2 Lads Winery
2 Lads Winery is a privately held boutique winery on Michigan's Old Mission Peninsula producing cool-climate red, white, sparkling, and rosé wines from its 23-acre estate vineyards, selling directly via tasting room, e-commerce shipping to 19 states, a four-tier wine club, and wholesale distribution through Eagle Eye Brands.
- Company typePrivate
- Founded1999
- HeadquartersTraverse City, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What 2 Lads Winery does
2 Lads Winery is a privately held boutique winery operating from a 58-acre estate on the Old Mission Peninsula near Traverse City, Michigan, with 23 acres of estate vineyards planted across 1999, 2001, and 2008. The company produces cool-climate wines across four core lines — red wines, white wines, sparkling wines, and rosé wines — supplemented by a library of reserve and aged vintages, all crafted in a 10,500-square-foot multi-level facility that employs gravity-flow and gentle handling techniques to minimize pumping and filtering.
The business operates a hybrid direct-to-consumer and wholesale model. DTC revenue is generated through an on-site tasting room offering tiered experiences ($15 flights, $40 guided tasting, $75 private tour and tasting), an e-commerce storefront shipping to 19 states plus DC, and a four-tier wine club with semi-annual shipments ranging from approximately $90 to $250. Wholesale distribution is handled by Eagle Eye Brands for Michigan counties outside Grand Traverse County, with direct wholesale retained in-county. Additional revenue streams include venue hosting for weddings and corporate events, plus branded apparel and accessories.
Customers span seasoned wine enthusiasts and curious novices seeking cool-climate Old Mission Peninsula wines, couples and businesses hosting private events, and restaurants and wine shops sourcing regional wines through wholesale channels. The company is independently owned with no disclosed institutional investors, parent company, or external funding, and operates as a standalone single-site winery with no subsidiaries.
2 Lads Winery firmographics
Firmographics- Name
- 2 Lads Winery
- Legal name
- 2 Lads Winery
- Website
- https://2lwinery.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- 2 Lads Winery is a privately held boutique winery on Michigan's Old Mission Peninsula producing cool-climate red, white, sparkling, and rosé wines from its 23-acre estate vineyards, selling directly via tasting room, e-commerce shipping to 19 states, a four-tier wine club, and wholesale distribution through Eagle Eye Brands.
- Ownership category
- akta.pro rank
2 Lads Winery industry classification
Industry- Product category
- Winery / Estate Wine Production
- NAICS
- Wineries (312130), Grape Vineyards (111332), Beer, Wine, and Liquor Retailers (44532), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820)
- SIC
- Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180), Beverages (2080)
- akta.pro primary industry
- Wineries & Vineyards (Tasting Rooms) (THAFALAE)
- akta.pro secondary industries
- Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Wine & Sparkling Wine Wineries & Brands (CRADAIAB), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Wine Bars (CRANACAE)
Keywords
Where 2 Lads Winery is headquartered
LocationHeadquarters
- HQ city
- Traverse City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
2 Lads Winery business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales
Revenue model
- Direct Wine Sales (Tasting Room & E-commerce): Revenue from selling wine directly to consumers through the on-site tasting room and online storefront. Customers can purchase wine by the glass, bottle, or flight tastings.
- Wine Club Memberships: Semi-annual shipments (May and October) of wine assortments ranging from 3 to 12 bottles depending on membership tier. Automatic credit card billing with membership benefits including discounts on purchases and complimentary experiences.
- Wholesale Distribution: Bulk wine sales to restaurants and wine shops through Eagle Eye Brands for Michigan markets and direct wholesale for Grand Traverse County.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Wine Tasting Flight |
| Unit Pricing | Pay-as-you-go | Guided Tasting Experience |
| Unit Pricing | Pay-as-you-go | Private Tour & Tasting |
| Subscription | Multi-year contract | Three Bottle Club |
| Subscription | Multi-year contract | The Vineyard (Six Bottle Club) |
| Subscription | Multi-year contract | The Vault (Six Bottle Club Premium) |
| Subscription | Multi-year contract | The Cellar (Twelve Bottle Club) |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels3 records
2 Lads Winery product offering
Product offeringCore offering
2 Lads Winery produces and sells estate-grown cool-climate wines (reds, whites, sparkling, rosé, and library wines) from a 23-acre vineyard on the Old Mission Peninsula in Traverse City, Michigan, using gravity-flow winemaking in a 10,500-square-foot facility. The winery sells directly to consumers through an on-site tasting room, e-commerce with multi-state shipping, a multi-tier wine club, and hosts tasting experiences, private tours, and event bookings. It also distributes wholesale to restaurants and wine shops via Eagle Eye Brands in Michigan.
