Michigan Wine Collaborative
- Company typePrivate
- Founded2016
- HeadquartersTraverse City, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
Michigan Wine Collaborative firmographics
Firmographics- Name
- Michigan Wine Collaborative
- Legal name
- Michigan Wine Collaborative
- Website
- https://michiganwinecollaborative.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Michigan Wine Collaborative industry classification
Industry- Product category
- Wine Industry Association Services
- NAICS
- Wineries (31213)
- SIC
- Services-Membership Organizations (8600)
- akta.pro primary industry
- Wineries & Vineyards (Tasting Rooms) (THAFALAE)
- akta.pro secondary industries
- Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Beverage & Mixology (Coffee, Tea, Wine, Cocktails) (EDAAAGAH), Beverage Craft Classes (Coffee, Tea, Mixology, Wine/Beer Education) (THAJAKAF)
Keywords
Where Michigan Wine Collaborative is headquartered
LocationHeadquarters
- HQ city
- Traverse City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Michigan Wine Collaborative business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Membership Dues: Dues-paying members including wineries, growers, suppliers/affiliates, and corporate sponsors support the organization financially
- Sponsorships: Corporate sponsors provide financial support at various levels including Governor's Cup competitions and ongoing organizational operations
- Grants: MWC has received grants including USDA Specialty Crop Block Grant program funds for sustainability initiatives and industry development
- Event Revenue: Fees from events, seminars, and wine competitions including the Taste Michigan Governor's Cup
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Michigan Wine Collaborative product offering
Product offeringCore offering
Michigan Wine Collaborative is a non-profit membership-based industry association that supports Michigan wineries, growers, and affiliated businesses through advocacy, education, networking, and shared resources. It operates the Taste Michigan marketing initiative, the annual Taste Michigan Governor's Cup wine competition with the Beverage Testing Institute, The DREAM benefit wine collaboration, sustainability programming, the Vintage Michigan consumer wine club, and a wholesale merchandise store for co-branded promotional goods.
Product overview
Michigan Wine Collaborative is a non-profit organization serving as the voice of the Michigan wine industry. Rather than a unified technology platform, it operates as a membership-based organization offering programs including membership benefits, the Taste Michigan marketing initiative, the Governor's Cup wine competition, The DREAM wine collaboration, the Vintage Michigan consumer wine club, sustainability resources, and merchandise programs. These services collectively support Michigan wineries and growers through advocacy, education, networking, and shared resources.
Differentiator
Problem solved
Functional benefit
Brands
- Taste Michigan: Statewide initiative developed by Michigan Wine Collaborative to increase awareness and demand for wines produced from Michigan-grown grapes. Includes consumer events, trade engagement, educational programming, and collaborative marketing campaigns including the Taste Michigan Governor's Cup Competition.
- The DREAM (Diversity, Representation, Equity, Advancement, and Mentorship) Wine Collaboration
Products and services
- Michigan Wine Collaborative Membership Program A dues-paying membership program for wineries, growers, suppliers, and affiliates that provides access to a members-only portal with discussion forums, marketplace, vineyard weather reporting, tools, documents, and workshops, plus discounts on annual seminars and shows.
- Taste Michigan Initiative A statewide marketing initiative that increases awareness and demand for wines produced from Michigan-grown grapes through consumer events, trade engagement, educational programming, and collaborative marketing campaigns.
- Taste Michigan Governor's Cup Wine Competition Michigan's only statewide industry-driven wine competition held in partnership with the Beverage Testing Institute (BevTest) to evaluate wines from Michigan wineries and recognize premium wines representative of the Michigan wine industry.
- The DREAM Wine Collaboration A benefit wine collaboration created by the MWC Inclusion and Expansion Committee that provides seed funding for scholarships and inclusion efforts within the Michigan wine industry, distributed with help from RNDC.
- Vintage Michigan Wine Club A consumer-focused wine club operated by Michigan Wine Collaborative that promotes Michigan wines directly to consumers.
- Sustainability Initiatives and Resources Industry resources and program development for vineyard and winery sustainability practices, developed with USDA Specialty Crop Block Grant support in partnership with 5 Lakes Energy.
- Taste Michigan Wholesale Merchandise Store A collaborative branding initiative that allows participating wineries, tasting rooms, and retail partners to order custom co-branded merchandise featuring the Taste Michigan brand for promotional purposes.
- MWC Newsletters and News Publications Monthly newsletter publications (January through December editions) and news compilations keeping members informed about industry events, competitions, and initiatives.
Quantifiable outcome
- 214 entries from 44 wineries for 2026 Governor's Cup Competition
- +1 more outcomes
Companies that use Michigan Wine Collaborative
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles3 records
Michigan Wine Collaborative technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Michigan Wine Collaborative partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Beverage Testing Institute (BevTest)coreOfficial partnership for the Taste Michigan Governor's Cup Competition. BevTest conducts professional wine evaluation and provides scoring for Michigan's only statewide industry-driven wine competition.
- Taste MichigancoreStatewide initiative developed by MWC to increase awareness and demand for wines produced from Michigan-grown grapes. Coordinates consumer events, trade engagement, educational programming, and collaborative marketing campaigns.
- Howard & Howard Attorneys PLLCminorWine law sponsor providing monthly Wine Law articles and legal guidance on Michigan direct shipping liquor laws and compliance matters.
