CellarTours
CellarTours is a privately held boutique operator, founded in 2003, that designs bespoke private luxury wine and culinary tours across more than 10 countries for affluent travelers and corporate clients.
- Company typePrivate
- Founded2003
- HeadquartersMadrid, Spain
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What CellarTours does
CellarTours, operating under the legal entity Cellar Tastings SL and founded in 2003 in Madrid, Spain (registered in Llanes, Asturias), is a privately held boutique operator specializing in fully bespoke private luxury wine and culinary tours. The company designs end-to-end itineraries for affluent couples, small groups of friends, and corporate clients, combining chauffeured Mercedes transportation, stays at luxury hotels, dining at Michelin-starred restaurants, and private access to premium wineries. Coverage spans more than 10 countries and 15 wine-producing regions, including Spain, France, Italy, Portugal, Croatia, Slovenia, Greece, Argentina, Chile, Uruguay, and South Africa, with Ireland offered as a whiskey-focused variant.
The core service is built on curated supplier relationships, WSET-certified multilingual staff, and a content library of more than 200 editorial articles, supported by earned media placements in outlets such as Condé Nast, Forbes, The Wall Street Journal, and The New York Times. There is no proprietary technology platform or software product; bookings are managed through personalized consultation on a quote basis, with no public pricing or self-service channel.
CellarTours monetizes through two primary revenue streams: luxury tour packages for high-net-worth individuals and small groups, and corporate events and incentive travel programs. The go-to-market is sales-led and event-driven, anchored by luxury travel press, an editorial content engine, and industry association memberships including Slow Food, IACP, ASTA, and OTAVA/UNAV. The firm operates with a small team in the 1-10 employee range and has remained privately funded since inception.
CellarTours firmographics
Firmographics- Name
- CellarTours
- Legal name
- Cellar Tastings SL
- Website
- https://cellartours.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- CellarTours is a privately held boutique operator, founded in 2003, that designs bespoke private luxury wine and culinary tours across more than 10 countries for affluent travelers and corporate clients.
- Ownership category
- akta.pro rank
CellarTours industry classification
Industry- Product category
- Luxury Wine Tours
- NAICS
- Tour Operators (561520)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Culinary & Wine Itinerary Planning (THAKAOAJ)
- akta.pro secondary industries
- Culinary & Wine Travel Agencies (THAKAFAH), Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Private Culinary Experiences (Chef’s Table, Home Dining, Market-to-Meal) (THAJALAH)
Keywords
Where CellarTours is headquartered
LocationHeadquarters
- HQ city
- Madrid
- HQ country
- Spain
- HQ region
- Europe
Offices1 record
Markets served
CellarTours business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Luxury Tour Packages: Fully customized private food and wine tours with all-inclusive pricing covering transportation (Mercedes chauffeur), accommodations, winery visits, dining experiences, and guided tours. Tours are bespoke itineraries designed around individual preferences.
- Corporate Events & Incentives: Custom-designed corporate retreats, team-building events, and incentive trips focused on food and wine experiences.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom luxury wine tour packages |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
CellarTours product offering
Product offeringCore offering
CellarTours designs and delivers tailor-made private luxury food and wine tours across 12+ countries, featuring Mercedes chauffeured transportation, VIP winery access, hand-selected luxury accommodations, and Michelin-starred dining experiences. The company also offers corporate retreats, team-building events, and incentive trips centered on wine country experiences, plus themed tours for honeymoons, anniversaries, and proposals.
Product overview
CellarTours operates as a luxury travel specialist offering private food and wine tours since 2003. The core product is a portfolio of tailor-made private wine tours across 12 countries (Argentina, Chile, France, Italy, Portugal, South Africa, Spain, Croatia, Uruguay, and Ireland for whiskey). The offering includes country-specific wine tours (e.g., Burgundy, Alsace, Tuscany, Rioja), luxury special occasion tours, and corporate event services. Additional offerings include travel guides, winery guides, and a wine education blog. Services are delivered through Mercedes chauffered vehicles, hand-selected luxury accommodations, VIP winery appointments, and Michelin-starred dining experiences.
Differentiator
Problem solved
Functional benefit
Products and services
- Private Food & Wine Tours Luxury tailor-made private journeys through the world's most celebrated wine regions, featuring exclusive winery visits, fine dining experiences, and personal chauffeurs. Targeted at affluent individual travelers seeking bespoke culinary and wine experiences.
- Argentina Wine Tours Private wine tours in Argentina's Mendoza, Salta, and Uco Valley wine regions featuring Malbec, Cabernet Franc, and high-altitude wines for luxury travelers.
- Chile Wine Tours Private tours through Chile's Maipo, Colchagua, Casablanca, Aconcagua, and San Antonio wine regions with VIP winery visits for luxury travelers.