Product overview
2 Lads Winery is a boutique winery on the Old Mission Peninsula producing cool-climate wines across four main product lines: Red Wines, White Wines, Sparkling Wines, and Rosé Wines, supplemented by Library Wines from reserve vintages. The winery operates a multi-tiered wine club membership program (Three Bottle Club, The Vineyard, The Vault, and The Cellar) offering shipments twice yearly with escalating discounts and benefits. Visitor experiences include standard Wine Tasting flights, a Guided Tasting Experience, and Private Tour & Tasting packages. The winery also offers event hosting services for weddings and corporate functions, alongside branded Apparel and Accessories merchandise.
Differentiator
Problem solved
Functional benefit
Products and services
- Red Wines Cool-climate red wines produced from estate vineyards on the Old Mission Peninsula, sold via tasting room, e-commerce, wine club, and wholesale.
- White Wines Small-run cool-climate white wines such as Pinot Gris and Riesling crafted from Old Mission Peninsula estate grapes.
- Sparkling Wines Sparkling wines produced at the Old Mission Peninsula estate using traditional and modern winemaking methods.
- Rosé Wines Rosé wines crafted from estate-grown Old Mission Peninsula grapes.
- Library Wines Reserve and aged wines from previous vintages offered in limited quantities, with access via guided tastings and member-only releases.
- Three Bottle Wine Club Wine club membership delivering a three-bottle semi-annual assortment of wines such as Sparkling Pinot Grigio, Pinot Gris, and Pinot Noir, with a 10% discount, $5 flights, glass pour discounts, and a complimentary annual tour for up to 6.
- The Vineyard Wine Club (Six Bottle) Six-bottle wine club shipment featuring Pinot Gris, Riesling, Pinot Noir, and Crisp Sparkling wines, with a 15% discount on purchases and 50% off wine-by-the-glass pours for members and guests.
- The Vault Wine Club (Six Bottle Premium) Six-bottle premium wine club with selections including Pinot Noir D. Cuvée, sparkling wines, and reserve or small-production offerings, plus member benefits.
- The Cellar Wine Club (Twelve Bottle) Twelve-bottle wine club shipment featuring a robust assortment of all wines including occasional unique bottle offerings, with a 25% discount on wine and merchandise.
- Wine Tasting Experience Self-guided wine flights at the on-site tasting room for $15 per person, with wine by the glass, charcuterie, and outdoor seating available on a first-come, first-served basis.
- Guided Tasting Experience Curated wine tasting led by experienced staff at $40 per person, featuring current favorites, small-production offerings, and occasional library selections, with house-prepared charcuterie for groups up to 6.
- Private Tour and Tasting Private 90-minute tour and tasting at $75 per person including vineyard walk-through, winemaking overview, sustainable farming education, curated wine selection, and house-prepared charcuterie for groups up to 6.
- Event Hosting Estate venue rental for weddings, private celebrations, wine dinners, and corporate functions with vineyard and bay views, offering versatile indoor and outdoor event spaces.
- Branded Apparel Branded clothing and apparel items featuring the 2 Lads Winery logo, sold via the e-commerce store and tasting room.
- Branded Accessories Branded wine-related accessories and merchandise sold via the e-commerce store and tasting room.
Companies that use 2 Lads Winery
Customer profileSegments3 records
Ideal customer profiles3 records
2 Lads Winery technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
2 Lads Winery partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Eagle Eye BrandscoreEagle Eye Brands serves as the wholesale distribution partner for 2 Lads Winery, distributing wines to restaurants and wine shops throughout Michigan counties outside Grand Traverse County. Located at 300 East Long Lake Road, Suite #145, Bloomfield Hills, MI 48304.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
2 Lads Winery competitors and assessment
Company assessmentDirect peers
- Shady Lane Cellars: Michigan boutique estate winery focused on cool-climate varietals with a tasting room. Comparable small-production, estate-grown DTC model.
