Priority Wine Pass

What Priority Wine Pass does

Priority Wine Pass is a private, founder-operated wine tasting membership platform founded in 2012 and headquartered in Napa, California. The company sells a digital/physical annual pass that grants members complimentary or 2-for-1 tastings and other discounts at a network of partner wineries spanning 15+ US and Canadian wine regions including Napa, Sonoma, Oregon, Washington, Texas, Colorado, Virginia, and British Columbia. The company is led by founder Jamie Cegelski, alongside co-operator Steve Gaebe, with a small team of 11-50 employees; no external funding rounds have been disclosed.

The technology stack is a direct-to-consumer e-commerce platform built on WordPress (GeneratePress theme) with native iOS and Android applications for pass management, plus a YOTPO integration that surfaces a 4.8-star rating across 1,599 certified reviews. In 2020 the company pivoted to launch virtual wine tastings, shipping tasting kits ($75-$500/shipment) paired with live winemaker-led sessions on Zoom, and subsequently extended this model via sister site PriorityExperiences.com into beer, whiskey, non-alcoholic, and premium cheese experiences. Revenue is generated across five streams: annual subscription wine pass sales, pay-as-you-go virtual tasting kits, usage-based driver services ($55-$145+/hr) in Napa and Sonoma, concierge trip-planning fees, and corporate event packages; ancillary income includes an AirBnB-listed downtown Napa vacation rental owned by the founders. Distribution is digital-direct via the company's own website, mobile apps, and PriorityExperiences.com, supplemented by affiliate partnerships (Harvest Hosts, Brewery Pass), co-marketing alliances (Family Winemakers of California), lodging/transport partners (Harvest Inn, AmazingCo), and tech integration with YOTPO.

Name

Priority Wine Pass

Legal name

Priority Wine Pass

Website

https://prioritywinepass.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Priority Wine Pass is a Napa-based membership platform that sells annual wine tasting passes providing 2-for-1 and discounted tastings at partner wineries across 15+ US and Canadian wine regions, supplemented by virtual tasting kits, concierge trip planning, driver services, and corporate event packages for individual consumers, couples, and corporate teams.

Ownership category

akta.pro rank

Product category

Wine Club Membership

NAICS

Tour Operators (561520)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Alcohol Subscription & Wine Clubs (Retail) (CRANABAF)

akta.pro secondary industries

Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Wineries & Vineyards (Tasting Rooms) (THAFALAE)

Keywords

• Wine club membership
• Wine tasting discounts
• Virtual wine tasting
• Wine tourism services
• Concierge trip planning

Headquarters

HQ city

Napa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Wine Pass Sales: Annual or multi-use wine passes providing members discounted or free tastings at partner wineries across wine regions including Napa, Sonoma, and other US wine regions
2. Virtual Wine Tasting Kits: Shipment of wine tasting kits with guided virtual experiences led by winemakers, priced from $75 per shipment
3. Concierge and Driver Services: Fee-based driver services in Napa and Sonoma ranging from $55-$145+ per hour, and custom trip planning services
4. Vacation Rental: Short-term rental of property in downtown Napa owned by company founder, booked through AirBnB

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Priority Wine Pass sells a wine tasting membership pass that grants holders access to complimentary and 2-for-1 tastings plus discounts at partner wineries across major US wine regions including Napa, Sonoma, Oregon, and Washington. The company complements the pass with virtual wine tasting kits (shipped wines plus guided live sessions with winemakers), personalized concierge trip planning, corporate event planning, chauffeur services, and curated vacation packages.

Product overview

Priority Wine Pass operates a wine tasting membership platform with two core offerings: the Priority Wine Pass (a physical/digital membership pass providing exclusive 2-for-1 tastings and discounts at partner wineries across West Coast wine regions) and Virtual Wine Tasting (a remote wine experience with shipped kits and live guided sessions). Supporting these core products are add-on services including Concierge & Trip Planning for personalized itineraries, Corporate Event Planning for team-building and client events, Driver Service for transportation in wine regions, a Downtown Napa Vacation Rental owned by the founder, a Couple's Napa Valley Vacation Package, a Wine Tasting Blog, and specialized Virtual Wine Tasting formats for parties and team building.