- France Wine Tours Private tours covering French wine regions including Alsace, Beaujolais, Bordeaux, Burgundy, Champagne, Languedoc, Loire, Normandy, Provence, and Rhône for luxury wine travelers.
- Italy Wine Tours
Companies that use CellarTours
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles1 record
CellarTours technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
CellarTours partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Slow FoodcoreCellar Tours is a member of Slow Food, promoting sustainable tourism and supporting local communities. This membership aligns with their focus on authentic regional food and wine experiences and sustainable tourism practices.
- OTAVA / UNAV (Travel Agency Association in Spain)coreCellar Tours is a licensed member of OTAVA/UNAV, the Travel Agency Association in Spain, demonstrating regulatory compliance and industry standing as a bonded tour operator.
- IACP (International Association of Culinary Professionals)coreMembership in IACP connects Cellar Tours with culinary professionals worldwide, supporting their focus on exceptional food and wine experiences.
- ASTA (American Society of Travel Agents)minorMembership in ASTA provides industry credentials and access to professional travel agent network.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
CellarTours competitors and assessment
Company assessmentBroad incumbents
- Scott Dunn: Global luxury tour operator offering fully bespoke private itineraries including wine and culinary experiences; broader portfolio but overlapping affluent customer base and private-chauffeur model.
- Kensington Tours: Luxury bespoke tour operator with private guides, drivers, and customized itineraries across 100+ countries; comparable on private-chauffeur luxury model and high-touch customization, though far larger and broader in scope.
- Butterfield & Robinson: Long-established luxury experiential travel company offering private and small-group guided journeys with food, wine, and cultural immersion; comparable on affluent customer base, decades-long heritage, and bespoke private-tour model.
- Black Tomato: Boutique luxury travel company specializing in bespoke, experience-led itineraries for affluent travelers; comparable on personalization, premium pricing, and curated access, though with broader lifestyle/experiential scope beyond wine.
- Indagare: Members-based luxury travel company offering curated trips with insider access to wineries, restaurants, and cultural experiences; comparable on curated luxury access, though with a membership-led model rather than tour operator model.
- Abercrombie & Kent: Established luxury experiential travel brand with private guided tours and culinary-focused itineraries worldwide; comparable on luxury positioning and customization, though with much broader geographic and product scope.
Direct peers
- Grape Escapes: UK-based specialist wine tour operator offering small-group and private escorted wine tours across Europe; overlaps with Cellar Tours on bespoke European wine itineraries, B2C luxury positioning, and English-speaking clientele.
- Wine Paths: Luxury wine travel specialist offering bespoke private tours across multiple countries (France, Italy, Spain, Portugal, etc.) with VIP winery access and high-end accommodations—directly comparable in product, customer profile, and supplier-driven model.
- Food and Wine Trails: Bespoke luxury food and wine vacation specialist offering private, custom itineraries across European and New World wine regions—closely comparable in product, customer segment, and quote-based bespoke sales motion.
Emerging players
- TravelBound: Custom European private tour operator offering tailor-made itineraries including food and wine experiences across multiple countries; comparable on bespoke private itineraries in Europe, though with a more generalist (not wine-specialist) positioning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
CellarTours social profiles
Digital presenceCellarTours financial estimates
Financial estimateRevenue estimate
Valuation estimate
CellarTours leadership team
Management profileNumber of profiles
Profiles2 records
CellarTours funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CellarTours 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 CellarTours
What does CellarTours do?
CellarTours designs and delivers tailor-made private luxury food and wine tours across 12+ countries, featuring Mercedes chauffeured transportation, VIP winery access, hand-selected luxury accommodations, and Michelin-starred dining experiences. The company also offers corporate retreats, team-building events, and incentive trips centered on wine country experiences, plus themed tours for honeymoons, anniversaries, and proposals.
Is CellarTours a public or private company?
CellarTours is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was CellarTours founded?
CellarTours was founded in 2003. It employs 1 to 10 people.
Where is CellarTours based?
CellarTours is headquartered in Madrid, Spain, in the Europe region.
How does CellarTours make money?
Two revenue lines are on record. Luxury Tour Packages are the primary driver. The others are corporate Events & Incentives.
Who are CellarTours's main competitors?
Broad incumbents on record are Scott Dunn, Kensington Tours, Butterfield & Robinson, Black Tomato, Indagare and Abercrombie & Kent. Direct peers are Grape Escapes, Wine Paths and Food and Wine Trails. TravelBound is listed as an emerging player.
Does CellarTours have an API?
No public API is recorded for CellarTours.
What industry is CellarTours in?
CellarTours's product category is Luxury Wine Tours. Its primary akta.pro industry code is THAKAOAJ, Culinary & Wine Itinerary Planning, with a secondary code of THAKAFAH, Culinary & Wine Travel Agencies. Its NAICS code is 561520 and its SIC code is 7900.