on Burgundy and Champagne), Italy, Spain, Portugal, and U.S. regions including California, Oregon, and Washington, with prices ranging from under $20 to over $2,000 per bottle. Operations are built on a Lightspeed e-commerce storefront combined with a physical showroom at 11311 Richmond Ave, Suite L104, where customers can pick up orders or attend by-appointment tastings; shipping is available beyond Houston on request.
Beyond retail, Double Decanted monetizes through wine classes led by WSET-certified educators, in-person and partnered tasting events, a (currently coming-soon) Champagne-focused Bubbles Club subscription, digital gift cards starting at $25, and ongoing charity partnerships with six Houston-area nonprofits. The go-to-market is DTC, driven by an educational blog, an email newsletter, organic social media (Instagram, Facebook, Twitter, Pinterest), and an event-led community strategy. The company has no external investors, no disclosed revenue, one reported legal entity, and an estimated headcount of 1–10; Kelly Prohl serves as owner, selector, educator, and competition judge.
Double Decanted firmographics
Firmographics- Name
- Double Decanted
- Legal name
- Double Decanted
- Website
- https://doubledecanted.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Double Decanted is a Houston-based, founder-owned direct-to-consumer wine retailer selling 271+ curated wines from France, Italy, Spain, Portugal, and the U.S. via a Lightspeed e-commerce site and a physical showroom, supplemented by wine classes, tasting events, charity partnerships, and gift cards.
- Ownership category
- akta.pro rank
Double Decanted industry classification
Industry- Product category
- Wine Retail
- NAICS
- Beer, Wine, and Liquor Retailers (44532)
- akta.pro primary industry
- Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)
- akta.pro secondary industries
- Fine Wine & Luxury Spirits Retail (CRANABAE), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF)
Keywords
Where Double Decanted is headquartered
LocationHeadquarters
- HQ city
- Houston
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Double Decanted business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Wine Retail Sales: Direct retail sales of wines to consumers through e-commerce website. Offers individual bottles and curated multi-bottle selections (e.g., 6-bottle Bordeaux samplers, holiday specials). Prices range from budget-friendly options to premium collectibles. Default local pickup with shipping/delivery available in Texas and other states.
- Wine Classes and Events: Interactive educational wine tasting classes and events. Classes are taught by credentialed wine educators and sommeliers. Events include themed tastings (e.g., French wines with Alliance Francaise, charity gala donations).
- Gift Cards: Digital gift cards available in customizable amounts (starting at $25), delivered instantly via email.
- Charity Partnerships and Donations: Wine donations and sales for charity events where a portion of proceeds is donated to partnered nonprofits (CAP Gala, Performing Arts Houston Kaleidoscope Ball).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Gift Cards |
| One time/ perpetual license | Pay-as-you-go | Event Tickets - Alliance Francaise Tasting |
| Transaction based/ take rate | Pay-as-you-go | Charity Gala Cash Donations |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Double Decanted product offering
Product offeringCore offering
Double Decanted is an online and showroom-based wine retailer that sells premium and collectible wines from France, Italy, Spain, Portugal, and the United States directly to consumers. Beyond retail, it offers in-person wine tastings, WSET-certified wine classes, a Champagne-focused subscription (Bubbles Club), and digital gift cards. The business combines e-commerce with a physical Houston showroom for local pickup and by-appointment visits.
Product overview
Double Decanted is a wine e-commerce retailer offering a curated selection of wines across multiple regions. The core product is the online wine shop featuring over 271 wines from the United States, Italy, Spain, Portugal, and France. The portfolio includes wine clubs (Bubbles Club), wine events and tastings, wine classes taught by certified educators, charity partnerships, and gift cards. The company positions itself as providing personalized wine recommendations and educational experiences alongside its retail operations.
Differentiator
Problem solved
Functional benefit
Products and services
- Wine Sales (Online Shop) Online wine shop offering 271+ wines across multiple price points from the United States (Washington, California, Oregon), Italy, Spain, Portugal, and France (Gevrey Chambertin, Volnay, Savigny les Beaune, Chateauneuf du Pape, Rhone, Burgundy Red, Burgundy White, Champagne). Fulfilled via local Houston pickup or shipping to Texas and select other states.
- Bubbles Club Wine club subscription offering curated Champagne selections for members.
- Wine Events & Tastings In-person wine tasting events featuring curated selections of wines with educational components to improve tasting skills; held at the Houston showroom and partner venues.
- Wine Classes Interactive educational wine tasting classes taught by WSET-certified wine educators (DipWSET, WSET Level 3, Court of Master Sommeliers certified) covering wine regions, varietals, tasting technique, and saké.
- Gift Cards Customizable digital gift cards starting at $25, delivered instantly via email to recipients for use on the Double Decanted storefront.
Companies that use Double Decanted
Customer profileSegments1 record
Ideal customer profiles1 record
Double Decanted technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Double Decanted partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Performing Arts HoustoncoreDouble Decanted supports Performing Arts Houston's annual Kaleidoscope Ball (Mariposas de Guadalajara) through wine donations and cash contributions used to purchase alcohol for auction items. Donation options include $75 or $100 amounts selectable at checkout with delivery to the gala.
