The Vineyard at Hershey

What The Vineyard at Hershey does

The Vineyard at Hershey is a privately held winery and craft brewery operating on a 40-acre historic farm at 598 Schoolhouse Road in Middletown, Pennsylvania, near Hershey. Founded in 2008 by four friends — Jason L. Reimer, Douglas Gellatly, Lynn Day, and L. Paul Vezzetti, II — the company planted vines in 2009 and opened the winery in 2012, scaling to 60,000+ bottles of wine annually across dry whites, dry reds, semi-sweet, sweet, dessert, and specialty wines. Following customer demand, the founders added a craft brewery (The Brewery at Hershey) with a 10-barrel brew house, producing eight craft beer styles plus hard seltzers, and later launched The DeCider, an artisanal hard cider sub-brand made from PA Preferred Apples with differentiated flavors like Presidential Peanut Butter and Boston Tea Party.

The business operates on a direct-to-consumer, experience-driven model. Revenue streams include on-site wine tastings ($8 for 6 samples), bottle and growler sales, a Partners Club wine club membership ($25 one-time fee, quarterly 3-bottle shipments, 1-year commitment), VIP tours of the winery and brewery, overnight RV/camper accommodations via the Harvest Host program, and venue rental for weddings (capacity up to 200 guests), corporate events, and social gatherings. The company also runs ticketed entertainment programming, including a Summer Concert Series featuring tribute bands (e.g., O.A.R., The Reagan Years, Here's Elton) and the weekly Decked Out Live Friday night series. Distribution is regional (Hershey/Harrisburg area) with cross-promotional partnerships through Hershey Harrisburg Wine Country, the Mason-Dixon Wine Trail, the Hershey Harrisburg Regional Visitors Bureau, and lodging partners including The Hotel Hershey, Hershey Lodge, and Sleep Inn. Pricing is transparent across consumer channels, and bookings are managed via JRNI (bookingbug) and Eventbrite integrations. The company employs 11-50 staff, including part-time bartenders, events assistants, and a brewer/production manager.

Name

The Vineyard at Hershey

Legal name

The Vineyard at Hershey LLC

Website

https://vineyardathershey.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

The Vineyard at Hershey is a privately held winery and craft brewery operating on a 40-acre historic farm in Middletown, PA, near Hershey. It produces 60,000+ bottles of wine annually, craft beer, and hard ciders, and generates revenue through tastings, retail sales, a wine club, venue rentals for weddings and corporate events, and ticketed concert series.

Ownership category

akta.pro rank

Product category

Winery and Craft Brewery

NAICS

Wineries (312130), Breweries (31212), Grape Vineyards (111332), Drinking Places (Alcoholic Beverages) (7224), Beer, Wine, and Liquor Retailers (445320)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Wineries & Vineyards (Tasting Rooms) (THAFALAE)

akta.pro secondary industries

Wine Bars (THAFAEAF), Cideries & Meadery Tasting Rooms (THAFALAI), Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)

Keywords

• Craft winery
• Craft brewery
• Hard cider production
• Wine club subscriptions
• Event venue hospitality

Headquarters

HQ city

Middletown

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Wine and Beer Tastings: On-site tasting room charges $8 for 6 wine samples; brewery offers flights of 5 products. No reservation required for standard tastings.
2. Bottle and Retail Sales: Direct bottle sales of wines (60,000+ bottles annually), craft beers, and hard ciders. Beer sold by pint and growler.
3. Wine Club Membership: Partners Club membership with $25 one-time fee and one-year commitment. Quarterly shipments of 3 bottles (All Dry, All Sweet, or Winemaker's Choice). Members receive 15% off quarterly shipments and 10% off all purchases year-round.
4. Event Tickets and Season Passes: Paid concerts including Summer Concert Series (signature events) and Decked Out Live (Friday night series, 21+). Season passes available for DOL series.
5. Private Event Rentals: Wedding venues (indoor space up to 200 people), corporate events, and social gatherings. Contact [email protected] for bookings.
6. VIP Tours: VIP Winery Tour and Wine Tasting (daily at 1:00 and 2:30, max 12 people) and VIP Brewery Tour and Beer Tasting (weekends only at 2:00 and 3:30, max 10 people). Reservations required 48 hours in advance.
7. Overnight Accommodations: Harvest Host RV and camper overnight parking (free for Harvest Host members, $25/night for non-members).