- Chateau Grand Traverse: Old Mission Peninsula winery specializing in cool-climate Riesling, Pinot Grigio, and Pinot Noir with estate vineyards and a tasting room. Closest direct peer given shared peninsula location, varietal focus, and DTC tasting-room model.
- L. Mawby / M. Lawrence: Michigan sparkling wine specialist with tasting room on the Leelanau Peninsula. Directly comparable small-production sparkling focus, DTC model, and Michigan cool-climate positioning.
- Black Star Farms: Traverse City-area estate winery with tasting room, inn, and event hosting. Comparable multi-revenue-stream model (wine, hospitality, events) and similar DTC experience pricing tiers.
- Château Chantal: Old Mission Peninsula estate winery combining vineyard, tasting room, and bed-and-breakfast/event hospitality. Comparable estate scale with overlapping wine club, tasting, and event revenue streams.
- Mari Vineyards: Old Mission Peninsula estate winery focused on Italian-style and cool-climate varietals with a tasting room. Comparable boutique estate scale, DTC experience model, and Old Mission Peninsula terroir.
- Brys Estate Vineyard & Winery: Old Mission Peninsula boutique estate winery producing cool-climate reds and whites with on-site tasting. Comparable estate-vineyard-plus-tasting-room operating model in the same appellation.
- Bowers Harbor Vineyards: Old Mission Peninsula estate winery with tasting room producing cool-climate reds, whites, and sparkling wines. Direct peer on geography, varietal mix, and small-production DTC positioning.
- Peninsula Cellars: Old Mission Peninsula estate winery with tasting room producing cool-climate reds and whites. Direct peer on geography, estate scale, and tasting room-led DTC strategy.
Broad incumbents
- St. Julian Winery: Michigan's largest winery with broad varietal portfolio and statewide distribution including a wine club. Overlaps in Michigan DTC and wholesale channels but operates at much larger scale across multiple labels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
2 Lads Winery social profiles
Digital presence2 Lads Winery financial estimates
Financial estimateRevenue estimate
Valuation estimate
2 Lads Winery leadership team
Management profileNumber of profiles
2 Lads Winery funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
2 Lads Winery 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 2 Lads Winery
What does 2 Lads Winery do?
2 Lads Winery produces and sells estate-grown cool-climate wines (reds, whites, sparkling, rosé, and library wines) from a 23-acre vineyard on the Old Mission Peninsula in Traverse City, Michigan, using gravity-flow winemaking in a 10,500-square-foot facility. The winery sells directly to consumers through an on-site tasting room, e-commerce with multi-state shipping, a multi-tier wine club, and hosts tasting experiences, private tours, and event bookings. It also distributes wholesale to restaurants and wine shops via Eagle Eye Brands in Michigan.
Is 2 Lads Winery a public or private company?
2 Lads Winery is a private company. It is classified as unknown and is currently operating.
When was 2 Lads Winery founded?
2 Lads Winery was founded in 1999. It employs 1 to 10 people.
Where is 2 Lads Winery based?
2 Lads Winery is headquartered in Traverse City, United States, in the North America region.
How does 2 Lads Winery make money?
Three revenue lines are on record. Direct Wine Sales (Tasting Room & E-commerce) is the primary driver. The others are wine Club Memberships and wholesale Distribution.
Who are 2 Lads Winery's main competitors?
Direct peers on record are Shady Lane Cellars, Chateau Grand Traverse, L. Mawby / M. Lawrence, Black Star Farms, Château Chantal, Mari Vineyards, Brys Estate Vineyard & Winery, Bowers Harbor Vineyards and Peninsula Cellars. St. Julian Winery is listed as a broad incumbent.
Does 2 Lads Winery have an API?
No public API is recorded for 2 Lads Winery.
What industry is 2 Lads Winery in?
2 Lads Winery's product category is Winery / Estate Wine Production. Its primary akta.pro industry code is THAFALAE, Wineries & Vineyards (Tasting Rooms), with a secondary code of THAJAGAD, Wine Tastings & Vineyard/Winery Tours. Its NAICS code is 312130 and its SIC code is 5180.