What Peninsula Cellars does

Peninsula Cellars is a family-owned winery located on Old Mission Peninsula just north of Traverse City, Michigan, founded by Dave and Joan Kroupa in 1994 as a diversification of their multigenerational cherry farming operation (vineyard plantings began in 1991). The company produces a portfolio of more than 40 SKUs across white wines (Pinot Blanc, Chardonnay, Riesling, Gewürztraminer, Pinot Grigio), red wines (Pinot Noir, Cabernet Franc, Merlot, Blaufränkisch, Lemberger, Cabernet Sauvignon), rosés, sparkling wines, fruit wines (cherry and apple varieties), and a 2023-expanded hard cider line; all wines are sourced from estate or Old Mission Peninsula fruit under a minimal-intervention winemaking philosophy. Operations are run from a converted circa-1896 one-room schoolhouse tasting room with an outdoor patio overlooking Maple Grove vineyard.

The business generates revenue through three channels: direct-to-consumer sales at the tasting room and via online ordering (shipping within Michigan and select states), the Peninsula Cellars University wine club (two seasonal shipments per year in November and April, with a $50 cancellation fee and 30-day notice requirement), and wholesale distribution exclusively within Michigan through Republic National Distributing Company, Marchetti Distribution Co. Inc., and Alpena Beverage. Pricing ranges from $16.99 entry-level bottles to $45.00 reserve bottles, with $18.00 wine flights, and a separate hard cider price ladder from $3.99 cans to $24.00 growlers.

Ownership and operations remain entirely family-controlled following the January 2021 passing of founder Dave Kroupa. John Kroupa (sixth-generation farmer, MSU Horticulture '98) serves as Owner and General Manager; Joan Kroupa continues in bookkeeping and financial planning; Mike Altesleben (MSU Viticulture, WSU Oenology) joined in 2020 as Wine and Hard Cider Maker; Caitlin Hammond (Western Michigan University) joined in 2013 as Director of Operations. The company has no external investors, no parent entity, no disclosed revenue, and headcount in the 11-50 band.

Name

Peninsula Cellars

Legal name

Peninsula Cellars

Website

https://peninsulacellars.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Peninsula Cellars is a family-owned winery on Michigan's Old Mission Peninsula, producing estate-grown wines, fruit wines, and hard ciders sold through a tasting room, online ordering, a seasonal wine club, and three Michigan wholesale distributors.

Ownership category

akta.pro rank

Product category

Winery

NAICS

Wineries (312130)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Wineries & Vineyards (Tasting Rooms) (THAFALAE)

akta.pro secondary industries

Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Cider & Perry Production (AFAFAAAD)

Keywords

• Estate winery
• Fruit wines
• Hard cider
• Wine club
• Wine tasting

Headquarters

HQ city

Traverse City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Wine Sales: Tasting room retail sales and direct online orders shipped to customers, including wine flights, bottles, hard cider, and merchandise.
2. Wine Club Membership: Peninsula Cellars University wine club with automatic annual renewal, requiring at least two shipments (November and April), members charged for selections plus shipping and taxes.
3. Distribution to Retailers: Wholesale distribution of wines through Michigan-based distribution partners to retail stores.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Peninsula Cellars is a family-owned Michigan winery producing estate-grown red, white, rosé, and sparkling wines, plus cherry and apple fruit wines and hard ciders from grapes and fruit grown on Old Mission Peninsula. The company sells directly through a tasting room in a converted 1896 schoolhouse, online ordering with shipping, a subscription wine club (Peninsula Cellars University) with seasonal shipments, and wholesale distribution to Michigan retailers via three partner distributors.

Product overview

Peninsula Cellars is a family-owned winery on Old Mission Peninsula near Traverse City, Michigan, founded in 1994 by Dave and Joan Kroupa. The winery operates from a converted 1896 one-room schoolhouse and produces a diverse portfolio of wines including white wines (Pinot Blanc, Chardonnay, Riesling, Gewurztraminer), red wines (Pinot Noir, Cabernet Franc, Merlot, Blaufrankisch, Lemberger), rosé wines, sparkling wines, fruit wines (cherry and apple varieties, including dessert wines), and hard ciders. The wines are made from grapes grown on Old Mission Peninsula with a minimalistic philosophy allowing regional fruit expression. The company also offers a wine club membership (Peninsula Cellars University), direct-to-consumer tasting room experiences, and online wine ordering with shipping across applicable states.