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

The Vineyard at Hershey is a dual winery and craft brewery that handcrafts and sells premium Pennsylvania wines (60,000+ bottles annually), craft beers, and hard ciders directly to consumers through on-site tasting rooms, bottle sales, and a subscription wine club. The venue also operates as a hospitality destination offering VIP tours, weddings, corporate events, and seasonal live music concerts on its 40-acre historical farm near Hershey, PA.

Product overview

The Vineyard at Hershey is a dual-production winery and craft brewery offering handcrafted wines, beers, and hard ciders across its 40-acre historical farm in Middletown, PA. The operation centers on two core products: the Winery producing over 60,000 bottles of wine annually (spanning dry whites, dry reds, semi-sweet, sweet, and dessert varieties) and the Brewery featuring craft beers and hard seltzers. A third product line, The DeCider, offers artisanal hard ciders. These core products are supported by experiential services including a farmhouse Tasting Room, Brewery & Patio Bar, VIP tour experiences, and venue rental for weddings and corporate events. The company also runs seasonal entertainment programs (Summer Concert Series and Decked Out Live) and maintains a wine club membership (Partners Club) offering quarterly shipments and exclusive benefits. Personalized wine labeling provides a B2B/customization service for special occasions.

Differentiator

Problem solved

Functional benefit

Brands

• The DeCider: A line of artisanal hard ciders hand-crafted from PA Preferred Apples
• The Brewery at Hershey

Products and services

• The Vineyard at Hershey Winery Handcrafted wines produced from Pennsylvania-grown grapes on a 40-acre historical farm, offering over 60 varieties spanning dry whites, dry reds, semi-sweet, sweet, dessert, and specialty wines including chocolate port style.
• The Brewery at Hershey Craft beer brewed on-site in a 10-barrel brewing system, featuring varieties including Hefeweizen, Amber Ale, NE IPA, West Coast IPA, Shandy, Light Lager, and American Lager, plus hard seltzers.
• The DeCider Hard Ciders Artisanal hard ciders hand-crafted from PA Preferred Apples, including unique flavors such as Presidential Peanut Butter (peanut butter cider) and Boston Tea Party (tea and lavender infused cider).
• Winery Tasting Room Farmhouse tasting room offering 6 wine samples for $8.00 with views of the vineyard and natural spring pond. Open daily 12pm-5pm, no reservation required for general tastings.
• Brewery & Patio Bar On-site brewpub at the Big Red Barn offering craft beer flights, pints, and growler fills, along with free live music on weekends. Wednesday trivia nights and weekend open hours.
• VIP Winery Tour and Wine Tasting Guided behind-the-scenes tour covering the winemaking process from grape to glass, including walking wine pour, production center tour, and 4-sample flight paired with cheese, chocolate, or dried fruit. Offered daily at 1:00 and 2:30, max 12 people, reservations required 48 hours in advance.
• VIP Brewery Tour and Beer Tasting Guided tour of the brewing process from grain to glass in the 10-barrel brew house, including walking beer pour and 5-product flight tasting paired with cheese, chocolate, or dried fruit. Offered weekends at 2:00 and 3:30, max 10 people, reservations required 48 hours in advance.
• Summer Concert Series Signature outdoor concert events on the patio featuring tribute bands and artists including Marc Roberge of O.A.R., The Reagan Years, Here's Elton, and Boat House Row. Includes food trucks, 21+ age requirement, and patio and lawn seating.
• Decked Out Live Friday Concert Series Weekly Friday night concert series from May to September featuring local bands and tribute acts. Season passes and single event tickets available. Rolling Grill food truck on-site, 21+ only.
• Wedding & Event Venue Services Central Pennsylvania's indoor and outdoor wedding venue accommodating up to 200 guests with scenic vineyard and pond views and catering partnerships. Also hosts rehearsal dinners, bridal showers, and social gatherings.
• Corporate & Social Event Venue Corporate and social gathering venue with multiple on-property locations including the Upper Deck overlooking the vineyard. Hosts corporate receptions, team building, birthday parties, anniversaries, family reunions, baby showers, and retirement parties.
• Partners Club Wine Club Membership Quarterly wine subscription delivering 3 bottles per quarter (choice of all dry, all sweet, or winemaker's choice). Benefits include free tastings, reserved tent seating at events, exclusive presale access, 15% off quarterly shipments, and 10% off all purchases. One-time $25 fee with one-year minimum commitment.
• Personalized Wine Labels Private label wine customization service for corporate events, weddings, birthdays, anniversaries, and holidays. Customers can provide custom labels or have designs created by the company.

Segments6 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

Partnerships

Ten partnerships are on record, tiered minor and core.