- Alliance Francaise de HoustoncoreDouble Decanted partners with Alliance Francaise de Houston to host tasting events featuring French wines, cheeses and charcuterie. Events include 30+ French sparkling, rose, white and red wines to taste with ordering available. A portion of entry fees ($49/person) is donated to the nonprofit. Alliance Francaise is a 501(c)(3) nonprofit celebrating French language and culture, part of a worldwide network founded in Paris in 1883.
- Citizens for Animal Protection (CAP)coreDouble Decanted supports CAP's annual Paws Gala through wine donations. Customers can donate wine or cash (used to purchase wine) that is featured in the Bubbles Pull auction at the November 18, 2023 gala at The Post Oak Hotel. CAP is a nonprofit committed to sheltering, rescuing and placing homeless animals.
- GiGi's Playhouse SugarlandminorGiGi's Playhouse Sugar Land offers FREE educational and therapeutic programs to individuals with Down syndrome and their families. Double Decanted partners to support this mission through gala donations.
- Houston Arboretum and Nature CenterminorDouble Decanted partners with the Houston Arboretum & Nature Center to support its mission to educate children and adults about the natural world while preserving the Arboretum as a sanctuary for native plants and animals.
- Women of Wine Charities (WOW Charities)coreWOW Charities is a 501(c)(3) nonprofit formed in 2007 by 15 women associated with the wine industry. Their mission is to further charitable interests through educational programs and events, with the Houston Area Women's Center (HAWC) as their charity of choice. To date, WOW Charities has given $850,000 to HAWC with a goal to reach $1 million by 2027.
Recent moves5 records
Expansion highlights5 records
Double Decanted competitors and assessment
Company assessmentDirect peers
- Wine.com: Largest US online wine retailer offering a broad multi-region catalog with shipping and gifting. Directly comparable as a DTC wine e-commerce operator competing for the same premium-bottle buyer.
- K&L Wine Merchants: Specialty wine retailer combining online storefront with physical stores, strong Burgundy/Champagne and fine wine focus. Comparable in curated premium assortment and knowledgeable staff model.
- Sherry-Lehmann: Long-standing New York fine wine merchant with curated premium assortment and personal customer relationships. Comparable in fine-wine specialty positioning and collector-oriented clientele.
- Binny's Beverage Depot: Large Midwest multi-store beverage retailer with strong online ordering. Comparable in combining physical retail with a wide-range wine catalog at competitive price points.
- Astor Wines & Spirits: NYC-based wine and spirits retailer with deep online catalog and emphasis on competitive pricing. Comparable in DTC e-commerce mechanics and breadth of import regions.
Regional players
- Spec's Wines, Spirits & Finer Foods: Texas-headquartered multi-store wine, spirits, and specialty food retailer with strong local presence. Comparable as a Texas-anchored beverage retailer competing for the same Houston-area buyer.
Emerging players
- Vivino: Wine marketplace and discovery app that connects consumers with retailers via its platform. Comparable as a DTC wine discovery-and-purchase channel reaching enthusiast buyers.
Broad incumbents
- Drizly: Large alcohol delivery marketplace owned by Uber, offering rapid home delivery of wine, beer, and spirits. Comparable as a DTC alcohol fulfillment channel targeting convenience-driven buyers.
- Total Wine & More: National big-box beverage retail chain carrying beer, wine, and spirits across price tiers. Overlaps on wine retail but competes on scale, pricing, and breadth rather than fine-wine curation.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks5 records
Key highlights5 records
Customer concentration
Double Decanted social profiles
Digital presenceDouble Decanted financial estimates
Financial estimateRevenue estimate
Valuation estimate
Double Decanted leadership team
Management profileNumber of profiles
Profiles3 records
Double Decanted funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Double Decanted M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Double Decanted
What does Double Decanted do?
Double Decanted is an online and showroom-based wine retailer that sells premium and collectible wines from France, Italy, Spain, Portugal, and the United States directly to consumers. Beyond retail, it offers in-person wine tastings, WSET-certified wine classes, a Champagne-focused subscription (Bubbles Club), and digital gift cards. The business combines e-commerce with a physical Houston showroom for local pickup and by-appointment visits.
Is Double Decanted a public or private company?
Double Decanted is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Double Decanted founded?
Double Decanted was founded in 2008. It employs 1 to 10 people.
Where is Double Decanted based?
Double Decanted is headquartered in Houston, United States, in the North America region.
How does Double Decanted make money?
Four revenue lines are on record. Wine Retail Sales are the primary driver. The others are wine Classes and Events, gift Cards and charity Partnerships and Donations.
Who are Double Decanted's main competitors?
Direct peers on record are Wine.com, K&L Wine Merchants, Sherry-Lehmann, Binny's Beverage Depot and Astor Wines & Spirits. Spec's Wines, Spirits & Finer Foods is listed as a regional player. Vivino is listed as an emerging player. Broad incumbents are Drizly and Total Wine & More.
Does Double Decanted have an API?
No public API is recorded for Double Decanted.
What industry is Double Decanted in?
Double Decanted's product category is Wine Retail. Its primary akta.pro industry code is CRANABAB, Wine Retail (Bottle Shops & Wine Merchants), with a secondary code of CRANABAE, Fine Wine & Luxury Spirits Retail. Its NAICS code is 44532.