Differentiator

Problem solved

Functional benefit

Brands

• Peninsula Cellars University Wine Club: Wine club membership program with shipments in November and April
• Peninsula Proud

Products and services

• 2021 Pinot Blanc Estate-grown white wine with delicate pear, apple and citrus notes and a crisp finish, 0.0% residual sugar.
• 2022 Gewurztraminer Estate-grown white wine featuring floral aromatics with tropical fruit flavors, balanced spice, and bright acidity.
• 2023 Chardonnay Estate-grown white wine that bursts with fruit-forward flavors of honeydew melon and tropical fruit, well balanced with soft acidity.
• 2023 Dry Riesling Estate-grown white wine with refreshing citrus bouquet, lively lemon zest and grapefruit flavors, priced at $21.99 per bottle.
• 2021 Semidry Riesling Estate-grown white wine with flavors of bright citrus, tropical stone fruits and ripe apricots, with a crisp lemon-lime finish.
• 2020 Late Harvest Riesling Dessert-style estate-grown white wine with ripe flavors of kiwi, melon and orange blossom honey, rich tropical notes with lemon-lime finish.
• 2019 Pinot Grigio Estate-grown white wine with aromas of tropical fruits and bright citrus, flavors of pineapple and lime, priced at $19.99 per bottle.
• 2017 Manigold Gerwurztraminer Estate-grown white wine with a dry, intense floral bouquet, ripe grapefruit flavors, spicy and full-bodied, priced at $18.99 per bottle.
• 2018 Barrel Aged Chardonnay Estate-grown crisp Chardonnay with smooth finish and gentle oak influence, barrel aged for 9 months.
• Old School White Estate-grown multivarietal white wine blend of Pinot Blanc and Gewürztraminer, light and bright with citrus, ripe melon and pineapple notes, priced at $18.49 per bottle.
• Old School Red Estate-grown medium-body red wine blend of Cabernet Franc, Merlot, Lemberger and Baco Noir with flavors of raspberry, cherry, and blueberry.
• 2018 Pinot Noir Reserve Estate-grown medium-bodied red wine with flavors of cherries and ripe blackberries, crème brûlée finish, aged 14 months in French oak, priced at $31.99 per bottle.
• 2021 Cabernet Franc Reserve Estate-grown medium-bodied red wine with aromas of licorice, leather and dried fruit, well-balanced acid with flavors of mocha and spice, priced at $39.99 per bottle.
• 2021 Cabernet Franc Merlot Reserve Estate-grown red wine blend with eucalyptus and violet aromas, flavors of baking spice and ripe fruit, 0.0% residual sugar, priced at $39.99 per bottle.
• 2018 Merlot Reserve Estate-grown red wine with aromas of plum, cherry and black currant, well balanced with flavors of cherries, hazelnut, and cinnamon.
• 2020 Blaufrankisch Reserve Estate-grown red wine with black pepper, dried fruit, and licorice on the nose, flavors of black currant and dark berries, priced at $39.99 per bottle.
• 2020 Gamay Noir Reserve Estate-grown red wine with aromas of black raspberry, violets, oak and birch bark, flavors of dark fruit and tart cherries.
• 2018 Lemberger Reserve Estate-grown light-bodied red wine with aromas of cinnamon, spice, and black cherry, flavors of pepper and spicy cherry, priced at $29.99 per bottle.
• 2017 Cabernet Sauvignon Reserve Estate-grown full-bodied Cabernet Sauvignon with firm tannins, soft mouthfeel and lingering finish, aromas of blackberry jam, boysenberry, leather and eucalyptus, priced at $45.00 per bottle.
• Exchange Student Bold west-coast Cabernet Sauvignon sourced from Washington State, priced at $34.99 per bottle.
• Detention Estate-grown semi-sweet red blend of Baco Noir, Lemberger, and Cabernet Franc with mixed berry flavors, pairs well with most dishes.
• 2019 Pinot Noir Merlot Rosé Estate-grown rosé wine blend with flavors of cherry, strawberry, and rhubarb and a creamy midpalate, priced at $17.99 per bottle.
• 2017 Lemberger Rosé Reserve Estate-grown rosé wine with red berry aromas, vanilla and spice with gentle oak, aged in French oak, priced at $20.00 per bottle.
• 2021 Pinot Noir Vin Gris Estate-grown rosé wine with aromas of white cherry and strawberry cream, tropical flavors, candied cherry and mineral notes with balanced brightness and a touch of sweetness.
• Homework Estate-grown sweet-style rosé wine with flavors of strawberry, watermelon and raspberry.
• I'll Drink To That Estate-grown dry sparkling wine made with a blend of Chardonnay, Pinot Blanc, and a splash of Pinot Noir, with flavors of bartlett pear, citrus, and ripe melon.
• Pop Quiz Estate-grown sparkling wine with bright strawberry fruitiness and lively bubbles, priced at $19.99 per bottle.
• Kroupa Orchards Cherry Wine Estate-grown sweet cherry wine made with black sweet cherries, priced at $16.99 per bottle.
• Kroupa Orchards White Cherry Wine Estate-grown cherry wine made with Emperor Francis cherries with delicate sweetness and softly balanced acidity.
• Kroupa Orchards Apple Wine Estate-grown apple wine blend of Macintosh, Spy, Empire, and Greening apples, light and crisp with acidic tang, priced at $16.99 per bottle.
• Hot Rod Cherry Estate-grown sweet wine blend of Balaton, Montmorency and Ulster cherries with cherry pie flavors.
• Mélange Estate-grown sweet cherry dessert wine produced in port style from estate-grown cherries, enhanced with grape spirits, priced at $29.99 per bottle.
• Montage Estate-grown apple dessert wine aged in bourbon barrels, fortified with apple brandy distilled from estate-grown apples, smooth and warm with hints of vanilla and caramel.
• Hard Cider Line Estate-grown hard cider made in old English style from apples grown on the centennial Kroupa family farm, available in rotating seasonal varieties and multiple formats at 5.5% ABV.
• Peninsula Cellars University Wine Club Subscription-based wine club membership program with curated seasonal wine shipments in November and April and member-exclusive benefits.
• Tasting Room Experience Wine tasting experience at the converted 1896 one-room schoolhouse on Old Mission Peninsula, including wine flights ($18.00), wine and cider by the glass, and light snack options.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• Republic National Distributing CompanycoreChannel Partner/ Reseller/ DistributorMichigan-based distribution partner with location at 425 Gordon Industrial Court SW, Byron Center, MI 49315. Handles wholesale distribution of Peninsula Cellars wines to retailers throughout Michigan.
• Marchetti Distribution Co. Inc.coreChannel Partner/ Reseller/ DistributorMichigan-based distribution partner located at 700 Emeline St, Sault Ste. Marie, MI 49783. Provides wholesale distribution services for Peninsula Cellars products.
• Alpena BeveragecoreChannel Partner/ Reseller/ DistributorMichigan-based distribution partner located at 1313 Kline Rd, Alpena, MI 49707. Handles distribution of Peninsula Cellars wines in the northeastern Michigan region.
• Wineries of Old Mission Peninsula (WOMP)coreGTM or Marketing PartnerCollaborative marketing partnership with other wineries on Old Mission Peninsula for joint events such as the Great Mac N' Cheese Bake Off, promoting the wine region collectively.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Regional players