• Premiere #1 Limousine ServiceminorChannel Partner/ Reseller/ DistributorExclusive transportation partner offering wine tour transportation to The Vineyard at Hershey. Offers all-inclusive packages including VIP Tour & Tasting, dinner at Fenicci's of Hershey, and overnight at Sleep Inn. Located at 200 Vine St.
• Sleep Inn & Suites HarrisburgminorGTM or Marketing PartnerLodging partner at 631 Eisenhower Boulevard, Harrisburg, PA 17111. Offers The Vineyard at Hershey visitors their lowest rate year-round. Part of negotiated package rates for visitors.
• The Hotel HersheyminorGTM or Marketing PartnerLuxury lodging partner at 100 Hotel Rd, Hershey, PA 17033. Part of negotiated package rates for visitors to the Hershey wine country region.
• The Hershey LodgeminorGTM or Marketing PartnerLodging partner at 325 University Dr, Hershey, PA 17033. Part of negotiated package rates for visitors to the region.
• Hershey Harrisburg Wine CountrycoreGTM or Marketing PartnerRegional tourism organization representing 15 wineries in the Hershey-Harrisburg area. Cross-promotional partner for wine country destination marketing. Located in Dauphin County wine region.
• Mason-Dixon Wine TrailcoreGTM or Marketing PartnerSouth Central Pennsylvania wine trail of distinctive wineries. Partnership provides cross-promotional opportunities within the regional wine tourism ecosystem.
• Hershey Harrisburg Regional Visitors BureauminorGTM or Marketing PartnerRegional tourism organization providing lodging and dining partner listings, visitor resources, and cross-promotional opportunities for the Hershey region.
• Harvest Host ProgramminorGTM or Marketing PartnerRV camping membership program that provides free overnight parking for members at The Vineyard at Hershey. Network of wineries, breweries, farms and other unique camping locations.
• Rolling Grill Food TruckminorStrategic or Co-development PartnerFood truck partner that provides food service during Decked Out Live Friday night concerts and other events. Menu changes weekly and is featured on Facebook events page.
• Fenici's of HersheyminorGTM or Marketing PartnerRestaurant partner included in Premiere #1 Limousine Service all-inclusive tour packages. Part of the Hershey area dining ecosystem promoted to visitors.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Penns Woods Winery: Pennsylvania estate winery producing handcrafted wines with a tasting room and wine club. Comparable producer-scale DTC winery in the same Mid-Atlantic region with similar small-lot, attention-to-detail philosophy.
• Nissley Vineyards: Lancaster County, PA winery with tasting room, wine club, and event programming (notably weddings and concerts). Closely comparable destination winery model with stacked revenue streams in the same PA wine country region.
• Chaddsford Winery: Established Pennsylvania winery with on-site tasting room, wine club, and event programming. Highly comparable DTC model with comparable scale (mid-five-figure case production) and similar Central/Eastern PA positioning.
• Mount Hope Estate & Winery: Pennsylvania estate winery pairing wine production with a major live-event venue (Pennsylvania Renaissance Faire). Comparable multi-revenue model combining beverage DTC with destination entertainment.
• Galen Glen Winery: Pennsylvania winery known for Germanic-style varietals and on-site tasting experiences. Similar small-batch production philosophy and direct-to-consumer focus targeting Pennsylvania wine tourists.
• Waltz Vineyards: Lancaster County, PA estate winery with a tasting room, wine club, and live event programming. Closely mirrors The Vineyard at Hershey's combination of estate wine, music/events, and DTC consumer experiences.

Regional players

• Lancaster Brewing Company: Pennsylvania craft brewery with restaurant and event programming. Comparable on-premise craft beer DTC model with comparable geographic positioning in PA tourism corridors.
• Stoudts Brewing Company: Pennsylvania craft brewery and restaurant with adjacent antique mall and event hosting. Comparable combined brewery + events model in PA with on-site destination traffic.
• Tröegs Independent Brewing: Largest independent craft brewer in Central Pennsylvania with on-site tasting room and food. Regional benchmark for craft brewery scale and DTC taproom economics in the same Hershey/Harrisburg market.

Others

• Fenicci's of Hershey: Long-standing Hershey, PA restaurant and bar included in limousine tour packages with The Vineyard at Hershey. Adjacent ecosystem partner rather than direct competitor, but competes for the same Hershey visitor dining/spending dollar.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/the-vineyard-at-hershey
• Xx.com/vineyardhershey

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 The Vineyard at Hershey