Differentiator

Problem solved

Functional benefit

Products and services

• Priority Wine Pass An annual/multi-use wine tasting membership pass that provides exclusive benefits and discounts (including 2-for-1 tastings, complimentary upgrades, and special experiences) at partner wineries across major West Coast and other US wine regions such as Napa, Sonoma, Oregon, and Washington.
• Virtual Wine Tasting A remote wine tasting experience featuring shipped wine kits paired with live guided sessions led by winemakers, sommeliers, or winery owners via video call, priced from $75 to $500 per shipment depending on winery and experience level.
• Concierge & Trip Planning Personalized itinerary planning, large group planning services for 10+ people, and trip coordination for wine country visits in Napa and Sonoma.
• Corporate Event Planning Corporate wine tasting event planning services including team-building experiences, executive retreats, and client entertainment events in wine country.
• Driver Service Chauffeur services for wine tasting transportation in Napa and Sonoma with exclusive Priority Wine Pass pricing, including driver rental options ranging from $55 to $145+ per hour with a five-hour minimum booking.
• Downtown Napa Rental Vacation rental property in downtown Napa owned by the Priority Wine Pass founder, offering accommodations with insider tips for wine country guests, booked through AirBnB.
• Napa Couple's Package Two-day all-inclusive Napa Valley vacation package starting at $3,000 per couple, including a 2-night stay at Harvest Inn, full-day tasting experience at 3 wineries with driver, picnic lunch for two, and daily brunch; members save $500–$1,000 off standard pricing.
• Virtual Wine Tasting Party Virtual celebration package for birthdays, bridal showers, and special occasions featuring wine tasting experiences led by winemakers.
• Virtual Wine Tasting Team Building Corporate team-building activity featuring virtual wine tasting kits shipped to remote team members with guided tasting sessions; targeted at HR departments and companies with distributed teams.

Quantifiable outcome

• Customers save approximately $300 on a 4-day wine country trip using the pass
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Harvest HostsminorGTM or Marketing PartnerCross-promotional partnership with Harvest Hosts for RV/camping enthusiasts who enjoy wine tasting. Listed in navigation as partner.
• AmazingCocoreStrategic or Co-development PartnerPartnership for Mystery Wine Region Adventure package - full day prepaid wine tasting experience at 3 Napa wineries for $264 per couple. Includes insider tips and self-guided tour.
• Family Winemakers of CaliforniacoreGTM or Marketing PartnerPartnership providing Priority Wine Pass members with exclusive 2-for-1 event admission to all 2024 Signature Tasting Events starting with Del Mar event.
• Brewery PassminorGTM or Marketing PartnerRelated brand for craft beer experiences, cross-linked on website as part of partner ecosystem.
• Harvest InncoreStrategic or Co-development PartnerPartner hotel for Ultimate Couples Package providing 2-night stay accommodations as part of all-inclusive wine country vacation experience.
• Various Driver Services CompaniesminorChannel Partner/ Reseller/ DistributorNetwork of vetted driving companies and drivers in Napa and Sonoma offering exclusive rates to Priority Wine Pass customers. Five-hour minimum bookings.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• WineryHopper: WineryHopper offers wine tasting passes and tours across multiple US wine regions, directly overlapping with Priority Wine Pass's core wine pass and concierge business model.
• CellarPass: CellarPass is a wine tasting reservation and pass platform connecting consumers to wineries, similar to Priority Wine Pass's core offering. Both monetize through membership/pass programs at partner wineries across multiple US wine regions.
• Toast Tours: Toast Tours offers wine tour and concierge services in Napa and Sonoma, directly competing for the same tourist audience Priority Wine Pass serves in its core geographies.

Broad incumbents

• Klook: Klook is a large Asian-headquartered travel experiences platform with growing US presence including wine country activities. It is comparable as a broad experiential marketplace competing for similar wine country tourist bookings.
• Viator: Viator (owned by Tripadvisor) is a large online travel experiences marketplace offering wine tours and tastings across Napa, Sonoma, and global wine regions. It competes with Priority Wine Pass for wine tourist bookings while offering a much broader category footprint.
• Airbnb Experiences: Airbnb Experiences is a global marketplace for bookable local experiences including wine tastings, vineyard tours, and virtual tastings. It competes with Priority Wine Pass's virtual and in-person tasting offerings within Airbnb's massive distribution platform.
• GetYourGuide: GetYourGuide is a global marketplace for tours, attractions, and experiences, including extensive wine tasting offerings in major US wine regions. Its scale and capital base make it a broad incumbent competing for the same wine tourist demand.

Regional players

• Napa Valley Wine Train: The Napa Valley Wine Train offers a distinctive dining and wine tasting experience in Napa Valley. It competes for Napa wine tourist dollars in the same primary region Priority Wine Pass serves, though via a single owned experience rather than a multi-winery pass.

Emerging players

• Wine Folly: Wine Folly is a leading wine education and content platform with an established audience among wine enthusiasts. It is comparable as a content-and-community-driven wine brand that could compete for the same consumer attention and downstream commerce.
• Winc: Winc is a wine subscription and DTC wine club that competes with Priority Wine Pass for wine enthusiast consumer spend and lifetime value. While Winc focuses on wine delivery rather than tasting access, both are membership-based wine businesses targeting similar end consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/priority_wine
• YouTubeyoutube.com/prioritywinepass
• Facebookfacebook.com/PriorityWinePass
• LinkedInlinkedin.com/company/priority-wine-pass
• Instagraminstagram.com/prioritywinepass
• Pinterestpinterest.com/prioritywinepass

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Priority Wine Pass