• Round Barn Winery & Estate: Southwest Michigan family-owned winery, distillery and brewery with tasting room and wine club; comparable multi-beverage DTC and family-run model in a different Michigan region.
• Black Star Farms: Northern Michigan (Suttons Bay) winery and inn with tasting room, wine club and distillery; comparable DTC, wine club and tourism model but at larger scale and outside the immediate Old Mission Peninsula geography.
• St. Julian Winery: Michigan's largest winery, producing wines and ciders distributed statewide; comparable fruit-wine and hard-cider production and Michigan-only wholesale, but at much larger scale.

Emerging players

• Virtue Cider: Michigan-based craft cidermaker producing traditional-style ciders from estate and partner-grown apples; directly comparable hard-cider product line leveraging Michigan fruit and minimal-intervention philosophy.

Direct peers

• Mari Vineyards: Old Mission Peninsula estate winery specializing in Italian-style and Rhone-style varietals with tasting room and wine club; comparable estate-grown philosophy and DTC focus on the same peninsula.
• 2 Lads Winery: Old Mission Peninsula boutique winery producing estate reds, whites and sparkling wines with a tasting room; directly comparable boutique DTC model and shared regional terroir positioning.
• Bowers Harbor Vineyards: Family-owned Old Mission Peninsula winery producing Pinot Noir, Chardonnay and Riesling with on-site tasting; direct geography and family-run DTC competitor with overlapping varietal mix.
• Brys Estate Vineyard & Winery: Family-run Old Mission Peninsula winery producing estate wines including Pinot Noir, Riesling and Cabernet Franc with a tasting room and wine club; nearly identical product portfolio, geography and DTC model.
• Tabone Vineyards: Small Old Mission Peninsula winery producing estate wines with tasting room; direct geographic and product overlap at a similar small-batch craft scale.
• Chateau Grand Traverse: Old Mission Peninsula winery founded in 1974 producing estate-grown Riesling, Chardonnay, Pinot Noir and Pinot Gris; the most established direct competitor on the same peninsula with its own tasting room and DTC e-commerce, fully overlapping Peninsula Cellars' terroir story and customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/PeninsulaCellars

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 Peninsula Cellars