- 5 Lakes EnergyminorPartnered with MWC and USDA grant funding to develop Michigan Wine Industry Sustainability Program and gather key resource materials for the industry.
- Michigan State University ExtensioncoreOngoing collaboration for educational programs, vineyard research, and the Northwest Michigan Orchard and Vineyard Show.
- RNDC (Republic National Distributing Company)minorDistributor partner for The DREAM wine collaboration, helping distribute the benefit wine to wine shops, markets, and restaurants.
- Iowa State UniversityminorCo-hosted ISU/UMN Research & Winemaking Webinar Series with Dr. Aude Watrelot, Assistant Professor of Enology at Iowa State University.
- University of MinnesotaminorCo-hosted ISU/UMN Research & Winemaking Webinar Series with Drew Horton, Enology Specialist at the Grape Breeding & Enology Project.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Michigan Wine Collaborative competitors and assessment
Company assessmentDirect peers
- Finger Lakes Wine Alliance: Regional wine promotion organization for Finger Lakes AVA wineries in New York. Comparable to MWC as a collaborative marketing and event-driven association for cool-climate wineries, focused on elevating regional wine identity.
- Virginia Wine Board: Virginia's state wine marketing and research body, supporting wineries through promotional, educational, and viticultural programs. Mirrors MWC's structure and mission at the state level in another non-traditional U.S. wine region.
- New York Wine & Grape Foundation: Not-for-profit supporting New York's wine and grape industry through promotion, research, and education. Closely analogous to MWC as a cool-climate region trade body working to elevate a non-California wine identity.
- Washington State Wine Commission: Statewide wine industry commission funded by assessments on grape and wine production. Mirrors MWC's mission of promoting, researching, and advocating for a state wine industry, with comparable programs in marketing, education, and viticulture research.
- Texas Wine & Grape Growers Association: Statewide non-profit association representing Texas wineries and growers. Directly comparable to MWC as a membership-based advocacy, education, and marketing organization for an emerging warm-climate wine region.
- Oregon Wine Board: Oregon's statewide wine industry support organization focused on marketing, research, and education. Comparable to MWC in mission, structure (industry-funded), and program portfolio, but supporting a larger, more established wine region.
Broad incumbents
- Wine Institute: California's statewide wine trade association, representing the largest U.S. wine-producing state. Directly comparable to MWC as a state-level advocacy, marketing, and research body for wineries and growers, but at vastly greater scale and budget.
- Wine America: National trade association of American wineries and grape growers. Comparable to MWC as an industry advocacy body, but operating at the federal level rather than state — MWC and Wine America often coordinate on legislative issues.
Others
- Beverage Testing Institute (BevTest): Independent beverage evaluation partner that conducts professional wine judging for MWC's Governor's Cup competition. Adjacent ecosystem participant enabling MWC's flagship competition, comparable in that both serve the wine industry through quality assessment and brand credibility.
Regional players
- Old Mission Peninsula Wine Trail: Regional wine trail organization for Old Mission Peninsula AVA wineries in Michigan. Comparable to MWC's collaborative marketing function at a sub-state level, focused on tasting-room traffic and tourism rather than statewide advocacy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Michigan Wine Collaborative social profiles
Digital presenceMichigan Wine Collaborative financial estimates
Financial estimateRevenue estimate
Valuation estimate
Michigan Wine Collaborative leadership team
Management profileNumber of profiles
Profiles5 records
Michigan Wine Collaborative funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Michigan Wine Collaborative 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 Michigan Wine Collaborative
What does Michigan Wine Collaborative do?
Michigan Wine Collaborative is a non-profit membership-based industry association that supports Michigan wineries, growers, and affiliated businesses through advocacy, education, networking, and shared resources. It operates the Taste Michigan marketing initiative, the annual Taste Michigan Governor's Cup wine competition with the Beverage Testing Institute, The DREAM benefit wine collaboration, sustainability programming, the Vintage Michigan consumer wine club, and a wholesale merchandise store for co-branded promotional goods.
Is Michigan Wine Collaborative a public or private company?
Michigan Wine Collaborative is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Michigan Wine Collaborative founded?
Michigan Wine Collaborative was founded in 2016. It employs 51 to 100 people.
Where is Michigan Wine Collaborative based?
Michigan Wine Collaborative is headquartered in Traverse City, United States, in the North America region.
How does Michigan Wine Collaborative make money?
Four revenue lines are on record. Membership Dues are the primary driver. The others are sponsorships, grants and event Revenue.
Who are Michigan Wine Collaborative's main competitors?
Direct peers on record are Finger Lakes Wine Alliance, Virginia Wine Board, New York Wine & Grape Foundation, Washington State Wine Commission, Texas Wine & Grape Growers Association and Oregon Wine Board. Broad incumbents are Wine Institute and Wine America. Beverage Testing Institute (BevTest) is listed as an others. Old Mission Peninsula Wine Trail is listed as a regional player.
Does Michigan Wine Collaborative have an API?
No public API is recorded for Michigan Wine Collaborative.
What industry is Michigan Wine Collaborative in?
Michigan Wine Collaborative's product category is Wine Industry Association Services. 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 31213 and its SIC code is 8600.